INDUSTRY EXPERTS at SportBusiness Group’s annual Sports Marketing 360 conference this week discussed their formulae for great sponsorship deals and shared shining examples of what they deem to be ‘X Factor’ partnerships.
Tim Crow, CEO of sponsorship consultancy Synergy, cited the rights package acquired by O2 for The O2 [Arena] as an exemplary demonstration of creative sponsorship and customer retention.
“For me, the sponsorship wow factor depends on two points – credibility and differentiation,” he said. “A good example of this is with The O2 via their provision of various experiences inside the venue and their ‘Priority’ ticket campaign.”
Luke D’Arcy, chief growth officer at marketing agency Momentum Worldwide, has been impressed with Guinness’ association and activation around rugby union.
While Heineken have made great strides in the sport, driven by their long-standing partnership with the Heineken Cup, it is Guinness that stands out as the most synonymous rugby union beer brand.
D’Arcy also recalls the Daily Mirror sponsoring the boots of British boxer Julius Francis in a heavyweight bout with Mike Tyson in 2000. “Everybody knew Francis had no chance and he was going to be knocked out, so to sponsor his boots and place their logo on the sole was so creative and clever it really sticks in my mind,” he said.
A more recent example of creative activation comes from February of this year as remarked upon by Rick Burton, professor of sports management at Syracuse University and former chief marketing officer of the US Olympic Committee.
Blake Griffin dunked over a Kia Optima car at the 2011 Slam Dunk Contest as part of the unveiling of Kia Motors’ partnership with the National Basketball Association. Said Burton: “Bringing a car into the arena and making it a part of the action was very memorable and great activation.”