Sport sponsoring should be integrated in broader B2B marketing campaigns that are designed to drive sales. We help corporates do so.

1. Sport sponsoring: dead or alive? Albert Smit CEO ISPO SpoBIS 2009 Munich

5. Growing customer base & broad marketing experience

6. Background: our clients spend on sport sponsoring

9. Back to basics: sponsoring = marketing instrument. In current times: it should drive sales & ROI. Brand building Sales growth Leaders Followers Laggards Innovators More ROI Advertising & PR Sales promotion!

10. Sport sponsoring should (co-)drive sales € Sales Lead Suspect Prospect Customer Name Demand Generation Fulfillment Satisfied customer Ambassador Loyal customer Account mgt Cust.service Repeat customer Marketing Sales Fulfil ment After sales Customer Service Marketing Sales Business Dev. & Innovation € € € Relationship marketing & Cross/upselling Selective Lead generation

11. Investment in a (potential) client should match expected returns Growing knowledge of prospect / customer Growing value of prospect / customer!

12. Acceptable costs /contact- conversion ? Growing knowledge of prospect / customer Growing value of prospect / customer! 0,1 10 1k 1 100 500 10k E.g. 100k

13. Sport-sponsoring costs* /contact- conversion ? 0,1 10 1k 1 100 500 10k E.g. (€) 100k *incl. Activation: sponsor fee x 2.5 Growing knowledge of prospect / customer Growing value of prospect / customer! 250 25k

15. Sport sponsoring: dead or alive? It’s up to you & your marketing team* to ‘ just’ do it: Thank you! aim to drive sales through co-marketing: measurable , integrated & disciplined activation ! * with Milestone inside, consider it done.

16. Milestone Marketing BV Caesar Building Zonnebaan 9 3542 EA Utrecht PO Box 13267, 3507 LG Utrecht The Netherlands T +31-(0)30-242 9065 F +31-(0)30-240 4242 www.milestonemarketing.com Your B2B ambitions delivered