Every year at The Sponsor, we conduct a survey of our audience of brand and marketing leaders to ascertain what they look for in a sponsorship opportunity. The research highlights the most common factors that need to be present for brands to maximise their return on investment. The survey reveals the evolving priorities and insights on what truly defines a perfect sponsorship partner.

The perfect sponsorship partner is not merely about having a broad reach or an impeccable reputation. It’s a multi-faceted relationship that blends visibility with value alignment, audience engagement and a mutual commitment to making a positive impact.

Reputation 

Unsurprisingly, all sponsors identified the size and reach of the team or event’s audience as paramount. For some brands, particularly in the FMCG industries, this was their first, second, and third consideration when judging a new sponsorship opportunity. However, a significant portion of the respondents, particularly those from the finance and B2B sectors, identified values-based alignment as the primary area of examination.

Within these values-based alignments, responses predominantly considered a partner’s history, examining past successes and achievements. When was the team or event founded? How successful has the team or event been during its history? How does this help communicate our own heritage and trust?

Being seen as the leader or go-to provider in the market was a common theme for many sponsors. Consequently, a significant number of respondents consider a partner's perceived quality as a key criterion. What is the team or event’s current performance and reputation for success in modern times?

For tech brands in particular, infrastructure and how up to date the team or event’s physical and digital facilities are were important evaluation areas. Several luxury brands highlighted this measure by placing importance on association with best-in-class service. The final reputational brand characteristic considered by most sponsors was cultural relevance. How does the team or event behave off the pitch, and what action are they taking towards societal issues? This was particularly true of respondents from FMCG brands from the fashion and retail industry.

Audience

Despite the need for strong brand alignment between two partners, increased brand exposure remained paramount to almost all sponsors surveyed. Indeed, the single greatest benefit of sponsorship for most brands is supercharged brand awareness.

Beyond reach and exposure many individuals highlighted not only the number of eyeballs reached but whose eyeballs. One common theme was frustration with a lack of credible audience data around demographics, fan behaviour, and activity.

The results across demographics were diverse, highlighting each brand's different target audience groups, particularly concerning age demographics and affluence. However, a common thread that did emerge was the emphasis all brands place on gender ratios; even for sponsors operating in traditionally male-dominated sponsorship arenas, there was a very clear consideration of the female audience.

Social Contribution

An increasing number of sponsors identified social contributions and actions towards social challenges as important factors during the evaluation of potential partners. This theme was highlighted during the research, with 93% of respondents evaluating a team or event’s actions towards sustainability as part of their evaluation process.

85% of respondents also highlighted inclusion and equal support for female artists and athletes. These factors were followed by support for grassroots development and, most notably, support for the partner's associated community.

Experience

Collectively, across the board, the other consideration most sponsors highlighted was the extent to which clients and VIPs could be entertained through corporate hospitality. Large employers also highlighted the importance of volunteering and employee engagement within their partnership consideration and the responsiveness of those individuals charged with managing their partnership on a day-to-day basis.

Surprisingly, only a small number considered how their internal skills and know-how could help improve their partner’s offering. This is an important factor as it determines how a sponsor has helped improve an event for the fans or the wider community through their involvement. Those sponsors that demonstrate this are more likely to be perceived favourably by audiences, which impacts all those great measures of brand strength we track, like loyalty, advocacy and, most importantly, consumer behaviour, especially at the point of purchase.

While not all brands can find or afford a sponsor that ticks every one of these boxes, it is important to articulate what each brand’s perfect sponsorship partner looks like. Only then can we evaluate our hypothetical ideal sponsorship against real-world opportunities.

The post What makes a perfect sponsorship partner? appeared first on The Sponsor.

Reaching high-net-worth and even ultra-high-net-worth audiences is not particularly hard, but engaging them is where it gets tricky. Hundreds of brands spend millions of dollars in sponsorship fees each year seeking to generate brand awareness amongst this valuable audience, but what is awareness without engagement?

These discerning consumers, with their keen intellect and deep concern for societal issues, demand an approach that transcends traditional sponsorship and resonates on a profound level.

