Published on April 22, 2008
Amateur sport in SA: Presented by Richard Dunn Amateur sport in SA Amateur Sport in SA: Amateur Sport in SA Not only amateur sport that is struggling world economy- corporates want to see ROI Professional sports Amateur sports in SA: Amateur sports in SA Threats to amateur sports Professional sport A) Cluttered mess in the sport sponsorship market B) Can’t compare exposure etc with amateur sport. Cause related sponsorships Poorly run amateur sport bodies DSTV- Sport is not just a game anymore Continued lack of media support Amateur Sport in SA – The way forward: Amateur Sport in SA – The way forward “Amateur sports uplifts people, teaches people life skills, socially bridges the gap” Amateur sport should be seen as a community investment. Government support - media Corporate support - sponsorship can be seen as a social responsibility Macro bodies: Macro bodies Commonwealth Games vs Olympic Games vs All Africa Games. - the 4 year cycle these events form the pinnacle to many amateur athletes. These bodies feed into each other and should be financially linked. Allow amateur athletes who qualify to participate at these events, it sustains the sport. How does a sponsorship build a brand: How does a sponsorship build a brand 1) Creates brand exposure In many cases the cost of a sponsorship can be justified by a brand through name exposure achieved through event publicity and signage. A host of examples show that the awareness increases substantially as the result of a sponsorship, especially when brands follow up the sponsored activity with other marketing activities. There is a significant difference between the value that a sponsor and a naming right sponsor can give you. Naming rights will help build brand presence, depending on the press coverage. How does a sponsorship build a brand: How does a sponsorship build a brand 2) Internally motivates a company Employees and other brand partners can receive emotional benefits that result from pride in being associated with the sponsorships, as well as the link between the sponsorship and their own lifestyle and values.A sponsorship can also act as a catalyst to bring employees together and work together to implement projects on larger scales. How does a sponsorship build a brand: How does a sponsorship build a brand 3) Provides an experience for the customer An event experience can provide a customer with a unique opportunity to develop a link to the brand. An event provides a way to interact with key customers in a relaxed setting. How does a sponsorship build a brand: How does a sponsorship build a brand 4) Demonstrates new products and technologies ( Panasonic installed largest video display at Atlanta Olympics ) The most powerful way to introduce a new product is by publicity. If it is novel, interesting, and important enough to receive press coverage, its brand –building goals will be much more likely to be achieved. Publicity is often more cost effective than traditional advertising and a lot more credible. How does a sponsorship build a brand: How does a sponsorship build a brand 5) Develops brand association A fifth and often dominant reason for sponsorships is to gain an association among a target segment. Many brands state that they are leaders in their category,which usually means they are innovative, successful and reliable. It is awkward however to make this claim oneself “ I am the leader.” A sponsorship can help to enhance the brand’s leadership association in several ways, some events themselves have an image of being the best or most prestigious. How does a sponsorship build a brand: How does a sponsorship build a brand 6) Becomes part of an event/customer bond ( Iron Man ) For almost any sponsored event, team, or other property there is a segment of heavily involved people who make time for the activity and are knowledgeable and current about it. This can be described as an affiliation effect and can be determined through different factors such as brands that are associated tightly with properties ( naming rights ) or the activity would have to be an involving part of people’s lives such as England football teams or the Iron Man. The affiliation effect transfer is the same logic that has made liking an ad an important construct in explaining why some advertising is effective. There is substantial evidence that people liking an ad does more that create attention and interest, the liking also gets transferred to the brand. This would also happen with sponsored properties. How can amateur sport bodies survive?: How can amateur sport bodies survive? Research your market -Understand your audience and build databases -Sport bodies should audit their sport/team/event and back up their properties with facts and figures that will attract sponsorship. Develop your product into a brand - Understand the difference between rugby and the Springboks - Develop a brand strategy How can amateur sport bodies survive ?: How can amateur sport bodies survive ? 3) Put innovative sponsorship proposals in the marketplace - remember you are selling a medium/target the correct potential sponsors, not always blue chip. - get the right people to sell your sponsorships, professionals. - show CSI opportunities with your proposal, amateur sport is about developing communities How can amateur sport bodies survive ?: How can amateur sport bodies survive ? 4) Understand leveraging What is leveraging ? - It is the ability to use sponsorship as a platform to deliver commercial value. - Develop proactive leveraging ideas to go into your sponsorship proposals – understand the potential sponsors you are going to see. How can amateur sport bodies survive ?: How can amateur sport bodies survive ? Leverage your brand – leverage your sponsor How can amateur sport bodies survive ?: How can amateur sport bodies survive ? 5) Look after your sponsors – get the basics right value for money Branding and leveraging opportunities Media exposure A professional, efficient sports body Sponsor involvement and influence Access to spectators/audiences and players How can sponsors get their investment of amateur sport to work: How can sponsors get their investment of amateur sport to work Hands on approach - Sponsorship leveraging strategies drive the sponsored sport yourself, don’t rely on the sport bodies. ( work with them as partners ) Spar involvement in Netball and Hockey in SA Broadcasting Tournament presence ( media, athletes etc ) This partnership has allowed Spar to grow it’s affiliation with hockey and grow the hockey brand itself.