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The Racing Mentor podcast is designed to help you find more sponsorship to go racing. It also touches on other careers within motorsport and what it takes to get to the top. Including interviews with drivers, team bosses, journalists and more.
 
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It goes without saying that 2021 was a challenge but, as we know, the show must go on and that includes sponsorship. As such, despite the challenges of 2021, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world. Now, as always, we've wrapped up the year and re-visited the 11 episodes of …
 
Josep Borrell, Head of Commercial Strategy takes us inside Valencia CF’s commercial program. Josep made the move to Valencia CF from the agency side where he spent two and a half years at Nielsen, in London, including roles as a Football Account Manager and a Commercial Insights Manager. Playing in Spain’s La Liga, Valencia have a great footballing…
 
Welcome to the third of three industry roundtables focusing on the future of sponsorship. In each of the roundtables, we hear from multiple guests, from rights holders, brands, and agencies, about how they think the future of sponsorship is shaping up. Each guest will share their views and opinions across the same six questions and, joining us in t…
 
Welcome to the second of three industry roundtables focusing on the future of sponsorship. In each of the roundtables, we hear from multiple guests, from rights holders, brands, and agencies, about how they think the future of sponsorship is shaping up. Each guest will share their views and opinions across the same six questions and, joining us in …
 
Welcome to the first of three industry roundtables focusing on the future of sponsorship. In each of the roundtables, we hear from six guests, from rights holders, brands, and agencies, about how they think the future of sponsorship is shaping up. Each guest will share their views and opinions across the same six questions and, joining us in this e…
 
Based on total website traffic, social media behemoths, YouTube and Facebook are the second and third most visited sites, respectively, behind only Google, with Twitter in 4th and Instagram 5th. To be clear,4 of the top 5 most visited websites are social media websites. All of those people, all over the world, spending all that time on social media…
 
No longer can audience understanding be superficial i.e. females in New York who are between 25 and 40 years old. Consumers are complex people and a rights holder’s and brand’s understanding must go deeper. But what happens when a rights holder can’t provide a potential sponsor with a fully formed, deep, and complex view of their fans? What happens…
 
In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth. Through sponsorship, rights holders help brands access an audience they would otherwise find it hard to access or would not be able to access as cost-effectively. However, we …
 
Big sponsorship announcements are not commonplace right now; as we still aim to get back to whatever normal is going to look like post-pandemic. That is why it was great news to hear that Football Australia recently announced that the Commonwealth Bank will become the official naming rights partner and bank of the Australian national women’s team, …
 
Throughout the world we have seen tobacco sponsorship and alcohol sponsorship banned or curbed in most markets and, right now, the sponsorship industry is watching the UK after a House of Lords Select Committee on gambling recommended that not only should gambling shirt sponsorship be banned by 2023, but “there should also be no gambling advertisin…
 
It has been a whole year since the world shut down because of the pandemic. The plights of rights holders and brands is well documented. Often forgotten in the sponsorship conversation, however, is the third side, the agencies; the ones working between rights holders and brands to activate the biggest sponsorship deals in the world. There are some …
 
As an ever-present Premier League team, Arsenal are a global brand and, while current results are not favourable, they are one of the big six English football clubs, boasting a sponsorship portfolio with some of the world’s most recognisable brands including Adidas, Cadbury, Intel, and Lavazza. Arsenal is just like every other team around the world…
 
Despite the challenges of 2020, it was still a great year filled with lots of amazing chats with sponsorship professionals from all over the world. As always, we've wrapped up the year and re-visited the 13 episodes of Inside Sponsorship in 2020. You might have seen on social media that, for each show, we pull out a 30-45 second snippet and turn it…
 
Passions drive us. Passions define us. Passions connect us. Yet, passions are changing and with the explosion of digital, the democratisation of media, and a plethora of publishing tools available, expression can come in any form and inspiration can come from anywhere. Research from M&C Saatchi Intelligence identified that interest areas that were …
 
Data, measurement, and most importantly, the insights and what we do with them, is something that is driving the sponsorship industry. In a world where we are so connected, 24/7, globally, and with so many data capture points, the power that can be unlocked is immense. Interestingly though, what brands ultimately want to achieve through sponsorship…
 
