Inside Sponsorship

By
- Inside Sponsorship

0 Ratings: 0
Episodes: 100
Avg. duration: 59min
Language: English
Format
Category: Economy & Business

Inside Sponsorship is the show that provides sponsorship professionals with advice, insights and news so that they can maximise their commercial programs and achieve best practice.

Episodes

Inside Sponsorship - ASTC - Jason Cornell - Ep30 - Mar 2017In this Inside Sponsorship episode, we speak to Jason Cornell and go inside a wide range of sponsorship programs including the Hong Kong 7s and the Hong Kong Jockey Club. Jason has over 15 years’ leadership experience initiating, negotiating and maintaining multi-year sponsorship agreements with leading international brands. His career pinnacle has been introducing commercial sponsorships to the Hong Kong Jockey club for the first time in history. Through conceiving, negotiating and activating multi-year and multi-million dollar agreements with top brands such as Cathay Pacific, HSBC, Mercedes Benz, Citibank and Audemars Piquet, Jason was able to establish the Cathay Pacific HK International Races, the HSBC Premier Series and the Citi Triple Crown elevating the club to being one of the largest and most respected in the world. Leveraging an extensive background in sport, before moving into sports management and organisational leadership positions, Jason understands exactly how to maximise the commercial benefits from sponsor partnerships, applying over a decade of expertise and a portfolio of achievements to transform revenue models and performance. If you want to get in touch with Jason, you can connect with him on LinkedIn , visit www.alicespringsturfclub.org.au or follow #outbackraces. Mark also joins us to delve into, and add clarity, around the age old debate of the difference between Return on Investment and Return on Objectives in your sponsorships and which is the source of happiness. As always, if you have an idea for a topic, a segment, someone you’d like us to have on the show or just a question, then be sure to get in touch. Enjoy. See omnystudio.com/listener for privacy information.
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54min
CrownBet - Ed Owens - Inside Sponsorship - Ep31 - Mar 2017Gambling sponsorship has grown significantly; especially in the sports sector. It creates a lot of debate both within the industry and the general public. Increasing legislation and controls means that both rights holders and gambling brands need to ensure they work more closely together to maintain the integrity of both brands. As such, gambling brands are increasingly looking to blend their sponsorship with their wider corporate social responsibility. So, in this episode, we speak with Ed Owens, Chief Marketing Officer at CrownBet. You can connect with Ed on LinkedIn and find out more about CrownBet at www.crownbet.com.au Mark also joins us to discuss the foundations of good reporting and provides four principles to follow. You can read Mark’s detailed blog here. Enjoy. See omnystudio.com/listener for privacy information.
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46min
Inside Sponsorship - Southampton FC - Stuart Ramsey - Ep32 - Apr 2017The English Premier League commands a worldwide audience. Current values of shirt sponsors, across the 20 teams, totals £233.6M per season. It’s clearly big business and attracts big brands and especially international ones.However, it is a market that is crowded, and for some clubs, it’s not just about saying “We are a Premier League team; sponsor us” and brands just saying “Yes”. As such, some clubs are building sustainable commercial programs including alternative sources of revenue. Southampton FC is one of those clubs and Stuart Ramsey, Head of Sponsorship, joins us in this episode to take you inside their commercial program. You can connect with Stuart on LinkedIn and find out more about the club at https://southamptonfc.com Mark Thompson also joins us to build on last episode’s chat about reporting and the four key principles that you need to follow for good reporting. This time around, Mark talks about the key ingredients for a good report. You can read Mark’s blog here. Enjoy See omnystudio.com/listener for privacy information.
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1H 10min
Inside Sponsorship - ASB - Mike Wootton - Ep-33 - Apr 2017Banks have big budgets and there aren’t many that don’t utilise sponsorship as part of their marketing plan. In New Zealand, in 1906, after many years of lobbying the government, a Special Bill was passed enabling excess funds to be directed to community projects. Since that time ASB has been recognised and respected for the support it gives to the communities in which they operate. ASB's Corporate Responsibility Report talks ASB’s values and the work they are doing to build and support sustainable New Zealand communities. ASB has a wide-ranging sponsorship approach, from involvement in community-based events right through to the all-conquering New Zealand All Blacks and in this episode, Mike Wotton, Sponsorship Manager takes us inside sponsorship at ASB. You can connect with Mike on LinkedIn and find out more about ASB at www.asb.co.nz/about-us Mark Thompson also joins us to talk about his latest blog which examines the areas that, as sponsorship managers, you might consider enlisting some help in. Enjoy See omnystudio.com/listener for privacy information.
