How to use sponsors’ expertise to
increase Water Polo popularity
 Formed 1901 with Headquarters in Tokyo
 Largest single brand agency in the World
 Dentsu’s international sports business
started in 1984
 6 Dedicated Sports Offices Worldwide
 Relationships with Rights Holders including:
Marketing Partnership
Dentsu has been FINA’s
Exclusive Marketing Agency
since 2004
How can brands help?
“Worldwide Olympic Partners play an important
role in bringing the magic and drama of the
sporting action to billions of people around
the globe.”
Jacques Rogge, President of IOC
What is it possible?
PricewaterhouseCoopers advises sponsors that to
maximise sponsorship ROI, they should invest £3 in
activation for every £1 spent on rights fees
What is it possible?
PricewaterhouseCoopers advises sponsors that to
maximise sponsorship ROI, they should invest £3 in
activation for every £1 spent on rights fees
Integrated design
Out of Home
TV
Digital / Social
On Pack
In store
Merchandise
Experiential / Promotions
How to attract sponsors
Why brands sponsor
Understanding what drives a brand’s sponsorship decision-making
provides the ‘rationale’ for an approach
Geography
Can the sponsorship help the brand target specific
geographical markets?
event locations; TV distribution; popularity
Demographics
Can the sponsorship help the brand emotionally engage with
specific audiences (participants and fans)?
age; gender; income etc
Brand Association
Can the sponsorship help the brand enhance its image?
brand values; positioning; image etc
Marketing Value
Can the sponsorship provide a tangible ROI?
media value; sponsorship value
Strengths & weaknesses
(from a marketing perspective)
Understanding your strengths (and weaknesses) provides focus when
looking to align with a brand’s sponsorship rationale
• Water Polo weaknesses:
– Not a truly global sport
– Low TV exposure
– Low awareness and participation
• Water Polo strengths:
– Attractive image and values
– Young demographic
– Olympic showcase
Why brands sponsor
Understanding what drives a brand’s sponsorship decision-making
provides the ‘rationale’ for an approach
Geography
Can the sponsorship help the brand target specific
geographical markets?
event locations; TV distribution; popularity
Demographics
Can the sponsorship help the brand emotionally engage
specific audiences (participants and fans)?
age; gender; income etc
Brand Association
Can the sponsorship help the brand enhance its image?
brand values; positioning; image etc
Marketing Value
Can the sponsorship provide a tangible ROI?
media value; sponsorship value
Play to your strengths
Highlighting your strengths provides the ‘hook’ when approaching
brands
• Water polo has an attractive image
Play to your strengths
Highlighting your strengths provides the ‘hook’ when approaching
brands
• Water polo has an attractive image
• Define image; bring it to life; communicate it …
Dynamic
Exciting
Sexy / cool
Healthy
Fun
Physical
Teamwork
Incorporate image & values into
everything you do
Incorporating the brand values across water polo assets strengthens
the image and provides consistency
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•
•
•
•
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•
Branding
Communications
Marketing materials
Sales presentations
Digital platforms (website; Facebook; Twitter; Instagram etc)
Photography
Events
FIVB Beach Volleyball
Ensure brands can access and utilise your key
assets and benefit from your values
Provide brands with a package of ‘rights’ that they can ‘activate’.
Rights requiring the brand to ‘activate’ include:
•
•
•
•
•
•
•
Designations
Marks & logos
Tickets & hospitality
Promotional opportunities
Merchandise
Access to ‘rights free’ photography
Access to talent
Photography / Red Bull Air
Race
Example: Beach Volleyball
• Define and integrate image (sexy / cool)
• Powerful imagery
• FIVB ‘Heroes’ Campaign
Ambassadors / FIVB Beach
Volleyball ‘Heroes’
Create maximum impact from events
Making the most of key assets such as championship events to
amplify the image of water polo increases audience engagement
• Event marketing
• Use ambassadors
• ‘Festival’ atmosphere
HSBC World Sevens Series
HSBC Sevens World Series
Partnership not sponsorship
•
Sell the ‘Big Picture’ (ie growing / owning
the sport together)
•
Sponsorship-fee vs marketing spend
It’s not just about what the brand can offer water polo but
what water polo can offer the brand!
Approach brands who align with your
brand values
Don’t waste time approaching all brands. Identify those most
obviously aligned with water polo’s positioning and audience
• Ask yourself if water polo’s ‘image’ can
enhance the image & positioning of the
brand? (ultimately resulting in attracting, converting,
satisfying, and maintaining their customers)
Train hard. Eat fresh.
Subway is an Official Partner of ‘X’ National Water Polo team
Ralph Lauren is proud to sponsor the ‘X’ National Water Polo team
100%
COOL
100%
CONFIDENT
100% FLAKE
FREE
Mr Example captain of ‘X’ Water Polo team
Members of the ‘X’ National Water Polo team
Summary
• Committed brand partners promote the sport through their own
marketing initiatives
• Play to your strengths (strong image) to attract new partners
• Define image; bring it to life; communicate it
• Focus on key assets
• Partnership not sponsorship
• Grow from the ground up (growing local audience increases
participation and attracts TV coverage which in turn attracts
sponsors)