A discussion focusing on how the industry promotes itself currently, and how it can improve, will form part of the ESA Sponsorship Summit in London on April 3.
The session has been arranged following feedback from the industry, which feels it could improve the ability to tell its own story. A panel will explore the issues holding sponsorship back and seek positive steps to improve its image, which is largely shaped by its portrayal in the media.
The panel will comprise Owen Gibson, chief sports correspondent of The Guardian newspaper, who will provide a perspective from the mainstream media. Kevin Peake, group marketing director of Clifton Asset Management, will discuss the industry’s external perception being dominated by big-money deals and how sponsorship can be the most effective way to build a brand on low budgets, engage with communities and deliver measurable sales ROI.
Russell Parsons, news editor of Marketing Week, will share his views from the trade media perspective. Finally, Alun James, UK chief executive of Four Communications, will outline why the industry must emphasise the creative and strategic aspect of the discipline. He believes a current preoccupation with measurement and evaluation which, while important, is still a message of justification rather than confidence.
For further details about the Summit taking place next week, visit www.sponsorship.org/content/sponsorship-summit-2014/index.asp.