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 Cycling Australia National Rugby League Cycling NSW Australian Rugby Union Cycling Queensland Super Rugby Australian Olympic Committee Sport NSW Sport Australia NSW Rugby Union Triathlon Australia Sydney Football Ground Trust Tennis Australia 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 – Cricket Australia, 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]