Daniel Glantz, AIG Global Head of Sponsorship and key note speaker at the 2016 Irish Sponsorship Summit, offers advice for brands considering one of the most visible forms of sport sponsorship – jersey sponsorship.
CONSIDERING A JERSEY SPONSORSHIP?
Jersey sponsorship is an effective marketing vehicle as it offers a brand the ability to differentiate itself in a busy advertising and sponsorship environment and maintain visibility as ad-blocking technology grows. Exposure goes well beyond a match or game, with the brand featuring in sports highlight videos and photographs in traditional and social media. If done well, jersey sponsorships can grow brand awareness, loyalty, equity and recall. They can also help reach targeted markets.
Before negotiating a partnership you must consider:
Overall marketing strategy: A jersey sponsorship can provide tremendous exposure; however, it only makes sense if it fits into your brand marketing strategy. Ask yourself whether you will reach geographic and demographic audience targets, align with your business strategies, and support employee programs.
Activation: Much more goes into a partnership than putting a logo on a jersey or billboard. A solid activation plan will need to be established along with the budget to successfully carry it out. If considering a jersey sponsorship, determine whether you will sponsor practice jerseys as well, and where exclusivity can and will be offered. In the case of a global property, the activation strategy needs to be flexible enough to adapt to specific markets.
Organisational values: I will be speaking more about Dublin GAA at the Irish Sponsorship Summit but in the case of the AIG sponsorship of NZR and the All Blacks, we found a common bond in that both organisations are resilient, willing to defy the odds, promote global unity, and thrive through preparation and teamwork. Where there are other sponsors, the values that they link to their own partnership should also be considered to reduce the possibility of conflicting messages.
Sponsorship sensitivities: Concerns over commercialization and internal support should be considered. The All Blacks sponsorship was historic because the front centre of the jersey had yet to be branded and is considered sacred among players and fans alike. We received positive feedback on displaying the AIG logo in a way that respects the history and tradition of the All Blacks jersey and the enduring legacy of New Zealand Rugby. An article in Sports Business Insider said, “How refreshing it is that AIG have modified their logo so that it better fits in with the All Blacks’ look. Gone is the bounding box and their signature blue. It’s still recognisable, just more humbly understated. Rather than confusing their branding, AIG’s openness to compromise enhances their integrity by casting them as cooperative team players.”
Research: Work with an independent third-party to get a reliable valuation; an accurate assessment of market, business strategies, employee and client presence; and industry and company specific key performance indicators.
Contractual Agreement: The agreement reached between parties should address rights issues; clearly define the apparel and brand elements on a jersey/kit, merchandise, and accessories; outline a creative design collaboration and approval process for your brand and third party sponsor usage; cost recoveries for any trademark registration and IP enforcement requirements, and specify the image, creative and promotional support around jerseys. Also, make sure your agreement includes a moral turpitude clause so the partnership can be dissolved if circumstances warrant.
KNOW THE LIMITATIONS AND COLLABORATE WHERE POSSIBLE
Some aspects of sponsorship are in your control and many others are out of your control. A brand can manage logo usage and activation. However you can’t unilaterally dictate things like apparel pricing, jersey quality, merchandising, old inventory, logo blocking, off-pitch behavior of players, media exposure, social and digital commentary, rules or brand guidelines associated with a sport, and category conflicts with other teams and naming rights partners.
With a jersey sponsorship you are more likely to collaborate and work closely with the apparel partner and other third party sponsors. Where possible, responses to these types of events should be discussed and agreed in advance with the sponsored property.
INVEST IN MEASUREMENT
We closely monitor in-game, traditional media and digital/social media exposure. Metrics involve brand exposure and recognition tracking, digital and social media, consumer engagement and employee engagement, and general hospitality and hosting metrics. Merchandise and spectator sales are also monitored.
Furthermore, as a jersey sponsor broadcast ratings, stadium attendance, team success, and overall sport participation numbers play a role. We are in a good position to not only track progress, but to make adjustments where needed to maximise our sponsorship investments.
AIG’s Daniel Glantz will be speaking at the 2016 Irish Sponsorship Summit on February 25th sharing first hand insight and learnings from the All Blacks, Rugby World Cup and Dublin GAA. For more information on Ireland’s premier sponsorship event and to register for your early bird ticket, priced €349 each or two for €599, visit www.IrishSponsorshipSummit.ie.
This article originally appeared in the Sunday Business Post, fellow partners in the Irish Sponsorship Summit
