MediaCom Engage Conference Making Sport Pay Sport as a Marketing Medium Edinburgh, 10th May, 2012

1. AEG Global Partnerships
Dusk at O2 World, Berlin

2. Contents
• Who are AEG
• Partnerships
– What can they deliver?
– Rights – not just a pretty badge
– Case study; Nissan at The O2
– Case study; The Black Eyed Peas & Blackberry
• AEG in Scotland
– Partnering the SECC to deliver The Hydro
• Summary – Fundamental considerations

3. AEG
Worldwide leading company for Live Entertainment and Sport.
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5. The AEG Network and content
World Class Sports Content World Class Venues World Class Music Content
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6. Highlight: The O2, London
The Building:
• The world’s most popular entertainment arena
• Arena welcomes over 2m visitors p.a.
• Entertainment district includes restaurants and bars, multiplex cinema, club,
small music theatre, and exhibition space which attract over 7m visitors
annually in combination
• One of the iconic venues in the world
Content:
• 190 events each year
• Major sport; NBA, ATP Finals, NHL,
• Music: One-off events, tours and residencies

7. Partnerships
What they deliver
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8. What can sponsorships deliver
• Brand awareness – especially naming rights, broadcasted events like football
• Customer retention and acquisition – benefits drive loyalty beyond the brand and product
• Change perceptions – association in different surroundings give brands a chance to leverage
‘cool’, ‘sporty’ or whatever the rights holder’s image offers.
• Genuine engagement and a chance to touch customers and potential customers
• Ownership of the community element; grass roots activation
• Creativity offers almost anything you want it to, on a scale to match.

9. Our partnerships
• Naming rights or founding partners
• CATEGORY EXCLUSIVE
• LONG-TERM
• BESPOKE
• AEG is NOT the brand – we just offer the platform to engage
• Genuine ownership of the customer experience from buying ticket to after-show interaction
• Powerful segmentation – different demographic every single performance
• Our business model is centred around our partnership revenue streams
our aims are led by your aims
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10. Partnerships
A menu of assets at your disposal
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11. Digital and fixed signage presence

12. Signature features

13. Customer benefits programme

14. Access to the big ticket

15. Random acts of kindness

16. Community and Social Responsibility

17. Pre and post-show digital interaction

18. Enhance the customer journey

19. Hospitality – clients and consumers

20. Experiential showcase – be part of the occasion

21. Leverage your assets together

22. Once-in-a-lifetime moments

23. Entertainment venues vs. sports sponsorship
• No losing fans – only happy ones
• Average 1.2 visits per year to The O2 – strong reach and dwell times
• Different audience segmentation by event, night after night
• Biggest night out of the year – or their life?
• No tribalism or alienation
• Great mindset for interaction

24. Case Study
Nissan at The O2
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25. A year at The O2 - Nissan

26. Nissan - results
• Over 1m visitors to the Innovation Station over the term of contract
• Change perceptions – electric cars and sports credentials
• Integrated with schools programme and curriculum
• Hub for all Nissan launch activity and dealer events
• Twice as likely to buy Nissan compared to consumers who haven’t visited

27. AEG Live case study:
Blackberry and The Black Eyed Peas
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28. Blackberry - Show Integration
Mechanism
BBM’s collected before each show
‘I love what I do’ rap during each show
Will.I.am ad libs a rap from the messages scrolled
Results
Over 3,500 BBM contacts from London alone
Over 1m attendees of the shows globally
Huge recall due to product integration and benefit to
being a Blackberry owner

29. Coming to Scotland
The Hydro, Glasgow
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31. The fundamentals
Some key things to consider and take away
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32. Seek to bring your brand to life – not just advertise
Use the Confucian principle:
Tell me and I will forget
Show me and I will remember
Involve me and I will understand

33. Buy the rights that achieve your goals
What are your goals?
Don’t buy set packages, get a bespoke sponsorship that delivers what you need. Where is doesn’t
exist, create it – think outside that box and be different where you need to be.

34. The best ideas are collaborative
No-one knows your brand and aims like you – no-one knows what the rights can achieve better
than the rights holder; so work together.

35. Think long-term
Generally, long-term partnerships give you the association, reach and chance to engage greater
than short-term ones. Unlike football, The O2 visitors come only 1.2 times per annum. It’s not a
short term media blast.
Also, rights need to reflect your ability to change message throughout 3, 5 or ten years

36. Pay the right price to give you return
Work out model of ROI – evaluate value of rights

37. Set KPI’s and manage them
Set out what your goals are, share them with rights holder and work together to achieve them.
Review them and develop them as business strategies change and the relationship grows.

38. Great sponsorship deals are not easy
But get them right and they’ll make you and your company famous!

39. Presented by
Nathan Kosky
Director- Sales
AEG Europe Global Partnerships
Tel
+44 7738 600237
+44 (0) 207 757 7612
Email
Nathan.kosky@aegeurope.com