The subheading on Atomic Sport’s new Rights Holder Manifesto says that “Sponsorship is a game and rights holders are losing.”
That’s a bold statement which some within the rights environment might question but isn’t it always better to be told how you can do something better?
That is the premise of the provocative and thought-provoking new approach from Atomic who are switching their focus towards using their resources and experience on helping major rights holders tackle the challenge of engaging, exciting and acquiring new sponsors.
A report published earlier this week suggested the Sponsorship market in Ireland was to rise to over €200 million in 2018 but for many rights holders, the challenge of getting a share of that is often much harder than the headline numbers suggest.
The scramble for sponsorship continues across all levels of sport and across all markets.
There is clearly an appetite though for more from the main commercial sponsors, at least according to the projected spend and the reported benefits they are getting.
Where then is the disconnect between active buyers and active sellers not getting together as often or as well matched as might be the case?
“Commercial Directors regularly identify sponsorship as the revenue stream with the biggest potential in their business and yet there remains a gap between the ambition of rights holders at the start of a search and where they arrive at,” said Atomic Sport Director Patrick Murphy.
“In an industry where on-field preparation is becoming more innovative and sophisticated, the same cannot always be said of the approach to promoting, planning and securing vital partnerships.”
“Having worked with rights holders such as the European Tour, Rory McIlroy, Team Wiggins, Leinster Rugby and Mitchelton-Scott Pro Cycling; Atomic Sport are now ready to focus exclusively on that rights holder side of the negotiation.”
The publication of ‘The Rights Holder Manifesto’ outlines Atomic Sport’s considered view on what the future might have in store, with the right advice obviously, for clubs, athletes, events and sports organisations.
It’s an impressive calling card in a competitive marketplace both here in Ireland and in the UK.
“We understand and believe in the potential of sponsorship to invigorate and transform brands and businesses. We also believe in the clubs, athletes and organisations who deliver sport as a business.”
The document is an impressive calling card in a competitive marketplace. It outlines what they see as the ten key rules in how to maximise the value and the appeal of what a sports body or club has to offer, and even a few hints on how to make sponsors really look up and take notice.
It’s well worth a look.
The ‘Rights Holder Manifesto’ is available for download here.
Join over 80 agency, brand and rights holder influencers and opinion formers this Thursday morning at the Marker Hotel for a look ahead to the Sporting Year with Paraic Duffy of the GAA, Pat Keogh of Leopardstown Racecourse, Sue Ronan of the FAI, Diarmaid Murphy of the GAA and with Kelli O’Keeffe of Teneo PSG delivering insight on the relationship between sport and the Irish public. Reserve your place here.