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Part two of our 24 lessons drawn from the Irish Sponsorship Summit at Croke Park where almost 200 professionals from the world of sport and business came together to do things a little better than they were the day before.
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9. The Heineken activation of the UEFA Champions’ League sponsorship is backed by broadcast sponsorship in 150 of the 200 global markets in which it is televised.
10. There are three key areas of credible involvement.  You are in the game if you are Nike or Adidas.  You are at the heart of the fan experience if you a Heineken or Coca Cola.  You are in the background if you are an airline or Mastercard. Once you know where you sit. you can make your campaigns work for your audience from the right perspective.
11. Add value to how the fan experiences an event.  The example of the Heineken cool room at music festivals addressed a problem that existed in the fans mind about warm beer in a campsite.  Problem, solution, success.
12. Get creative on content and use whatever you have to make something compelling.

13. From a fans perspective think less about where they watch a game as who they watch it with. Add value to that experience.
14. 74% of 18-35 year olds do not believe celebrities when they endorse a product.  Make sure you find out why the other 26% do.
15. As a sponsor you have access to areas where fans want to be but cannot generally get.  Use that and deliver memorable experiences that put the brand at the heart of a fans passionate relationship with the team or event.
16. Thinkhouse’s three trends to watch in 2014 are crowd funding, wearable technology and super niche social media.  Good that Sport for Business has been ahead of the curve on all three.
Read thoughts 1-8 of what we learned
Read thoughts 17-24 of what we learned