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54min
Inside Sponsorship - Aligning Benfits to Sponsor Objectives - Ep-34 - May 2017While there are lots of things that go into making a partnership successful, there is probably one element that is more important than others – ensuring that the benefits you offer a sponsor are done so in a way that will help them meet their marketing objectives. We all know that sponsorship is really just one element of a brand’s marketing and that brand’s will cut marketing that isn’t delivering results. That makes sense. Yet, we also that the industry, by and large, still struggles somewhat in ensuring that partnerships kick off on a strong foundation in the sense that the benefits being delivered are the right ones. That’s why we developed a step-by-step guide to help you uncover a potential sponsor’s objectives, position suitable benefits, achieve buy-in and ownership from the sponsor and then set agreed goals around the partnership’s objectives. That’s what this episode is all about. You’ll walk through, in detail, the steps on how to do all of that. Further, if you follow the advice in the guide, the end result will change your success rate in signing sponsors but also that they will be much more beneficial and long-term relationships. You can download the eBook Aligning Benefits to Sponsor Objectives here. Also, in this episode, Mark Thompson, our MD, joins us to talk about something that he is a massive advocate of – storytelling and how important it is within sponsorship. Enjoy. See omnystudio.com/listener for privacy information.
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59min
Inside Sponsorship - Invictus Games - Tim Hodgson - Ep-35 - May 2017Most of us will never know the horrors of combat. Many servicemen and women suffer life-changing injuries, both visible and invisible, while serving their countries. How do they find the motivation to move on and to not be defined by their injuries? How can they be recognized for their achievements? Prince Harry asked these questions. Following a visit in 2013 to the US-based Warrior Games for wounded, ill and injured military personnel and veterans, he was inspired to create an expanded international version. The first Invictus Games took place in London in 2014 and attracted more than 400 competitors from 13 nations. The second Invictus Games took place in 2016 in Orlando, Florida, and built on the excitement of the London Games with more than 500 competitors from 14 nations. The Invictus Games demonstrate soldiers’ and veterans’ tireless drive to overcome and the power of sport on their journey to recovery. The Invictus Games is about much more than just sport – it captures hearts, challenges minds and changes lives. It is a fascinating story and that’s why we invited Tim Hodgson, Chief Commercial and Marketing Officer, at Invictus Games Sydney 2018, on the show to take us inside their commercial program. During the chat, Tim mentions a few awesome projects he's been a part of and you can find out more about them here. Australia's Greatest Athlete XXXX Gold Beach Cricket Speights Great Beer Delivery Also, in this episode, Mark Thompson, our MD, joins us to talk us through 5 steps to managing a crisis in sponsorship. Here’s Mark. Enjoy See omnystudio.com/listener for privacy information.
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1H
Inside Sponsorship - Selling - Trent Leyshan - Ep 36 - June 2017Some people are sales naturals while some have worked hard to be good at it, some struggle with it and some hate that part of sponsorship. However, if you aren’t involved in upfront sales then your delivery and management elements will most likely flow into renewal discussions and so sales come into play then. There are many traps to fall into in sales and we all have areas we could be better at or even just benefit from some fresh, non-sponsorship industry, views. Besides, there aren’t too many people in the sponsorship industry that can call themselves sales experts and have nothing left to learn. One person who is an expert, is Trent Leyshan, Founder of Boom! Sales and Trent joins us on the show to provide advice so you can sell effectively. If you want to find out more about Trent, BOOM! Sales or his books, connect with him on LinkedIn or visit www.boomsales.com.au Also on this episode, our MD, Mark Thompson, joins us to discuss the key to sponsorship relationships. Of course, it is delivery but not the kind you think! Enjoy See omnystudio.com/listener for privacy information.
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1H 4min
