A Definition of Insanity:

1

• A Definition of Insanity
• Doing the same thing over and over again and
  expecting something different to happen

2
Sponsorship is Big Business

• Rid of its softly, softly tag, sponsorship today
  has a key strategic role to play
• huge growth in spend in past decade
• 23 growth in 2007
• Compares to less than 4 for advertising
• worth over 100 million

3
Sponsorship is Big Business
Indexed Spend on Sponsorship 2001-2008 - Mintel
4
Sponsorship is Big Business
Total RoI Sponsorship Spend on Sponsorship
1998-2008
Source Mintel / Online sponsorship
5
Why is Sponsorship Growing?

• Increased media coverage of sports
• Increasing levels of sophistication and
  innovation in the thinking of both rights holders
  and sponsors
• Rights-holders are recognising the need to look
  at sponsorship from the sponsors perspective
  that it has to be a win-win scenario
• It is very effective at catching consumers
  attention

6
Why is Sponsorship Growing?

• If it is leveraged well, it can refresh parts
  that other beers cant reach
• hard to reach audiences, particularly young males
• builds stronger emotional relationships
• creates opportunities to interact
• less cluttered market

7
Domination of Sport!

• Sports properties dominate the market, but for
  how long?
• 60 of total spend in Irish market
• regular audiences / following and associated
  media coverage
• clutter and dominance of finance, automotive,
  alcohol and telecoms brands
• brands looking for sponsorships that better
  reflect their brand values and positioning and
  facilitate more focused targeting
• changing regulations relating to broadcast
  sponsorship

8
The Sponsors Perspective
Raise awareness Enhance reputation Sell Relationsh
ip building Create understanding Build and
protect brand Change attitudes and
perceptions Engage audience Win hearts and
minds Create talkability
Cinema
Outdoor
Radio
Direct Response
Audience A
PR
Television
Digital
On-line
Branding
Audience B
Specialist magazines
Promotions
Direct mail
Brochures
Audience C
Sponsorship
Lobbying
Internet
Events
Guerrilla
Transit
Press
Outdoor
Ambient
9
The Sponsors Perspective

• Sponsorship is just one of many tools at my
  disposal
• What can you offer that allows me to communicate
  with my audiences better, more often, more
  personally, more cost-effectively ..?
• What can you do for me that other communication
  channels cant do or do as well?
• How can you help me deliver on my objectives?

10
What am I looking for?

• Well presented case with enough information to
  allow me to analyse the proposal
• the facts and figures
• have they done their homework
• do they know their audience, and mine
• their relationship with their audience

11
What am I looking for?

• Indication that there is a synergy with the
  organisation
• audiences and relationships
• brand values
• brand image
• the people involved

12
What am I looking for?

• Opportunities to leverage the sponsorship
• brand and awareness opportunities
• corporate hospitality
• media, community and public relations
• direct engagement
• CRM
• innovation

13
What am I looking for?

• A proactive, committed partner
• someone who understands that it has to be a
  win-win scenario
• prepared to put the work in, do their bit