We’ve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by necessity. Probably the most talked about activation of 2020, however, has been Burger King’s sponsorship of Stevenage FC, who, at the time of the sponsorship, in …
 
One thing that sponsorship professional’s fear, mostly those at rights holders, is a crisis; a situation that may see sponsors walking away from the organisation. Let’s be clear, when we say “crisis” we mean an athlete or staff member brings the organisation into disrepute. For those that are high profile rights holders, it almost feels like it is …
 
There’s no doubt that the pandemic whacked us all and there was a period where we were so reactive to what was going on, and how it played out in different markets, that it felt like we just couldn’t catch our breath. These days, however, we have mostly started moving forward, some markets differently to others. And in that, we’ve seen some really …
 
At Octagon, their purpose is, “to create work that earns attention. Through smart partnerships and generous ideas -- always built around the stuff your audience really loves -- we help you compete for, capture, and ultimately earn the attention of those who matter most to you.” In these current times, it could be argued that that is more important …
 
Born in 2008, the Indian Premier League, the IPL, is a professional Twenty20 cricket league in India contested during March or April and May of every year by eight teams representing eight different cities in India. The IPL is the most-attended cricket league in the world and is ranked as the 6th most attended sport in the world, beating out league…
 
ONE Championship is a celebration of Asia’s greatest cultural treasure and its deep-rooted Asian values of integrity, humility, honor, respect, courage, discipline, and compassion. Their mission is to unleash real-life superheroes who ignite the world with hope, dreams, inspiration, and strength. It has been an impressive rise, to say the least, fo…
 
Like any crisis, throughout COVID-19, many of you have had to deal with managing events and making decisions on canceling, postponing, or pivoting those events. Further, some of you have events on the horizon where a decision will need to be made soon. Chris Baylis is President and CEO of The Sponsorship Collective but also a founder of the Partner…
 
We have contracts for a reason. They set out the rules and expectations for us all to operate in a sponsorship for the good of all and they are set out with all the right intentions – to do good work but also to protect ourselves. What happens, however, when we get blindsided and things change so quickly, through no fault of any of the contracted p…
 
Part of the complexity around the conscious consumer is their expectation that brands stand for something, that they believe in something, and that they will actually do something about it. As such, if brands don’t stand, believe in, and do something, around social causes, then, these days, they are at a massive disadvantage. The nagging question i…
 
Data has become such an essential part of the world and doing business that if you aren’t actively collecting your own first-party data, and then utilising third-party data, you really are at a massive disadvantage; especially considering that your competitors and partners are making very good use of it. As such, for those in working in rights hold…
 
Player appearances can be immensely powerful as part of a sponsorship. And it seems simple enough - put a huge star on stage, in front of a room of people you are trying to impress, or in a marquee as part of an activation, and you’ll engage your audience and there will probably be lots of digital to help spread it all. However, not everyone can af…
 
2019 has been a great year filled with lots of amazing chats with sponsorship professionals from all over the world. As such, we thought we’d wrap up 2019 and visit the other 13 episodes of Inside Sponsorship. You might have seen on social media that, for each show, we pull out a 30-45 second snippet and turn it into a video to help whet your appet…
 
The right look for an event can make or break the impact it has not only those attending but also those watching from afar and definitely on how sponsors, and even potential commercial partners, perceive the event. Rights holders can significantly enhance the experience for fans and corporate partners with the right look, the right environmental br…
 
There are a lot of great minds working in the sponsorship space, across brands, rights holders, and agencies. We often see a lot of movement within the community, with people moving from one rights holder to another or maybe from brand side to the rights holder side or vice versa. Although it does happen, it isn’t common, however, for someone to mo…
 
It’s an age-old question, and challenge – how do we value our sponsorship assets? Unfortunately, there are still large parts of the rights holder section of the industry pedaling pre-determined packages, largely based on the income they are looking to generate and not necessarily the value that they can deliver. Despite some of the best brains in t…
 
Some brands are just constants in the sponsorship landscape. Sure, they may move properties from time-to-time but they are always part of the experience, somewhere. How do these brands consistently figure out ways to stay relevant, engage audiences, and yet not distract from the experiences that audiences are actually there to experience? How do th…
 
