2. Who Am I?
• Commercial Manager, Connacht Rugby
Past – Events Sales Manager in the Radisson Blu, Galway
Conference Sales in the Conrad Dublin
Sales for the Aspen Skiing Company
Post Grad Diploma in Public Relations
Diploma in Business Studies in Hotel Management from GMIT
3. Connacht Rugby – the Story
•The Research
• Connacht and where we feature in Irish Rugby
• Connacht Sponsorship Strategy
• Sponsorship Packages
4. The Research – what we did
FANS STAKEHOLDERS
N = 6 Focus Groups with Potential and
N = 18 In-depths with Stakeholders
Loyal Supporters
Pre-Tasked to attend games at
Sponsors Non-Sponsors
Sportsground or watch live on TG4
‘Connacht Rugby Feedback’ web forum Local Businesses &
for participants Publicans
Uni Social Groups
‘Intercept’ interviews with supporters in
Media CR Staff
the Sportsground
5. Future of Connacht Rugby
•Confirmed commitment and backing of Connacht by the IRFU
•Professional Games Board
•Professional Review of the Connacht Brand and Assets to
demonstrate to future sponsors our true value and positioning
•The Sportsground Facilities
•Sporting brand with the greatest potential for growth
6. Context – the Market Place
•Two-thirds of sponsors will increase or keep their sponsorship spending the same in 2011, while
75% of rights holders are expecting their sponsorship revenue to remain constant or increase this
year....a much more balanced outlook for the market than expected for 2010
•Income growth drivers to include new rights previously not available to sponsors, the return of
key sectors such as automobiles and financial services. Energy and Betting / Gambling are
considered to be the front runners in terms of sectors likely to increase their spend.
•A standout finding is the large scale shift in sponsors primary objective to “chA A standout
finding is the large scale shift in sponsors primary objective to “change / reinforce brand image”.
Brands who perhaps feel corporate Ireland has suffered a reputation dent in recent years are
seeing sponsorship as the ideal way to once again communicate their true values.
Source: Onside Sponsorship, 2011
7. Top Teams in Ireland – loyal fanbase
source: Onside Sponsorship
GAELIC FOOTBALL
Team Actual
Numbers UK PREMIESHIP
Dublin 535,000 Team Actual
Numbers
Cork 336,000
Man Utd 677,000 Versus Provincial Rugby
Kerry 137,000
Liverpool 456,000 Team Actual
Galway 113,000 Numbers
Arsenal 132,000
Mayo 105,000 Connacht 139,000
Chelsea 115,000
Kildare 101,000 Ulster 71,000
Spurs
Limerick 92,000 Aston Villa
Wexford 79,000
West Ham
Blackpool
Less than
50,000
Base Market Potential….
Meath 74,000 Newcastle •500,000 people live in Connacht
Laois 56,000 •350,000 are ‘rugby fans’
Source: Onside Sponsorship, 2011
8. Connacht Fans ready to live out their loyalty
Go To A Live Match in the Wear The Team Jersey
Next 6 Months and / or Team
Merchandise
Munster 44% 48%
Leinster 40% 43%
Connacht 42% 49%
Source: Onside Sponsorship, 2011
8
9. Sponsorship Strategy
• Maximise the value of Connacht by receiving market value
• Recruit the best partners
• A committed “Rights Delivery” strategy
• Cutting Edge Connacht
• Provide a positive Return on Investment
• Create a platform for committed partnerships (not just a
cheque each season)
10. Sponsorship Packages
Team
Sponsor
Official Official Official Official
Partner Partner Partner Partner
Official Official Official Official
Supplier Supplier Supplier Supplier
11. Asset Inventory
• Media Exposure & Coverage
• Speakers for sponsor functions
• Business to business opportunities
• Inclusion in all press releases and media campaigns
• Players available for press/PR and marketing campaigns
• Sampling to media contacts
• PR campaign tailored to sponsor’s special media interest
• Money can’t buy experiences
• Proposed advertising
• Front of shirt/back of shirt/shorts branding
• Access to databases – with permission
• Tickets
• Use of logos
• Onsite sampling
• Access to international match tickets
• Grassroots sponsorship- Summer camps
• Stadium Naming Rights
• Employee engagement
• Product placement
• Content for websites
• CSR Opportunities
12. Asset Valuation
How do we value the price of sponsorship?
Value of tangible assets + Value of intangible asset = Sponsorship Value
Tangible Assets
• Impacts- (Press & TV Coverage)
• Purchasable Benefits
• Media Value
Intangible Asset
• Soft Indirect benefits of the sponsorship