1. Making Sport Pay Sponsorship as part of themarketing mix

2. Making Sport PayTHE ASSOCIATION BETWEEN BUSINESS AND SPORTIS THE MOST MUTUALLY ADVANTAGEOUS RELATIONSHIPSINCE MORECAMBE MET WISE BA magazine/May 2012 3. Sport dominates the categoryShare of Reported Deal by category 2010In % total committed investmentSource: The World Sponsorship Monitor 2010Sport is the number one passion in the world, and brands know it.. 4. Sponsorship isMulti level able toincrease brand awarenessenhance/change/reinforce imageconvey brand personality so that audience understanding of itis increaseddifferentiate a brand from its competitorsshape customer attitudeheighten visibility and provide positive publicityenhance business, consumer and stakeholder relationsinspire employees 5. Current landscapeMarketing budgets are tightThe cost of acquiring customers is increasingly highTraditional advertising and direct marketing might deliverbrand awareness, rarely creates a connection between brandand consumerSponsorship utilises the emotional connection between abrand and its target audiences sport/lifestyle interests to drivea deeper engagementAn emotionally engaged audience is more receptive to abrands messaging, is more likely to recall and feel engagedwith that brand 6. Current Landscape Advertising Sponsorship Marketing budgets are tight even more reason to focus our spend on targeted activities that takes the SL brand beyond recall, and into capturing the hearts and minds of our customers 7. Finding the right Sports Sponsorship Be clear about your objectives Do your homework use the insight Only run your own race Find the synergies Be accountable 8. Why Basketball?Standard Life Transforming as a business Re-launching brand new VI, brandvalues, positioningBritish Basketball Emerging new kid on the block Fast growing team sport Olympic potential Athletes with interesting stories 9. Why Basketball?GB Basketballs aspirations and potential provided opportunityfor Standard Life To embed our new brand internally To increase brand awareness and understanding externally To capitalise on interest in sport in lead up to Olympics To engage through an emotional connection 10. Making Sport PayAn effective sponsorship should provide Both/all parties with benefitsA return on objectivesA return on investment 11. GB Players Helicopter Day