Sports Sponsorship & Branded Entertainment
Confidential and Proprietary Any use of this material without the specific permission of Leverage Agency is strictly prohibited
• Features a combination of extensive buy and sell side experience. • Offers a suite of services for clients that range from one (1) day workshops to annual engagement platforms. • Serves as a complement to the client marketing team as well as any external marketing, PR and communication agencies. • Our guiding principals and goals for our clients: • Identify unique ideas to differentiate from the competition • Develop relevant messaging and positioning • Connect with the target audience in an “impactful” manner • Justify and manage costs with relevant metrics • Develop profitable partnership opportunities • Drive sustainable sales, productivity and overall performance
“Seek first to understand, then to be understood.” – Stephen R. Covey Author; “7 Habits of Highly Effective People”
Sports & Entertainment Sponsorships •
Provides brands with a multi-platform approach to engage their respective targets.
Offers an element of customization that can be highly detailed to the specific attributes, positioning and messaging of a brand.
Allows brands to tap into and leverage peoples true passions as a way to authentically create brand affinity and long term loyalty.
Creates a form of “category exclusivity” that is not readily available in other forms of marketing.
It works! Sponsorship is a key component of numerous, blue chip brands marketing mix each year, including: • • • • • • •
American Express AT&T Coca-Cola Ford JP Morgan Chase Nike Proctor & Gamble
Its Growing! While numerous forms of marketing are seeing declines in terms of overall investment and implementation, sponsorship continues to grow year over year.
Domestic Sponsorship Investment
Global Sponsorship Investment
Sponsorship Investment by Sector
Sponsorship Investment by Medium
Per IEG, sponsorship spending by North American companies was expected to total $19.9 billion in 2013, up 5% from 2012.
Leverage Consulting Team President, Sports & Entertainment Consulting Previous Positions: Anheuser-Busch, Inc. (21 Years) Global Brand Experience: Budweiser Family, Bud Light Family, Michelob Ultra, Busch/Busch Light, Stella Artois, Beck’s, Natural Light, Amberbock, Shock Top Major Property Experience: AEG, Dierks Bentley, Zac Brown Band, Jay-Z & Made In America, Live Nation, Sundance Film Festival, Grammy’s, Dale Earnhardt Jr., Kevin Harvick, Kasey Kahne, Aaron Rodgers, MLB, NBA, NFL, NHL, AVP Pro Beach Volleyball Tour, Major League Lacrosse, UFC, USOC and Vail Resorts Education: St. Louis University (MBA & Bachelor of Science) Outside Leverage Consulting: • St. Louis Sports Commission Executive Board of Directors • St. Louis Police Athletic League Executive Board • Ivy League Sports Symposium Speaker • Michigan Sports Business Conference Speaker • SUNY-New Paltz Business Convention Speaker • Sports Business Daily Industry Conference Panelist/Speaker • St. Louis University Student Athlete Of the Year
VP, Sports & Entertainment Consulting Previous Positions: St. Louis Rams, International Management Group (IMG) Major Brand Experience: Jose Cuervo, Kraft, Nivea, P&G, and REI Major Property Experience: AVP Pro Beach Volleyball Tour, Bike New York, Ironman, The Grammy’s and The Tribeca Film Festival Education: Rutgers University (Bachelor of Science – Sports Management) Outside Leverage Consulting: • Member of the Rutgers Varsity Men’s Swim Team. • Two-time recipient of the August W. Henizman Jr. Memorial Trophy, which is awarded to the most inspirational member of the team. • Member of the Speaker Advisory Committee for Sports & Arts in Schools Foundation (SASF), a non-profit organization that helps bridge the academic performance gap among under-achieving students in New York City.
Plan to Work Work the Plan
Reach + Engagement
Reach • Who is your target? • When are you trying to reach your target? • Where is your target located?
Engagement • What is the most impactful way(s) to engage your target?
Influence • How do you measure influence?