In this article, we delve into innovative strategies for engaging high-net-worth audiences through sponsorship, exploring how brands can authentically align with their values and create unforgettable experiences that leave a lasting impact.

Demonstrating Shared Values

The first step in engaging high-net-worth audiences through sponsorship is by demonstrating an authentic commitment to shared values and passions. As Michel Driessen, Head of EY’s art sponsorship programme, aptly puts it:

"Art holds immense importance for both our society and our organisation, and it's equally valued by our clients. For us, it's not about displaying our logo at the biggest exhibitions. Instead, it's about reflecting and demonstrating our core values through the art we support. This unique approach enables us to establish meaningful connections with many of our clients in a context outside of work and the office. When asked what clients associate with EY beyond our audit and consulting services, our dedication to the arts always comes back top of mind."

Brands that support causes aligned with their audience's values foster stronger connections and long-term loyalty. This alignment demonstrates authenticity, builds trust, and taps into emotional resonance, leading to deeper bonds with clients differentiating themselves and driving sustained loyalty.

Exclusive Experiences

Another effective way to engage high-net-worth individuals through sponsorship is by providing them with unique experiences that money can't buy. Dr. Thomas Girst, Global Head of Cultural Engagement at BMW Group, highlights the success of BMW's Opera For All events, stating:

“BMW’s Opera For All events brings thousands of people together in major squares around the world to listen to extraordinary achievements that human beings are capable of. As part of this, we go for dinner with 50 of our Seven Series Excellence Club members together with the Chief Conductor of the London Symphony Orchestra and some of its musicians. This is a unique experience available only to our members and it helps build long-term loyalty with these highly valued clients.”

While anyone can buy a ticket with enough money, sponsorship allows brands to create truly unique, money-can't-buy experiences for valued clients. By leveraging their position as sponsors, brands curate experiences that resonate deeply, leaving lasting impressions and often lifelong memories. This is especially important for high-net-worth individuals who are accustomed to purchasing the most expensive tickets but value something more—unique experiences that money alone cannot procure. These exclusive opportunities foster strong bonds with clients, enhancing loyalty and affinity in ways that traditional transactions cannot achieve.

Audience Filtering

While value-based partnerships are essential for connecting with high-net-worth audiences, brands wishing to target this group at scale must find ways to filter the audience to target the right individuals. Sport sponsorship remains a popular choice for engaging this audience in large volume, but it remains a mass market event. Sponsors must therefore be willing to accept that a large proportion of the reached audience will never be customers and be able to pay a premium for exclusivity. Most crucially however, brands engaging in this form of sponsorship must work hard to activate their partnerships in a way that filters the general fanbase and specifically targets the desired audience.

Qatar Airways' sponsorship of Formula 1, for example, targets high earners through an exclusive partnership centred around the Paddock Club hospitality area, ensuring that their sponsorship efforts are geared specifically towards high-net-worth audiences. Luke Drake, VP of Commercial Partnerships at Qatar Airways, explains:

“Qatar Airways Formula 1 partnership includes being the presenting partner of the Paddock Club. It’s essential for us that everyone who comes into the Paddock Club has a great experience. We want to share the great experiences our business flyers have onboard with fans in the Paddock Club, giving them the best quality access, views of the track, and food and beverage. Our aim is to use our know-how and experience in service to keep moving the product quality up in Formula 1.”

Authenticity Is Key

Finally, authenticity is paramount when engaging high-net-worth audiences through sponsorship. This audience in particular is savvy and protective, and any attempts to plaster brands all over an event are likely to induce a negative reaction. When targeting HNWs brands must approach sponsorships with authenticity and genuineness, focusing on supporting and growing specific sports, art forms, or cultural events that resonate with their audience.

In conclusion, engaging high-net-worth audiences through sponsorship requires a delicate balance of aligning on values, providing unique experiences, and being authentic in actions. By filtering the right audience, aligning with shared values, and adopting a gentle approach, brands can create meaningful connections that drive long-term loyalty and success.

