Are you willing to sponsor?
Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
By Emanuele Venturoli| Posted February 28, 2019 | In Sport Sponsorship, Sports Marketing
Why should a company go for sponsorship in place of advertising? Why invest money in sports partnerships and opt for sponsorships when visibility is easy to buy on TV networks, in the press, and on the Internet? Why are the brands changing their way of communicating?
Well, because consumers have changed their purchasing habits: this is the answer. Consumers are mainly sourcing information on the Internet, and they no longer want to be bothered unless they have already made their decision to buy something.
Each of the questions above would take a full chapter in a book to answer—if not a full volume—as both tools have a long and multifaceted history. If the birth of advertising is traditionally referred to as dating back to the invention of the press, the concept of sports sponsorship goes as far back as the age of Peisistratos, a well-feared tyrant in Ancient Greece.
Leaving far-reaching historical discussions aside, let’s immediately go back to the present day with a practical example. Take an ordinary evening in the week and a couple, Simon and Lucy, by way of example, watching their favorite TV show at home while they are sitting on their sofa. All of a sudden the show stops to give way, as usual, to advertising spots for the next 4 to 5 minutes. Simon stands up from the sofa and quickly washes the dishes and glasses they have used for dinner, while Lucy scrolls unread notifications on her mobile phone. As soon as the TV show starts again, the couple goes back to the sofa and draws their attention to it again. What is the result? The couple has not assimilated any of the information and messages broadcast on screen during the 5-minute advertising break. Of course, they were there, in the same room as their TV set, but they are very unlikely to even remember one of the brands advertised during the break.
This is a deliberately trivial example, although it is not that far from a daily routine we are all well aware of. The first reason why companies are moving away from advertising is that consumers have, over time, developed very strong defense mechanisms against an ever more invasive advertising hype that tends to permeate all communications channels. They would rather be in the TV show in place of occupying the breaks and, above all, be there when something interesting happens. If we are not looking for a new car or a new mobile, we are very unlikely to get caught by an advertising spot that is broadcast without being requested and, possibly, at high volume.
If you wish to know more about sports marketing, click here, and you will be redirected to a whole section of our blog on sports marketing. If you wish to know more about sponsorship, click How sports sponsorship works.
What changes does sports sponsorship bring about? Many! Firstly, the brands and trademarks are in the TV program – in the middle of the action – and they are not perceived as intrusive elements. Going back to our example, if Simon and Lucy were watching a soccer match, they would see the names of the sponsors on the jerseys of the players, for instance, or the logos of the partners of the league at the edge of the pitch.
Let’s draw another example, taking the risk of oversimplification one more time. Take Simon again and imagine he is thinking about changing his car: he is constantly bombarded by hundreds of ads relating to any possible type of vehicle. The ads, however, are not very useful, as they are guided by others. To make his choice, Simon will use Google, where he can compare reviews, read the road tests published in sector-specific magazines, view offers, and compare proposals for second-hand cars on the major worldwide portals. In other words, he will eventually make his choice based on a number of pieces of information and criteria that he will have established, without anything being imposed on him. When perceived as above, advertising does not add any value to items belonging to the same product category.
The horizon itself! If we use the example of cars, Simon will be able to associate some automotive brands with Formula 1 racing teams and, at the same time, with great sports clubs, such as Manchester United, which give the brand additional value. This strategy was strongly pursued by Mercedes in the past few years through huge investments in its own sports programs and in sports sponsorships, as they have proved to be a very powerful marketing and communication tool.
The positive values of the discipline to which the brand is tied tend to settle on the brand as time goes by. Over time, the brand we associate with something we love becomes familiar first and then favorite, and this often results in the propensity to purchase, which eventually wins the company a sale.
There is another key point to sports sponsorship that needs to be emphasized. By acquiring marketing and communication rights, the sponsorship gives companies a story to tell, and, in turn, the story is offered faces and images enjoying great popularity and charm. There is, in fact, a difference in creating storytelling for social media using topics and faces that raise a mild interest and in doing so with the help of sports celebrities and exploits that are out there for all to see. Videos, images, and the possibility to watch the most prestigious sports events from your doorstep and play a key role in them are very powerful tools to reach out to the large audience, and they are becoming increasingly coveted by marketing firms wishing to break through to the heart of consumers.
The intent of this post was to illustrate three of the main reasons that mark the difference between advertising and sponsorship, which more and more frequently lead companies to opt for the latter in place of the former. In summary, the three reasons are:
Needless to say, this is not a comprehensive list. Other aspects to be investigated include the cost-effectiveness of the sponsorship tool, emotional involvement, and activation opportunities. These aspects will be the subjects of other posts that will be published in the next few days.
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Are you ready to explore the transformative power of athlete sponsorship for your brand? Click here to learn more about how sponsorship can help brands grow and thrive in the exciting world of motorsports.
A graduate in Public, Social and Political Communication from the University of Bologna, he has always been passionate about marketing, design and sport.
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
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