Securing a sponsorship partnership with sports that match brand image and target demographics, as well as acquire rights that provide exposure and activation opportunities in their key markets is crucial to success! Feel free to email me at editorial. Lamborghini Hit Record Sales In How To Keep Employees Challenged. You must be logged in to post a comment. Secrets of Success Editor's Picks Featured. By Vindis On Feb 28, You might also like More from author. Building Brands.
CEO News. Prev Next. Leave A Reply. Subscribe Now. While the Jill Ellis Scholarship Fund helps to cover the costs of elite coaching licenses for women, Volkswagen has also pledged funds towards Grassroots License courses, the first step of the U. Soccer Coaching Education pathway , in order to help grow the base of licensed female coaches nationwide.
For those interested in learning more about U. The course takes about 20 minutes to complete and provides the first step for any coach in the Coaching Education pathway.
Soccer and Volkswagen aim to empower female coaches across the country as well as inspire the next generation of female players and coaches through critical representation in the game. Creating meaningful support, advocates and resources for individual female coaching candidates through the SheChampions Coaching Mentorship Program. Showcasing examples of top-quality female coaches as models for other women by promoting the program.
Elevating important conversations about diversity in the soccer community by promoting the programs. Should we sponsor individual athletes, a team, a club, an event, or even an entire league? Sponsoring an individual athlete always carries a high level of risk: performance levels can decline, and reputations can suffer from careless comments — just think about the many pitfalls of social media.
A company might think that if it sponsors a whole league and gives money to a lot of clubs, it could lack a clear focus. The preferences of individual decision-makers for specific geographical regions or sports like golf are still relevant, of course. But less and less so. Sports sponsoring tends to be a medium to long-term communications instrument. One year makes no sense. The recommended period is three years, or preferably longer.
First of all, fans have to notice the presence of a new sponsor. That takes a while. Only after that happens, do they start changing their convictions. Sponsoring is always a marathon, never a sprint. There are two general approaches. One is for sponsors to do a media analysis. What would the Volkswagen Group have to spend in order to get the same coverage in the media? These days there are very good technical ways of measuring what are known as equivalent advertising values.
The second way is to ask the consumers: Has the company become better known? Has a certain preference for it been achieved? The first things to agree upon of course are the duration and financial terms — including whether the funding will be on a one-time or an annual basis.
Then whether other assets or consulting services will be provided in addition to money needs to be agreed. Mixed packages are also possible. Then the rights and obligations of the contractual partners have to be stipulated in detail: How large can the logo be?
How many meters of perimeter advertising can you get? How many tickets will be made available? And finally there are questions like these: How often do sponsored players or the entire team have to be available for trade fairs or exhibitions? Where is the logo permitted or required to be used, and within which geographical limits? And there is also the matter of termination rights. Because the sums of money involved are becoming larger.
Because expectations on both sides have increased enormously. Because competitors could become copycats. These days contracts address every possible detail, no matter how small, which easily results in a few hundred pages. Opel sponsors Dortmund. Marco Reus can and is also required to wear the logo when appearing with his team. But he is not allowed to do so when he wears the uniform of the national team. After all, Volkswagen is the mobility partner. In Formula One, however, the drivers look like walking advertising billboards ….
And that raises the prices in soccer enormously. The DFB can do that because of its monopoly status of the national team. Like all the other companies that make offers, Volkswagen decides what it is willing to pay. If only one company makes an offer, or if potential sponsors actually have to be solicited, then the sums involved cannot be anywhere near as high.
Especially if we assume that in addition to the actual sponsoring sum, there will be costs for perimeter ads, commercials, and ad placement.
We call those the activation fees. Companies purchase rights with their sponsoring money, and put those rights into practice with their activation fees. Formula One is a big player in international contexts. In Germany, soccer is the unrivaled favorite, but higher sums are also flowing into basketball and ice hockey, and more and more into handball again as well.
A major development over recent years can also be seen in sports with individual athletes, such as running events at big companies, or for triathletes. And a lot of investment is going into tennis, golf, track and field and biathlons.
Speaking for myself, I would also like to see a greater range of sports sponsored. The German TV sports magazine Sportschau shows two hours of soccer exclusively, and there are also lengthy broadcasts during the week. But there are a lot of other sports going on in the country as well. Certainly not.
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