Securing Sponsorship An NGB Perspective Sep 09 Paul Kimberley, Commercial Director RFL
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Securing Sponsorship An NGB Perspective
Sep 09Paul Kimberley, Commercial Director RFL
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Departments of the RFL
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What are our sources of income?
Income
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1. Know who you are!
Golden rules!
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9.4m fans & growing
M, 68%
F, 32%
15-3431%
55+33%
35-5436%
AB,29%
DE,22%
C229%
C120%
So,30%
Sco,8%
No,31%
Mid,32%
Source: TGI
Sex
Age
Socio-economic Geographic
South
Midlands, North
Scotland
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Insight into Rugby League fans
The number of adults with any interest in following sports in last 12 months
• 19,634,000
• 11,756,000
• 10,269,000
• 8,046,000
Source : TGI Q4 July ‘07 – June ‘08
FootballRugby union
CricketRugby League
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• Super League• National Leagues• Student Rugby League• Combined Services• Rugby League
Conference
• Super League Clubs• National League Clubs• Conference/RLS Clubs
In total there are over 3,000 teams
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• 8,046,000 adults in the UK have any interest in rugby league
In the last 12 months
• 7,213,000 adults have watched RL on TV
• 1,996,000 have read about RL in the newspapers
• 694,000 have looked up RL on the internet
• 657,000 have paid to watch RL at a venue
• 321,000 have played or taken part
How many ‘fans’ are there UK ?
Source : TGI Q4 July ‘07 – June ‘08
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Who are they ?
• 62% of them are men – 38% are women
• 62% of them are married ..... happily
• 5% are divorced !
• 33% have kids – 67% don’t
• 42% work more than 30+ hours per week
• 4% are unemployed !
• 23% are retired
• 56% of them are considered to be upmarket (ABC1)
Source : TGI Q4 July ‘07 – June ‘08
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What have they experienced in the last 12 months ?
compared to the average adult in the UK
• 44% more likely to have started university
• 30% more likely to have moved in with their partner
• 24% more likely to have had a 2nd child
• 23% more likely to have changed job
• 17% more likely to have moved out the parental home
• 9% more likely to have got engaged
Source : TGI Q4 July ‘07 – June ‘08
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1. Know who you are:• Internal culture• Reach• Demographics• Location (Town, City, County, Country)• Specialism• Timeframe• Volume of activity
Golden rules #1
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Golden rules #2
2. What are your unique traits?
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DVD
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athleticism, impact, entertainment
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Affordable not ExpensiveFeet on the Ground not Head in the Clouds
Exciting not BoringSportsmanship not Gamesmanship
Respect not AbuseFamilies not Yobs
Inclusive not ExclusivePassion not Fashion
Rugby League is…
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Rugby League is accessible – ticket prices are affordable, our players like to mix with the fans, its safe and everyone is welcome.
Rugby League is engaging – the game brings people together, it gives them a communal sense of pride and belonging that binds our fans to the sport.
The players exhibit individual skill, athleticism and teamwork in a fearless pursuit of victory.
Ours is an honest sport that is conducted with integrity, dignity and respect for others.
The on-pitch spectacle of a fast-moving highly competitive game is mirrored by the vibrancy and excitement of the match-day atmosphere around the ground.
Its almost impossible to overestimate the fans’ enthusiasm for the game; their knowledge, their pride, their loyalty and their open acceptance of anyone who shares their passion for the sport.
Brand expression
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Positioning Matrix
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Who you are+
Unique traits= the proposition
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Agenda
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What are the reasons to buy?
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What are the reasons to buy? Sell Affinity Kudos Build coverage/exposure Create an income stream Positive PR Corporate responsibility Hospitality Preparing to sell business Local connection Family connection Chairman’s whim
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– Develop a culture that refers people to you!
– Top down is important (Owners, CEO’s, Players, Vice-Chancellors, coaches, fans, season ticket holders, MP’s
– Local papers, awards, photo’s, talking heads, adverts, radio/TV adverts
– Libraries/directories
– Meet the players evenings, town festivals
– Chambers of Commerce, networking events
Prospecting
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1. Let it grow, flower and vegetable festival, Manchester
You are in the events team of “Let it Grow” a new flower and vegetable
show held in city centre Manchester in July 2010, who might you approach for commercial partnerships & why?
2. Whizz Energy drinks, Buckinghamshire You are working in the marketing team of a soft drinks company that has bought the license to a new energy drink and are planning a
Sept 2010 launch. What properties and events might you want to approach and why to help launch the brand?
Group Exercise
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Universities – Rights holder or sponsor?
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Future?
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COLUMBUS, Ohio, (March 30, 2009) –The Ohio State University Department of Athletics today announced it has reached an agreement with IMG College, a division of IMG Worldwide, and RadiOhio Inc., for a 10-year multi-media rights partnership. The total deal is valued at nearly $128 million, which includes $110 million in guarantees, the largest athletics multi-media rights guarantee in collegiate sportshistory
Universities – Rights holder or sponsor?
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Contact details:
Paul KimberleyCommercial Director
0113 237 [email protected]
Red Hall LaneLeedsLS17 8NB
Questions