For those considering new sponsorships targeting high-net-worth-audiences The Sponsor has taken a look at 5 of the best events to consider here. You can also join The Sponsor and a small group of marketing leaders as we discuss best practice in the engagement of high-net-worth audiences at our upcoming roundtable debate on 25th June at the Sofitel St James, London, Register your interest here.

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Many organisations unintentionally find themselves entangled in a web of diverse and often disjointed sponsorship commitments. This situation typically arises when brands succumb to various requests from employees and key customers or grant local branches autonomy in making sponsorship decisions. While these seemingly innocuous partnerships may appear harmless at first, they can lead to a range of challenges that undermine the brand's identity and strategic objectives.

Mixed Messaging: A Brand's Silent Nemesis

One of the primary pitfalls of diverse sponsorship initiatives is the emergence of mixed messaging. When a brand sponsors a multitude of unrelated causes or events, customers may struggle to decipher the core values and identity of the brand. This lack of clarity can dilute the brand's message and leave customers questioning what the brand truly stands for.

The slippery slope of valuable resources

Granting numerous small sponsorship requests can be a slippery slope, with each approval leading to a cascade of additional commitments. As these sponsorships multiply, the brand may find itself stretched thin, struggling to recall the extent of its sponsorship portfolio. The more sponsorships in play, the greater the demand on resources, both in terms of time and costs, to address the inevitable challenges that arise.

Budget control: A tangled web of costs

Small-scale sponsorships may seem inconspicuous, but their cumulative costs can add up rapidly. Brands may discover that a significant portion of their budget is tied up in these diverse sponsorships, yielding minimal growth for the business. Exit strategies become challenging, leaving marketers rueing missed opportunities to allocate budget where it could have a more substantial impact on brand growth.

The path to redemption: A unified sponsorship strategy

The solution  to this fragmented disjointed sponsorship portfolio lies in the development and implementation of a single, consistent sponsorship strategy that operates seamlessly at all levels.

1. Craft Ideal Sponsor Profile: Begin by meticulously defining the qualities of your ideal sponsorship partner. Consider factors such as shared values, target audience alignment, and resonance with your business objectives. This profile will serve as a benchmark for evaluating current and future partnerships.
2. Evaluate Existing Partnerships: Conduct a comprehensive assessment of your current sponsorship portfolio. Analyse each partnership in terms of how closely it aligns with the criteria set in your ideal sponsor profile. Simultaneously, evaluate the time, effort, and resources invested in each partnership.
3. Exit Misaligned Partnerships: Swiftly identify and exit partnerships that do not align with your ideal criteria. Prioritise those showing a significant misalignment, freeing up resources and reducing the potential negative impact on your brand's messaging and identity.
4. Enhance Alignment Through Activation: For partnerships with lower alignment that cannot be immediately terminated, develop strategic activation plans. Implement initiatives that align these partnerships more closely with your key values and objectives, maximising their impact within the defined criteria.
5. Articulate Ideal Profile Criteria: Clearly define the criteria derived from your ideal sponsor profile. These criteria should guide all future sponsorship decisions, ensuring a consistent and intentional approach to partnership selection.
6. Transition to Proactive Strategy: Move from a reactive stance of approving or rejecting incoming requests to a proactive approach. Actively seek out sponsorship opportunities that align with your established values, objectives, and target audience. This proactive shift allows you to curate a portfolio that strategically contributes to your brand's growth.

In conclusion, sponsors must carefully assess the impact of small-scale sponsorships on their overall brand image. Redirecting funds towards more strategic initiatives is essential. Investing in a cohesive sponsorship strategy helps brands avoid the pitfalls of mixed messaging, regain control over valuable resources, and strategically allocate budgets for maximum impact—ultimately fortifying brand identity and contributing meaningfully to growth and success.

The post From chaos to cohesion: Strategies to mend fragmented sponsorship and strengthen your brand identity appeared first on The Sponsor.

Image: M&C Saatchi Sport & Entertainment's new strategic collective, Passion Pulse

M&C Saatchi Sport & Entertainment commemorates two decades of creativity by introducing its groundbreaking 'Passion Pulse' offering. As part of this milestone, the agency boldly departs from the traditional fandom model, embracing the forward-thinking 'Fancom' approach to fan engagement.