As an agency, it is very difficult to make strategic and impactful decisions without understanding the client. The first step that Leverage Consulting undertakes with a new client is developing a detailed database of information and insights that will help enable us to become experts in understanding our client’s business across multiple verticals. Through this step, we review numerous topics that include: • Client Business Background • Competitive Landscape • Client Target(s) • Internal Marketing Team Structure • External Partners / Agency’s Roles and Responsibilities • Previous Marketing Efforts and Results
ACTIVATE “The problem is not the ideas. The problem is getting them executed.” – Michael Eisner, Former CEO, The Walt Disney Company
In addition to properly identifying the right opportunity / sponsorship platform, it is crucial to “ACTIVATE” sponsorships strategically, flawlessly and most importantly, impactfully. This includes, but is not limited to the following: • Create extended engagement periods around the sponsorship • Leverage and incorporate the sponsored property’s brand equity • Integrate the sponsorship into other marketing promotions and communications • Dedicate the appropriate staff and resources to fully “ACTIVATE” the sponsorship
The Sponsorship Look for ways to integrate a sponsorship across the following verticals:
The Consumer Use sponsorship as a way to advance the target consumer through the following stages:
Suite of Services
Leverage Consulting Services • Annual Engagement • Project Engagement • Consulting Workshop • Additional Services • Event Activation Planning & Development • Hospitality Consulting • Traditional / Digital Media Buying Recommendations • PR
Annual Engagement Sports, Entertainment and Lifestyle Marketing Strategy Development •
• • •
Co-creation of a fully integrated Sports, Entertainment and Lifestyle Marketing strategy based on insight and goals from the client team • Developed as part of an understanding of the overall client strategy and what are the “must haves” moving forward Overall portfolio review and recommendations Identification of new, 3rd party sponsorships and programs Analysis of competitor(s) sponsorships and programs • Updated quarterly after initial analysis Development of custom, client “owned”, integrated programs
Negotiation and Management of Sports, Entertainment and lifestyle Marketing Investments • •
Negotiation of renewals and new sponsorships and programs Management of sponsorship and program assets
Reporting and Analysis •
Monthly reporting and analysis of sponsorship and program results
Approximate Investment of: $7,500 - $10,000 per month. Final investment to be determined by the overall scope of work.
Project Engagement Project Engagement Examples: • Sports, Entertainment and Lifestyle Marketing Strategy Development • Portfolio review and recommendations • Individual partnership review, recommendation, negotiation and management • Analysis of competitor(s) sponsorships and programs
Approximate Investment of: $20,000 - $50,000 per project. Approximate project time is 2 – 4 months. Final investment to be determined by the overall scope of work.
Consulting Workshop One (1) day customized workshop which Leverage Consulting will cover a series of topics at the client’s office that may include: Project Engagement Examples: • Benefits / strengths of sponsorship • Relevant / applicable sponsorship examples for the client • How to leverage sponsorships across multiple business verticals
Competitive analysis • Understanding the competitive landscape • What do the competitors “do well” with their respective sponsorships • Where are the opportunities
Existing Partnership Review • Review of assets and inventory received as part of current sponsorships • Identification of additional assets and inventory not currently received that could be beneficial • Assist with the ideation around specific activation concepts
Consulting Workshop Investment , Packaging & Valuation • Provide insights into how to identify and receive the most relevant inventory as part of a sponsorship • Share guidelines and market intelligence on current sponsorship fees
Recap / POV • Within three (3) weeks of the workshop, Leverage Consulting will prepare an executive recap of the workshop along with customized recommendations and POVs. • Client will receive an in-person, six (6) month follow up meeting with Leverage Consulting to review client progress, feedback and results to date. Approximate Investment of: $5,000 - $10,000. Client is responsible for all travel / accommodation costs. Final investment to be determined by the overall scope of work.
Contact Brad Brown
President, Sports & Entertainment Consulting firstname.lastname@example.org O: (212) 752-2500 C: (314) 852-1036
VP, Sports & Entertainment Consulting email@example.com O: (212) 752-2500 C: (732) 687-8876