Live sport will soon return, bringing back the lost ‘big ticket’ asset of many sponsors, the TV coverage.
The global sport sponsorship market, estimated to be worth $48bn in 2020¹, holds most of its value in events with large TV audiences. Without sport on TV, that value starts to disappear and sponsors will be wondering where the lost value from their deals is going to come from.
Exactly when and how sport returns is currently being discussed in the virtual boardrooms of the world’s sporting organisations, and when it does, additional branding assets can be offered to make good on any hospitality, experiential or athlete access assets that are no longer possible.
We have a suite of solutions and a world-class team of sports branding specialists to advise you on the right products to suit all stakeholders and the intricacies of your venue.
When sport returns to TV
With all sports likely to return ‘behind closed doors’ before being able to have fans back in the stands, sports organisations are finally able to provide broadcasters and sponsors with the rights they have been promised.
There are a number of scenarios being considered including matches being held under ‘lockdown’ conditions in a small number of venues that can hold multiple matches per day, reducing the number of the venue staff and broadcast teams needed, and allowing remaining fixtures to be played within a much shorter timeframe.
If all games can be rescheduled before regulation deadlines, then broadcasters will get the majority of their rights back. Sponsors, however, will still lose any experiential or hospitality assets aimed at those attending the game.
Replacing lost assets
Clubs, leagues and tournaments, therefore, will need to offer additional assets to replace the lost value and ‘make good’ on sponsorship obligations.
This can be done through additional TV branding exposure and focusing on branding that is quick and easy to install, particularly if multiple games are happening at the same venue, or to change at half time for different sponsors or messages with limited groundstaff available.
Seat Exposure Banners turn the challenge of empty stands into an opportunity and additional sponsorship asset. Create a new canvas on which to send the missing fans a message, reinforce health and safety advice or to promote club and league sponsors. You can even print fan engagement content on the covers so that fans can send their own messages to the team. Visit Seat Exposure Banners and Corner Canopies.
Pitch Banners can be used in the pre-match build-up for the club and sponsors to display a ‘welcome back’ message or a ‘thank you’ to the health service and other key workers. As restrictions continue, we all need reminding of the hard work that is going on unseen by many and, afterwards, these can be used to reinforce the premium positioning for main sponsors. Centre Circle pitch banners with 3D technology are used very successfully in football. Visit Pitch Banners.
3D CamCarpets give premium TV exposure for main sponsors. Put them at the heart of the action with an outstanding 3D visual performance of their branding from the main camera angle. Although mostly used in football either side of the goal, 3D CamCarpets can also be placed on the sidelines to create extra inventory. Visit 3D CamCarpets.
2VIEW CamCarpets™ were designed to provide extra inventory from the same pitch carpet by showing two different images to two different camera angles. Used mostly in cricket and football, this is an efficient way of providing additional exposure and media value. Visit 2VIEW CamCarpets™.
Creating new opportunities
As well as creating replacement assets for existing sponsors, our suite of products can also be used to attract new sponsors. In any time of difficulty, there are always industries that grow and they will want to invest to maintain their position. Traditional industries that can, will also want to invest to protect market share.
You can be prepared for companies who want to be part of the return to sport, and the return of audiences tuning in at home, to offer effective TV exposure at the significant cultural moment when sport returns to our screens.
In regions where there are calls for sport to be made free-to-air when it returns, sponsors will receive a much wider audience than previously available through subscription-only channels.
Planning for next season
In the scenario that games will continue to be played without fans into the next season too, assets will still need to be made up in existing and new agreements. What replacement value can you offer to ensure renewals for next season as well as making good on this one?
¹ WARC Global Ad Trends 28 Jan 2020