Celebrating 20 Years with Passion Pulse

M&C Saatchi Sport & Entertainment marks its 20th anniversary with the introduction of 'Passion Pulse,' a transformative offering that redefines the dynamics of fan engagement. This strategic move underscores the agency's commitment to staying at the forefront of the industry by understanding and adapting to the evolving nature of consumer passions.

Fancom: A Paradigm Shift in Fan Engagement

In a departure from the conventional fandom model, M&C Saatchi introduces 'Fancom' to revolutionise the concept of fan communities. Fandom traditionally implies a mass, homogeneous following with a single attitude. Fancom, on the other hand, recognises the contemporary fan as a dynamic participant in coalescing communities centred around intersectional interests and behaviours.

Laura Coller, Managing Director, emphasises this shift, stating, "There has been a demonstrable move away from the tropes of traditional fandom towards what we call Fancom. Away from mass homogenised groups and towards communities coalescing around intersectional interests and behaviours."

Alongside the announcement the agency has also published a new report, 'Fandom is Dead. Welcome to Fancom' which you can access here.

Passion Pulse Leadership and Expert Team

Overseeing the Passion Pulse initiative is Strategy Partner Neil Hopkins, who leads a team of 12 experts. These experts, known as the Passion Pulse team, are strategic passion specialists with in-depth knowledge across sports, entertainment, and various sub-passions and communities. Their role is to decode the intricacies of fan communities, ensuring clients can authentically integrate with diverse passion spaces.

Coller comments on the team's significance, stating, "I’m proud to launch Passion Pulse, an expanded strategic offer comprising the brightest thinkers at the heart of sport and entertainment culture."

A Shift in Audience Needs and Behaviour

Recent research commissioned by the agency highlights a fundamental shift in audience needs and behaviour. The study reveals that 63% of people utilise their passions as a means to engage with others in real life, emphasising the importance of connecting consumers not just to brands but to each other through shared interests.

Emphasising the shift Coller stated, "This demands a shift in how we look at audience needs, and we believe there has been a demonstrable move away from the tropes of traditional fandom, towards what we call Fancom."

As M&C Saatchi Sport & Entertainment enters its third decade, the launch of Passion Pulse and the adoption of the Fancom model under the leadership of Managing Director Laura Coller position the agency as a visionary leader, continuing to forge authentic connections between brands and their audiences in the ever-evolving landscape of passion marketing.

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Sponsorship can be a game-changer for brands seeking to elevate their presence and connect with their target audience in a meaningful way. However, diving into the world of sponsorship requires careful consideration and strategic planning. To ensure your sponsorship venture is fruitful, finding the right partner is essential. Here are six crucial components of successful sponsorship planning that brands should prioritise when considering sponsorship for the first time.

1. Brand Alignment – Shared Attributes

The first and foremost element to consider in sponsorship planning is brand alignment. It’s not just about the visibility; it’s about shared values and synergy between partners. A successful partnership reflects the desirable values that audiences associate with a team or event, quickly applied to your brand. By aligning your brand with an event or team that shares your values, you can authentically demonstrate your brand's ethos, articulating it swiftly and effectively to your audience.

2. Brand Awareness – Making Your Mark

Sponsorship offers a unique opportunity to boost brand awareness significantly. Your partnership should enhance recognition and recall among your target audience. Consider Carabao, whose sponsorship of the Carabao Cup in England led to millions of people becoming aware of their energy drink. Sponsorship provides immediate growth in awareness that would otherwise be challenging to achieve, making it a powerful tool for emerging brands.

3. Positive Contribution – Shaping Perceptions Through Actions

While traditional advertising can increase brand awareness, sponsorship goes a step further by shaping audience perceptions and behaviours. A successful sponsorship partner doesn’t just promote their brand; they positively contribute to the event or community. By enhancing fans' enjoyment, supporting young talent, or benefitting the local community, sponsors can create a positive association with their brand. It's not just about being known; it's about being liked, as people tend to buy from brands they have a positive perception of.

