Sports Marketing
We have always seen sponsorship sales as a core activity in sports management – and as in any sales environment, you need to explain the features – but you sell the benefits. In sponsorship this boils down to three key categories of benefit: Exposure, Association and Opportunity.
Exposure is using the sponsorship to get the message across – from logos to informational communication.
- Traditional media – TV, radio, newspapers & magazines, event signage (track/stadium, sports person, equipment, etc.)
- Modern digital media – online advertising and social media programmes
- ‘Meta-media’ – multi-player gaming, etc.
The values and messages which emerge from sport are a first level of association. But equally important is going to be what association does it have to the client’s brand – and in what direction could it be used to drive the brand forward. Sometimes an association is not blatantly obvious, but clever enough that it will give a client’s brand an unforeseen boost.
Sponsorship is not just a chance to do something new in terms of communication, but a catalyst for creating new media, PR and promotional opportunities across an entire corporate environment.
You will find the true added value of sponsorships via n the opportunities that organically (and by design) are created through your participation.
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“… but I cannot recall anything better than the trip to Le Mans.”
I have had my share of superb breaks over the years, but I cannot recall anything better than the trip to Le Mans. The event itself was quite magnificent, and the arrangements, hospitality and good… Read more ““… but I cannot recall anything better than the trip to Le Mans.””
“We have never had so much praise for a product launch …”
Just a short note to say thanks for all your hard work last week at the Dynax 9xi launch. Despite initial reservations that there was just too much for it all to run smoothly, we… Read more ““We have never had so much praise for a product launch …””
“… thank you and all the ‘Project 100’ team for a job exceedingly well done”
Now the dust has finally settled from Le Mans ’95, it seemed like a good time to drop you a line to thank you and all the ‘Project 100’ team for a job “exceedingly well… Read more ““… thank you and all the ‘Project 100’ team for a job exceedingly well done””
“Every aspect of the trip was taken care of and organised so well.”
Just a note to thank you for the splendid weekend at Le Maris. Every aspect of the trip was taken care of and organised so well. The weekend was one I will remember for-a long… Read more ““Every aspect of the trip was taken care of and organised so well.””
“Without exception every one of our guests had a thoroughly enjoyable day …”
Just a quick note to thank you very much indeed for the excellent corporate day that we had at the Silverstone Circuit yesterday. Without exception every one of our guests had a thoroughly enjoyable day… Read more ““Without exception every one of our guests had a thoroughly enjoyable day …””
“… thank you, for the “First Class” Hospitality package you organised …”
I felt I had to write, to thank you, for the “First Class” Hospitality package you organised for our guests at Le Mans. Every aspect fell nicely into place due to your hard work and… Read more ““… thank you, for the “First Class” Hospitality package you organised …””
“… the whole experience and itinerary couldn’t have been bettered …”
Just a note to say thanks to you and your team for laying on such a superb outing to Le Mans. I can honestly say that the whole experience and itinerary couldn’t have been bettered… Read more ““… the whole experience and itinerary couldn’t have been bettered …””
“Our customers are still talking about it vigourously …”
I am writing to thank you for such a fantastic day at Silverstone. Our customers are still talking about it vigourously and will no doubt continue to do so for some time to come. Whilst… Read more ““Our customers are still talking about it vigourously …””
“The organisation around the F.T. car was superb …”
I am writing to thank you once again for all your efforts and help at last weekend’s Le Mans 24-Hours meeting. The organisation around the F.T. car was superb, and the car itself looked splendid,… Read more ““The organisation around the F.T. car was superb …””
“Highlights? Almost too many to mention!”
Hi Stuart, Kate, Elodie, Vladimir and Christopher, I can’t believe two weeks have already passed since Le Mans 2015. I just wanted to say thank you to all at project 100 for an absolutely epic weekend.… Read more ““Highlights? Almost too many to mention!””
“Your attention to detail and adaptation to changing circumstances were essential …”
Following the great success of the NextBase weekend in the country, I’m writing to thank you and Robin for organising the whole thing. Your attention to detail and adaptation to changing circumstances were essential to… Read more ““Your attention to detail and adaptation to changing circumstances were essential …””
“… it was a really excellent weekend.”
I have already written to Stuart thanking him for everything at the weekend but felt that a separate ‘thank-you’ to yourself was called for, for all your effort, enthusiasm and boundless energy over the 3… Read more ““… it was a really excellent weekend.””
“Absolutely every aspect of the day was great!”
