MAXIMISING

YOUR SPORT’S

SPONSORSHIP POTENTIAL

Martin Dillon, Director – Consulting

Christine Coates – Director - Marketing & Athlete Education

ABOUT M5

Setting the benchmark

Our vision is to set the industry benchmark as

leading provider of commercial sports

management and athlete management services.

We are passionate about mental health and

wellbeing – our athletes, clients, suppliers, and

our greater industry

5 core areas of business

Talent management

Consulting services for sporting federations, event

rights holders and government agencies

Athlete and industry education (SportsPath)

M5 Academies for high performance athletes

Athlete career development and high

performance (emerging and elite)

M5 Storytellers speaker’s bureau

Sports Industry Relationships Australian Football League

A League Clubs

National Rugby League

Australian Rugby Union

Super Rugby

Sport NSW

NSW Rugby Union

Sydney Football Ground Trust

GABBA - Stadiums QLD

Surf Life Saving Australia

Surf Life Saving NSW

NSO's and SSO’s

Football NSW

Australian Institute of Sport

Cycling Australia

Cycling NSW

Cycling Queensland

Australian Olympic Committee

Sport Australia

Triathlon Australia

Tennis Australia

State Tennis Bodies

Basketball QLD

Ironman Triathlon

Major FTA and Pay TV Broadcasters

R We OK?

Mental health in not discriminatory

What are you doing within your own Sport to

identify this?

Your partners/sponsors are also asking the same

questions of themselves

I ask it about myself, as should we all.

Mental Health

R We OK?

Lead by example

When members see leaders taking ownership and charge of their own mental health, they’ll be more likely to open up about their own issues.

Businesses are building their own Mental Health programs and will be looking to partner other businesses that are doing the same.

So ask yourself – R U OK?

Mental Health

2019 SPONSORSHIP

UPDATE

The media and sponsorship world is

constantly evolving

Ongoing fragmentation of the global and Australian media landscape

Past ‘givens’, such as PAY TV support, are now eroding rapidly – Foxsports Annual Loss.

Sponsors are developing complex ‘screen-led’ campaigns across online TV, digital banner advertising, native (advertorial-style) online advertising in addition to traditional media (FTA TV and print)

Increasing use of ‘influencers’ and paid social media

The media and sponsorship world is

constantly evolving

Rapid change globally:

dominance of digital media including increased mobile

consumption

increased popularity and investment in e-sports

increased focus on equality/gender and cultural

diversity

Sponsorship in Australia

Australian ad spend to reach $17.2 billion in 2019

World’s 8th largest market

Sponsorship is a key marketing channel for many

Australian companies

The last research available valued the sponsorship market

at AUD $774 million*

Relative to GDP, sponsorship spend levels compare

favourably with other developed nations

Sponsorship generates the largest revenue in comparison

to broadcast rights, ticket revenue and merchandise.

Sources: GroupM Projections Dec 2018, IMR Research, IEG

Leading industry categories in Australia

Financial Services (13.4%)

Car (13.2%)

Alcohol (7.4%)

Government (6.1%)

Soft drinks (6%)

Telecommunications (5.6%)

Source: IMR

Australian market developments

Sports betting companies continue to engage in

sponsorship (FTA TV live betting ban active from March

2018)

Some clubs/codes are adopting anti-gambling sponsorship

policies (St Kilda, Essendon and the Western Bulldogs)

Women’s sport continues its rise - netball, AFL, football

(Matildas), cricket, rugby

The debate continues around alcohol sponsorship

Sports are looking for alternative revenue streams in

addition to Sport Australia funding

Australian market developments

Increased sponsor focus on community values and

engagement

Cause sponsorship remains strong. E.g. Westpac and

SLSA, Rural Aid – Cricket Australia, Boost Mobile has

signed with World Surf League in support of their

equal prize money for women, BHP - Royal Flying

Doctor Service, CUB and Salesforce have signed for

Mardi Gras in support of the LGBTQI community.

DEVELOPING A

SUCCESSFUL

SPONSORSHIP PROGRAM

A few questions for rights holders

Are you sourcing revenue from all available corporate avenues?

Are you actively seeking new best-fit sponsors using market-leading materials?

Does your sport have a clear plan on how to increase sponsorship revenue year on year?

Are you servicing and renewing sponsors professionally and cost-effectively?

Do You Know What you Own?

Building a commercial program on solid

foundations

Sound sponsorship strategy starts with an

independent audit of all sponsorship assets

Provides a baseline - with full visibility and values

assigned to all sponsorship inventory (current and

potential) including real cost of servicing

Enables optimal packaging of assets, creating of

additional packages (and revenue)

M5 Audit deliverables

A clearly defined sponsorship structure with

current and potential inventory

Current vs projected revenues

Action plan with sponsorship priorities and tasks

Sponsorship servicing strategy

Strategies for membership engagement and

further capture of participation numbers

M5 Audit deliverables (cont)

Market-ready proposals for all inventory (industry

leading – re detail and design)

Recommendations regarding new business

initiatives.

Six months consultancy support after audit is

delivered.

Further information

No-obligation initial meeting

M5 provide a tailored quote based on your needs

Project delivery to agreed milestones

Thank youmartin@m5management.com.au

christine@m5management.com.au