4. Exclusivity – Standing Out in the Crowd

In a competitive market, exclusivity matters. Being the sole industry provider associated with an event amplifies your impact. Successful sponsorship planning is about identifying opportunities aligned with your values where your competitors are less active, allowing you to own that specific sponsorship category. By doing so, your brand becomes top of mind for the audience, ensuring your marketing spend isn’t wasted by being drowned out by competitors with larger budgets.

5. Targeted Approach – Reaching the Right Audience

A targeted approach is crucial to the success of any sponsorship. Rather than sponsoring the biggest event your budget allows, focus on smaller events that align closely with your values. Leveraging these events through your own media channels ensures your message reaches your specific audience. Integrating sponsorship details into your website, social media, company documents, and even employee email signatures creates a cohesive and targeted approach, minimising wastage and maximising impact.

6. Longevity – Cultivating Long-Term Partnerships

Successful sponsorships are not short-term endeavours but partnerships that grow over time. Look for teams and events where your involvement can evolve from a standard partnership to a headline partnership. Planning for longevity is essential. Consider long-term objectives developed in collaboration with the event organisers. By foreseeing growth opportunities and investing in them, your sponsorship benefits increase over time, providing a stable foundation for your brand’s growth.

In conclusion, sponsorship isn't just about putting your brand out there; it's about finding a partner that aligns with your values, amplifies your message, and helps you create a positive impact. By focusing on brand alignment, awareness, positive contribution, exclusivity, a targeted approach, and longevity, brands can forge successful partnerships that leave a lasting impression on their audience and contribute significantly to their growth and recognition in the market.

At The Sponsor, our dedicated consulting service is designed to help sponsors discover their ideal partnership. With our expertise, we guide brands through the intricate world of sponsorship, ensuring they find the perfect match for their values and objectives. For more information on how we can elevate your brand through strategic partnerships, click here.

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In the dynamic world of sports sponsorship, businesses face a critical decision: Should they swim with the giants and be a small partner of a renowned event, or dive into uncharted waters as the main sponsor of a smaller team? The choice is far from simple, it requires a thoughtful evaluation of the pros and cons associated with each approach as well as your organisation's sponsorship capabilities. This article aims to navigate the sponsorship landscape, uncovering the opportunities and challenges of being a big fish in a small pond or a little fish in a big pond to help you choose the right approach for your business.

Being a Small Sponsor of a Big Team

Picture this: Your brand's logo shining alongside the giants of the game—a dream for many sponsors. Opting to be a small sponsorship partner of a big team holds undeniable benefits. By harnessing the power of their strong brand name, your own marketing efforts gain instant credibility. You become part of an elite club, elevating your perceived stature among your existing audience and forging a deeper connection with them.

The perks continue. The hottest hospitality tickets in town and access to star players excite your loyal customers and create unique experiences that strengthen their loyalty and affinity for your brand. The association with a well-established team or event can also open doors to networking opportunities and collaborations with more prestigious brands.

Yet, caution is warranted. The glitz and glamour of big teams come with a downside: fierce competition and a sea of sponsors clamouring for attention. Standing out in this crowded space requires astute marketing strategies and a substantial investment of resources. Without dedicated efforts to leverage your sponsorship rights, you risk blending into the background noise and missing out on reaping the full benefits of the partnership.

Being a Big Sponsor of a Small Team

Now, envision a different scenario: Your company as the headline sponsor of an entire event. While their reach may not rival that of the giants, there are distinct advantages to consider. As the headline sponsor, your brand has the opportunity to make a monumental splash within the club's devoted fan base. Unleashing your marketing prowess in this intimate setting can create waves that extend far beyond the pitch.

A smaller team often possesses a fervent and engaged fan community. By aligning your brand with their enthusiasm, you can forge a deep emotional connection and cultivate loyalty. Your new partner’s eagerness to collaborate and support your sponsorship can translate into innovative campaigns and meaningful experiences that captivate both existing and potential customers.