We’ve all seen it; the awesome creative execution in a sports sponsorship. Sometimes it is big, bold, and complex, while other times it is so simple, both in idea and execution, that we think to ourselves: “Why didn’t I think of that?” Those executions engage and excite us; not just as consumers but as professionals in the industry (even if you don…
 
Airlines have been major players in the sponsorship space for some time and their affinity with sports, fashion, and other major events makes sense considering some of their passengers travel to not only these events but also for business and other leisure activities. Further, a lot of airlines in the sponsorship space have a global footprint and a…
 
Motorsport doesn’t usually offer a normal nine-to-five schedule. You’ll work long hours, weekends and evenings. As with any job, sometimes you’ll be around people you love, sometimes you won’t. The work can be physical and demanding. You’ll get tired and drink too much coffee. Sometimes you’ll feel battered and bruised.But we do it because we love …
 
Just like data and measurement, activations is a topic that comes up in sponsorship discussions a lot and that’s why we have been focussing a lot on activations at the moment, almost like a mini-series. However, the last episode focused on physical activations, while this episode focuses on experiential activations. There’s no doubt that an activat…
 
Activations, just like data and measurement, is a topic that comes up in sponsorship discussions a lot. Physical activations, the ones designed to engage with audiences, can absolutely drive massive ROI and ROO; when executed well. Those well-executed activations are the ones that bring us closer to a brand or compel us to share on social media eve…
 
Why you need to stop talking about yourself and start focusing on the businesses you're approaching for sponsorship.Listen to more on the Racing Mentor app, now available for iOS and Android.Door Jess Shanahan: Sponsorship Consultant, Mentor, Motorsport PR and Journalist
 
A lot of us are old enough to remember when the broadcast landscape was dominated by TV, radio, and print. As we all know, however, the internet came along and the opportunities to engage with audiences exploded, and continues to grow, as digital provides innovative ways to take people’s offerings, products, rights, and sponsorships right around th…
 
The refrain, "If you don't know where you're going, any road will take you there." is essentially a paraphrase of an exchange between Alice and the Cheshire Cat in Lewis Carroll's Alice's Adventures in Wonderland. It is particularly apt in a sponsorship sense when, even today, we see so many sponsorships that seem bereft of objectives and goals. Th…
 
There are a lot of people who will write blogs and rock up to conferences to talk about the future of sponsorship. While I tip my hat that they have the guts to get up and present, I don’t know about you, but I am often not left full of confidence and enthusiasm for a way forward. As Senior Manager Global Rugby Strategy & Planning at HSBC, Sven Glo…
 
Every time you discuss Asia, and the opportunities it presents, it is hard not to get overwhelmed by the numbers involved. They are truly staggering and just continue to grow. There’s no doubt that Asia has been growing in terms of sport and, with that, sponsorship as well. It would seem that lately, However, that there is a continued trend towards…
 
There is no doubt that sports teams now have a huge reach, with fans all over the globe, following their teams passionately through apps, OTT streaming, and social channels. The norm is for teams to be bound to their home country while traveling domestically for away fixtures. There are some sports teams, however, that travel the globe competing an…
 
The rise of social media influencers, in recent times, has meant that some have been able to create full-time jobs around their influence and followers. They certainly have some power. Simply put, influencer marketing is the process of identifying, researching, engaging, and supporting the creators of highly engaging and impactful content and conve…
 
Sponsorship is clearly important to the banking industry with some of the world’s biggest and longest standing sponsorships involving banks. In Australia, banks have been a staple for many sports teams, events, and community groups. That includes Westpac Group’s brands including Westpac itself, St. George, Bank of Melbourne, BankSA, and RAMS. Westp…
 
Sponsorship, these days, is a well-worn path. Rights holder’s commercial programs are well established and there is lots of great advice and best-practice to follow. While fundraising is a long-established discipline for many charities, more and more sports rights holders have been activating fundraising initiatives to impact positive change in the…
 
There is loads of great advice on how to do sponsorship right. However, with all the advice, steps, guides, hints, and tips available, it isn’t an exact science and it is a challenge in the application. Plus, we are all human and we make mistakes. In fact, Chris Baylis, from the Sponsorship Collective, thinks a lot of you are sinners! That’s becaus…
 
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