Many thanks for inviting me to Silverstone last week. I had a thoroughly enjoyable time; what more can I say? Absolutely every aspect of the day was great! Winning the trophies was a fantastic way… Read more ““Absolutely every aspect of the day was great!””
“Thank you for giving me the opportunity to catch the Le Mans bug.”
It was a memorable weekend made that much more so by the wholehearted participation of you, your colleagues and guests and, of course, the very slick organisation which fell down on only one small point… Read more ““Thank you for giving me the opportunity to catch the Le Mans bug.””
“The whole event was superb and I thoroughly enjoyed myself.”
Just a short note to thank you, Phil, Richard and rest of the guys for the superb hospitality extended to me at Le Mans, The whole event was superb and I thoroughly enjoyed myself. All the… Read more ““The whole event was superb and I thoroughly enjoyed myself.””
“… provided an experience above and beyond our expectations.”
Le Mans 2015 – What an incredible experience! Seeing the 24Hours of Le Mans race had been on my “bucket list” for a number of years. I didn’t want to just see the race, I… Read more ““… provided an experience above and beyond our expectations.””
“The organisation, accommodation, food and drink were all first class.”
I would like to thank you, Richard and Phil for an absolutely splendid weekend at Le Mans. The organisation, accommodation, food and drink were all first class. A truly memorable occasion which I will remember… Read more ““The organisation, accommodation, food and drink were all first class.””
“A truly memorable occasion.”
A great hospitality experience – the organisation, accommodation, food and drink were all first class. A truly memorable… Read more ““A truly memorable occasion.””
“… one of the best experiences, ever.”
Stuart, Re: 2016 LeMans trip I can’t again thank you for one of the best experiences, ever. Your, Chris’s and Sam’s assistance at LeMans as well as all of Kate’s updates and correspondence prior to… Read more ““… one of the best experiences, ever.””
“Project 100’s friendly yet professional approach …”
I would like to express my sincere thanks to both you and Sally for the most excellent, not to say ‘warm’ hospitality shown during the recent Le Mans 24 hour meeting. Project 100’s friendly yet… Read more ““Project 100’s friendly yet professional approach …””
“… my company will spread the ‘Gospel'”
I understand from Andrew Palmer and Richard Usher that the Le Mans weekend was a tremendous success for all concerned, and were extremely impressed with the organisation, and choice of Hotel etc. The reason for… Read more ““… my company will spread the ‘Gospel’””
“The whole event ran like clockwork”
I am writing to thank you for inviting me to Le Mans. I had a really enjoyable weekend in excellent surroundings and company. The weekend was very well planned, particularly with the opportunity on Friday… Read more ““The whole event ran like clockwork””
“An extremely enjoyable day and a delicious lunch …”
This is to express my gratitude for the highly successful day you organised for us at Silverstone on Thursday 21st March. An extremely enjoyable day and a delicious lunch was enjoyed by everyone who attended… Read more ““An extremely enjoyable day and a delicious lunch …””
“… continue to be impressed by your professionalism …”
Now that my adrenalin levels have returned to normal I would like to thank you and your team for a wonderful day out. I know it was also enjoyed by John and Rob who continue… Read more ““… continue to be impressed by your professionalism …””
“… knack of organising things that everybody else had forgotten they needed.”
Just a brief note in thanks for the superb trip to Le Mans. As always, the hospitality and company were first rate. Please also pass my thanks to the crew from Project 100, who seem… Read more ““… knack of organising things that everybody else had forgotten they needed.””
“… you can feel justifiably proud of the way everything was organised.”
Thank you once again for your very kind invitation to Le Mans. It was a fantastic event which I thoroughly enjoyed. The accommodation and food provided were both first class, and you can feel justifiably proud… Read more ““… you can feel justifiably proud of the way everything was organised.””
“Just a short note to express my sincere appreciation and gratitude …”
Just a short note to express my sincere appreciation and gratitude for the excellent experience of Le Mans ’95, thanks to Project 100. Only the rain during most of the race prevented it from being… Read more ““Just a short note to express my sincere appreciation and gratitude …””
“Awesome.”
I thoroughly recommend this Le Mans offering. Awesome. [comment on our LinkedIn page relating to our Le Mans 24 Hours VIP Hospitality… Read more ““Awesome.””
“… an event that will not go unforgotten.”
I would like to thank you for the invitation and hospitality to LE MANS from yourself and your team. It certainly is an event that will not go… Read more ““… an event that will not go unforgotten.””