Nonetheless, it's important to acknowledge that the overall reach may be limited compared to partnering with a big team. However, reach alone does not guarantee engagement and really, what is reach without engagement? Focusing your efforts on a specific audience allows for more targeted and personalised messaging, fostering authentic engagement that resonates with fans on a deeper level.

Deciding What’s Right for Your Business

The sponsorship conundrum of choosing between being a small fish in a big pond or a big fish in a small pond demands careful consideration. For established brands with experienced marketing teams and robust resources, associating with a big team offers the chance to amplify your brand's reputation and leverage existing customer loyalty. In this scenario, the success of your sponsorship more than ever will be determined by your ability to effectively leverage your rights to trademarks and other sponsorship rights.

On the other hand, if your goal is to drive new awareness within a specific audience, becoming the main sponsor of a smaller team can generate unparalleled engagement and brand affinity. Ultimately, brands must evaluate their objectives, available resources, and desired impact to make an informed decision in pursuit of achieving their marketing goals. In addition to deciding whether to be a big fish or a little fish the next question facing sponsorship marketers is whether or not it's better to investment the entirety of your budget with a single team or event or to broaden your partnership portfolio, read more on that subject in our article here.

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Birkett Long is a full-service law firm with a presence in both Essex and London. The firm recently partnered with East-Anglia’s first LGBTQ+ Rugby Club, Colchester Kings RFC, in an effort to sustain their positive impact in the community and broadcast their services across the sectors of agriculture, construction, education, health, and social care. We spoke with Jen Skingsley, Head of Marketing at Birkett Long and Colchester Kings superfan, about the importance of meaningful involvement for local businesses in their sponsorship campaigns.

The partnership began with Jen using her connections to the community to contact Sam Biscoe, the Kings' chairperson and Head of Marketing at the Mercury Theatre, of which she is a board member:

“He posted on LinkedIn that he was thinking about setting up the Kings and I replied that this was absolutely something that Birkett Long would be interested in supporting.” 

Recognizing the alignment between Birkett Long's sponsorship plans and the proposed rugby team, Sam and Jen decided to explore the concept further. Initially, both parties were uncertain about what the partnership would entail – Jen was very honest about the fact that the socially-conscious alignment was so palpable, it was very much a case of getting involved with one another as soon as possible.

 "For us, it was about having sponsors that worked well alongside our activities in the community…Our strategy is not just to throw a logo or money at stuff, we want to be fully involved. This was quite an unusual case in that we were involved in their operations first and then tried to work out a way to have effective branding.”

To get the ball rolling, Birkett Long took an active role in supporting the Kings’ marketing efforts. Leveraging their strong social media presence, Birkett Long actively promoted the team's activities, spread the word about taster sessions, thus generating interest. A pivotal moment in their partnership came during Essex Pride – a significant event for the area and beyond.

“They didn't have the capacity to go to Essex Pride at that point and we had a stand there, so we took their leaflets and approached people to ask if they were interested in rugby.”  

Through public engagement in a community-focused event, Kings saw an increase in sign-ups while Birkett Long’s community-conscious efforts were opened up to a participating audience. The legal firm's support enhanced the team's visibility and helped attract potential players and supporters. Furthermore, the exposure garnered during Essex Pride was instrumental in expanding the team's reach and fostering a sense of community around and through the sport.

“With Birkett Long, community is the golden thread that runs through the firm. It's a bit cheesy to say that, but it really is. The people and community are two of our core values - when we see people for interview or meet people out in the community, that is the real thing we get recognised for.”

Birkett Long's involvement in the Colchester Kings RFC extended beyond mere financial support. Jen attended a taster session during the summer, distributing goodie bags to the players and having discussions with them about the club.  As the collaboration progressed and both parties gained a deeper understanding of each other's objectives, Birkett Long became a kit sponsor, enabling them to showcase their dedication with tangible support.

The firm’s sponsorship strategy prioritises active participation over superficial logo placement. By engaging with the Kings Rugby Team's activities, Jen and Birkett Long aim to create a lasting impact and forge a genuine connection with the team and its supporters. Their decision to be actively involved right from the start highlights their intention to contribute meaningfully to the team's success and promote a sense of shared purpose.

