MAXIMISING YOUR SPORT’S SPONSORSHIP POTENTIAL

Martin Dillon, Director – Consulting Christine Coates – Director - Marketing & Athlete Education ABOUT M5 Setting the benchmark

 Our vision is to set the industry benchmark as leading provider of commercial sports management and athlete management services.

 We are passionate about mental health and wellbeing – our athletes, clients, suppliers, and our greater industry 5 core areas of business

 Talent management  Consulting services for sporting federations, event rights holders and government agencies  Athlete and industry education (SportsPath)  M5 Academies for high performance athletes  Athlete career development and high performance (emerging and elite)  M5 Storytellers speaker’s bureau Sports Industry Relationships

 Australian Football League  Australian Institute of Sport  A League Clubs   National Rugby League  Cycling NSW  Australian Rugby Union  Cycling Queensland  Super Rugby  Australian Olympic Committee  Sport NSW   NSW Rugby Union  Australia  Sydney Football Ground Trust   GABBA - Stadiums QLD  State Tennis Bodies  Surf Life Saving Australia  Basketball QLD  Surf Life Saving NSW  Ironman Triathlon  NSO's and SSO’s  Major FTA and Pay TV Broadcasters  Football NSW R We OK? Mental Health  Mental health in not discriminatory

 What are you doing within your own Sport to identify this?

 Your partners/sponsors are also asking the same questions of themselves

 I ask it about myself, as should we all. R We OK? Mental Health

 Lead by example

 When members see leaders taking ownership and charge of their own mental health, they’ll be more likely to open up about their own issues.

 Businesses are building their own Mental Health programs and will be looking to partner other businesses that are doing the same.

 So ask yourself – R U OK? 2019 SPONSORSHIP UPDATE The media and sponsorship world is constantly evolving

 Ongoing fragmentation of the global and Australian media landscape  Past ‘givens’, such as PAY TV support, are now eroding rapidly – Foxsports Annual Loss.  Sponsors are developing complex ‘screen-led’ campaigns across online TV, digital banner advertising, native (advertorial-style) online advertising in addition to traditional media (FTA TV and print)  Increasing use of ‘influencers’ and paid social media The media and sponsorship world is constantly evolving

 Rapid change globally:

 dominance of digital media including increased mobile consumption

 increased popularity and investment in e-sports

 increased focus on equality/gender and cultural diversity Sponsorship in Australia

 Australian ad spend to reach $17.2 billion in 2019  World’s 8th largest market  Sponsorship is a key marketing channel for many Australian companies  The last research available valued the sponsorship market at AUD $774 million*  Relative to GDP, sponsorship spend levels compare favourably with other developed nations  Sponsorship generates the largest revenue in comparison to broadcast rights, ticket revenue and merchandise. Sources: GroupM Projections Dec 2018, IMR Research, IEG Leading industry categories in Australia

 Financial Services (13.4%)  Car (13.2%)  Alcohol (7.4%)  Government (6.1%)  Soft drinks (6%)  Telecommunications (5.6%)

Source: IMR Australian market developments

 Sports betting companies continue to engage in sponsorship (FTA TV live betting ban active from March 2018)  Some clubs/codes are adopting anti-gambling sponsorship policies (St Kilda, Essendon and the Western Bulldogs)  Women’s sport continues its rise - netball, AFL, football (Matildas), cricket, rugby  The debate continues around alcohol sponsorship  Sports are looking for alternative revenue streams in addition to Sport Australia funding Australian market developments

 Increased sponsor focus on community values and engagement  Cause sponsorship remains strong. E.g. Westpac and SLSA, Rural Aid – , Boost Mobile has signed with World Surf League in support of their equal prize money for women, BHP - Royal Flying Doctor Service, CUB and Salesforce have signed for Mardi Gras in support of the LGBTQI community. DEVELOPING A SUCCESSFUL SPONSORSHIP PROGRAM A few questions for rights holders

 Are you sourcing revenue from all available corporate avenues?  Are you actively seeking new best-fit sponsors using market-leading materials?  Does your sport have a clear plan on how to increase sponsorship revenue year on year?  Are you servicing and renewing sponsors professionally and cost-effectively? Do You Know What you Own?

Building a commercial program on solid foundations

 Sound sponsorship strategy starts with an independent audit of all sponsorship assets  Provides a baseline - with full visibility and values assigned to all sponsorship inventory (current and potential) including real cost of servicing  Enables optimal packaging of assets, creating of additional packages (and revenue) M5 Audit deliverables

 A clearly defined sponsorship structure with current and potential inventory  Current vs projected revenues  Action plan with sponsorship priorities and tasks  Sponsorship servicing strategy  Strategies for membership engagement and further capture of participation numbers M5 Audit deliverables (cont)

 Market-ready proposals for all inventory (industry leading – re detail and design)  Recommendations regarding new business initiatives.  Six months consultancy support after audit is delivered. Further information

 No-obligation initial meeting  M5 provide a tailored quote based on your needs  Project delivery to agreed milestones Thank you [email protected] [email protected]