Inside Sponsorship - Unified Measurement - Michael Tange - Nielsen Sports - Ep 37 - June 2017How do you measure and report on sponsorships when there are so many moving parts? If you are a brand, measuring what you are receiving, and the ROI and ROO, is imperative. It’s at the pointy end of your marketing activities and, no doubt, you need to report internally on how you are achieving success with spending company budget. If you are a rights holder, you need to be measuring and reporting to your sponsors so that you can show you are an important part of that marketing budget. At a bare minimum, if you are both following good goal setting process, and setting SMART objectives for the sponsorship, then measuring those objectives is a non-negotiable. That’s the M part of SMART! No surprises there but, again, how do you measure and report when you have so many moving parts? The answer is Unified Measurement and it isn’t just more industry jargon. Instead, it is something that you cannot ignore anymore. Recently, Nielsen Sports produced a whitepaper, Unified Measurement – Defining A New Sponsorship Currency, and in this episode, I speak with Michael Tange, SVP Global Head of Strategy & Solutions, at Nielsen Sports & Entertainment, to take a look at the whitepaper in depth and unpack what it means for you. You can download Nielsen Sports’ whitepaper here - Unified Measurement – Defining A New Sponsorship Currency - and you can also connect with Michael on LinkedIn. Mark also focuses his regular blog on the topic of measurement and discusses the importance of understanding your data and consistent measurement. Enjoy. See omnystudio.com/listener for privacy information.
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51min
Inside Sponsorship - China - Claude Ringuet - Ep-39 - July 2017In recent years we’ve heard a lot about the potential of emerging markets, across all industries, and it is easy to see that emerging markets will have an impact on the global sponsorship industry. Emerging markets are increasingly engaging with and investing in top-level sport: the next three Olympic Games will be staged in Asia while Russia and Qatar are the next two FIFA World Cup hosts and Japan will host the Rugby World Cup. Of huge significance, and leading the way, is China. With 1.38 billion people, it represents a significant and mostly untapped market. Further, the Government has targeted a US$813 billion sports industry by 2025 and that will be fuelled by major investment across all aspects of sports – in events, facilities, teams, leagues and grassroots programs. The mind boggles! To help us understand the emerging Chinese market, and as part of our series exploring Nielsen’s commercial trends in sports, of which #1 is the emergence of new sporting powers, led by China, Claude Ringuet, Managing Director South East Asia & Greater China, joins us on the show. You can connect with Claude on LinkedIn and download a copy of Nielsen's Commercial Trends in Sport 2017 here. Also joining us on the podcast, as usual, is our MD, Mark Thompson, who, whenever we welcome a Nielsen staff member on the show to discuss one of their commercial trends, will blog about the topic through the lens of what the trend means for the sponsorship industry. In this episode, Mark provides his take on China and outlines four things sponsorship managers should know. You can also read Mark's blog here - How the Emergence of New Sporting Powers, Led By China, Impacts Sponsorship Enjoy. See omnystudio.com/listener for privacy information.
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1H 2min
Inside Sponsorship - Sponsorship Mistakes - Abby Clemence - Ep-40 - August 2017Mistakes. We all make them and, sometimes, we make the same mistake over and over. Maybe it’s because we get excited about an opportunity and rush even though it’s against our better judgment; “Oh, it’ll be different this time around!”. Maybe we just don’t know how to do it better. The thing is, we can learn from mistakes but most of us don’t really want to talk about them too much or seek advice. Then there are the mistakes that we haven’t made yet but which others have made and we can learn from. Luckily, Abby Clemence, from Infinity Sponsorship, is willing to talk about her mistakes and what she’s learned. A while back, we received an email from Abby with the subject 7 Sponsorship Mistakes I Will Never Make Again. It was an insightful read and, as an international speaker and one of Australasia's leading corporate partnership advisors to the Not-For-Profit Sector, we thought it was a great opportunity to invite Abby on the show and share her mistakes with you in detail. If you want to connect with Abby then there are lots of great opportunities including website, Facebook, Twitter, LinkedIn and a great LinkedIn Group. There’s also Abby’s Fundraising Academy and a Free 14-day Sponsorship-Game-Changer Program which are both definitely worth your time. If you love this episode, and you haven’t already, you should head way back to Episode Nine where we had Abby on the show where, again, she shared loads of great insights and advice. Also on the episode, we welcome a new contributor to the podcast, Sam Irvine, who is our Territory Manager for SponServe in Australia and New Zealand. Sam joins us to share a key question that he wished he had asked sponsors but never did. Enjoy. See omnystudio.com/listener for privacy information.
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1H 7min

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