“Whenever we look at sponsorship opportunities, we think in terms of: we want to sponsor this, what are we going to get from it? But most importantly, what can we do to help? That way we’re showing that we can be impactful and supportive.”

The goal fits neatly in their wider sponsorship portfolio. In addition to partnering with the Kings, they recently organized a free webinar led by their Wills, Trusts, and Probate expert, Emma Harper, which focused on providing a guide to wills specifically tailored to the LGBTQ+ community. Crucially, any sponsorship that purports to be aligned needs to be meaningful and active on both sides.

The firm encourages their staff to identify and nurture relationships with local organizations that fit with their values. Through these internal connections, Birkett Long has fostered partnerships with diverse organisations, including Essex Search & Rescue, Essex Wildlife Trust, Essex Young Farmers, and St Helena Hospice, a charitable organization established by their late Senior Partner, Christopher Holmes.

So what’s the final advice?

“Make use of the innate personal links to your community first and foremost and see what's important to the local area. Being able to mirror your company values through a local sponsorship is so important.”

The Kings will be joining their first official International Gay Rugby League season in September and both Jen and Birkett Long will be cheering them on.

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Ride London has been saved, ironically, by a car company. Ford will be the sponsor of Ride London for the next three years. On the face of it, the partnership seems an unlikely one that has only served to anger many in the cycling community. However, dig a little deeper, and the logic behind the decision could be brilliant.

The news that Ford will sponsor Ride London will likely be met with the same greenwashing accusations as Shell’s controversial sponsorship of British Cycling. However, unlike the oil giant, Ford’s motivation behind this partnership is not driven by a desire to brush over its harmful environmental impact. Instead, the car manufacturer is raising awareness of a campaign to encourage Londoners to walk and cycle short journeys instead of driving their car. And when they need to drive, Ford’s sponsorship encourages them to do so in one of their electric vehicles.

If the aim was to generate awareness of the campaign, which Ford calls ‘Park the Car,’ then the headlines and social media coverage of such a controversial partnership may do the trick.

Lisa Brankin, managing director of Ford of Britain and Ireland, said: “Partnering with RideLondon is a clear way for us to connect with a wider audience and share the countless benefits of cycling and walking.

It’s also a fantastic opportunity for us to further support both our park the car initiative, promoting smart choices around which mode of transport to use, especially for short distances, and also raise awareness of Ford zero-emission vehicles.”

Read our article on What to do when your sponsorship backfires. For more analysis of sponsorship greenwashing read our article on Coca-Cola and COP27 here.

The post Why Ford’s sponsorship of Ride London shouldn’t be considered greenwashing appeared first on The Sponsor.

Can I get a list of the world’s 500 most valuable banking brands?

This was the question asked of me by the Commercial Director of a Premier League Football team when I was working as a valuation analyst.

The data in question was publicly available, so I was happy to oblige. But curiosity got the better of me, and I had to enquire what this senior sales director intended to do with the information she had been given. "It's a great list for my team to call and try to sell our sponsorship".

I was shocked that a leading sports team could give little thought to the brand attributes they offer and the sponsors that could benefit most from partnering with them. This was quickly followed by a realisation that these experienced sales professionals act this way because their machine gun approach has worked in the past. The final sobering thought is the knowledge that CMOs have agreed to such proposals, perhaps unaware that they were simply number 72 on the list of 500 brands called that week.

I don’t envy sales professionals; their job is hard. But the reality is that the chance of the sponsorship proposal that landed on your desk being the most highly aligned and beneficial opportunity available to your organisation is slim to none.

"If you didn't initiate the contact, then it's probably not the right partner for you."

As sponsorship marketing leaders, it is our responsibility to conduct a thorough and honest evaluation of every facet of our organisation, our audience, what we stand for and how our stakeholders perceive us today versus how we wish to be perceived in the future before even considering searching for a new partner. Once that search begins, it must be proactive, internally led, with thorough due diligence on every opportunity that meets the sponsorship objectives.

This process can seem daunting, and when done correctly, it can and should be time-consuming, particularly for smaller organisations with limited resources. However, specific steps can be taken to whittle down the world of opportunity to just a handful of potential partners.

Most industries carry specific attributes that are true of all brands operating within them. All airlines, for example, claim safety to be the number one priority which can help marketers rule out associations with events that could be considered dangerous.

Once we have determined our industry attributes and the sponsorship categories to focus on, we can further filter the world of opportunity by examining the brand attributes unique to the organisation that set us apart from competitors. This is where words like innovation, heritage and experience come into play. Within our specified sponsorship categories of interest, some specific teams or events represent those brand attributes more than others. For example, sticking with Formula 1, a brand looking to increase stakeholder perception of their heritage, would be better served to investigate a partnership with Williams than the younger formed Haas Team.

Examining industry and brand-specific attributes allows us to reduce the ocean of possible opportunities into a refined grouping of well-aligned potential partners. Read the methodology you should use to calculate sponsorship ROI. It is at this stage, however, that the real work begins. Thorough due diligence of each possible partner, their existing partners, their recent performance, the cost and availability and, of course, assessing whether we as sponsors can provide some form of positive contribution to enhance the fan enjoyment or accessibility of the event.

With so much information to consider, the only possible way of benchmarking opportunities against one another to form a clear picture of which will deliver the best returns for your business is with a scorecard of sponsorship metrics pre-determined around the campaign objectives. Then and only then can we begin to at least have a serious discussion about which partner is the best fit. The only thing we know for sure is that if you didn't initiate the contact, then it's probably not the right partner for you.

You may also want to read our article on Avoiding cognitive bias in sponsorship measurement.

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How is your employer brand? According to Glassdoor, the month of October is an important one for companies as employees decide whether to stay or leave before the long winter months. The changes to our personal and working lives since the pandemic have made millions of people reassess their careers and how they work. With so many talented individuals resigning or thinking about leaving, one of the biggest challenges facing organisations today is retaining and attracting top talent in a competitive environment. In this article, we examine some of the ways sponsorship can help supercharge your employer brand.

Motivate and Inspire

Hard work, high performance, determination and passion are often shown in their purest sense in the teams and individuals we sponsor. The highs and lows of any individual or team’s journey as they strive to achieve challenging goals should be shared with employees. They can be used as inspirational and motivational content in internal communications.

Sponsorship fosters a greater sense of togetherness and camaraderie within an organisation when activated correctly. To do so effectively, the partnership needs to include all employees within the organisation, not just those from the marketing department.

Rewards and Incentives

Marketers are skilled at leveraging sponsorship assets to create unique competitions, prizes, and customer rewards. These same assets can and should be regularly used to reward and incentivise employees for good performance and hard work.

Prizes such as meet and greets with performers or exclusive experiences to play on pitch, for example, provide many HR benefits to an organisation. They motivate staff, improve morale and create great content to be shared by the organisation and across social media by the employees. The key here is how to include as many employees as possible.

Enhanced brand perception

One of the single most significant benefits of sponsorship is the ability to enhance and alter customer perception of our brand. The same is valid for employee brand perception. The law firm Hogan Lovells claims to “actively create an inclusive workplace where each of our people can thrive as their authentic self”. By partnering with the British Paralympic Association, the firm has demonstrated this commitment to current employees and a wider pool of potential talent.

Raise Employer Profile

We highlighted earlier the impact sponsorship can have on brand perception. It is essential to note the role sponsorship can play in raising the overall profile of the organisation and giving employees a sense of pride.

Pride in the organisation is one of the key drivers of job performance. With all things considered equal between two similar employers in a difficult jobs market, sponsorship of a prominent team or event can be the difference between hiring the talent or losing them to your competitor.

A word of caution, employees, have different likes and interests. While we cannot accommodate every individual’s passion, we must exercise caution not to exclude large portions of the workforce. If you are hoping to use sponsorships to foster greater inclusion amongst your employees, then a sure fire way to shoot yourself in the foot is only to sponsor the men’s team.

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