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Securing Sponsorship An NGB Perspective
Sep 09Paul Kimberley, Commercial Director RFL
Departments of the RFL
What are our sources of income?
Income
1. Know who you are!
Golden rules!
9.4m fans & growing
M, 68%
F, 32%
15-3431%
55+33%
35-5436%
AB,29%
DE,22%
C229%
C120%
So,30%
Sco,8%
No,31%
Mid,32%
Source: TGI
Sex
Age
Socio-economic Geographic
South
Midlands, North
Scotland
Insight into Rugby League fans
The number of adults with any interest in following sports in last 12 months
• 19,634,000
• 11,756,000
• 10,269,000
• 8,046,000
Source : TGI Q4 July ‘07 – June ‘08
Football
Rugby union
CricketRugby League
• Super League
• National Leagues
• Student Rugby League
• Combined Services
• Rugby League Conference
• Super League Clubs
• National League Clubs
• Conference/RLS Clubs
In total there are over 3,000 teams
• 8,046,000 adults in the UK have any interest in rugby league
In the last 12 months
• 7,213,000 adults have watched RL on TV
• 1,996,000 have read about RL in the newspapers
• 694,000 have looked up RL on the internet
• 657,000 have paid to watch RL at a venue
• 321,000 have played or taken part
How many ‘fans’ are there UK ?
Source : TGI Q4 July ‘07 – June ‘08
Who are they ?
• 62% of them are men – 38% are women
• 62% of them are married ..... happily
• 5% are divorced !
• 33% have kids – 67% don’t
• 42% work more than 30+ hours per week
• 4% are unemployed !
• 23% are retired
• 56% of them are considered to be upmarket (ABC1)
Source : TGI Q4 July ‘07 – June ‘08
What have they experienced in the last 12 months ?
compared to the average adult in the UK
• 44% more likely to have started university
• 30% more likely to have moved in with their partner
• 24% more likely to have had a 2nd child
• 23% more likely to have changed job
• 17% more likely to have moved out the parental home
• 9% more likely to have got engaged
Source : TGI Q4 July ‘07 – June ‘08
1. Know who you are:• Internal culture• Reach• Demographics• Location (Town, City, County, Country)• Specialism• Timeframe• Volume of activity
Golden rules #1
Golden rules #2
2. What are your unique traits?
DVD
athleticism, impact, entertainment
Affordable not Expensive
Feet on the Ground not Head in the Clouds
Exciting not Boring
Sportsmanship not Gamesmanship
Respect not Abuse
Families not Yobs
Inclusive not Exclusive
Passion not Fashion
Rugby League is…
Rugby League is accessible – ticket prices are affordable, our players like to mix with the fans, its safe and everyone is welcome.
Rugby League is engaging – the game brings people together, it gives them a communal sense of pride and belonging that binds our fans to the sport.
The players exhibit individual skill, athleticism and teamwork in a fearless pursuit of victory.
Ours is an honest sport that is conducted with integrity, dignity and respect for others.
The on-pitch spectacle of a fast-moving highly competitive game is mirrored by the vibrancy and excitement of the match-day atmosphere around the ground.
Its almost impossible to overestimate the fans’ enthusiasm for the game; their knowledge, their pride, their loyalty and their open acceptance of anyone who shares their passion for the sport.
Brand expression
Positioning Matrix
Who you are+
Unique traits= the proposition
Agenda
What are the reasons to buy?
What are the reasons to buy? Sell
Affinity
Kudos
Build coverage/exposure
Create an income stream
Positive PR
Corporate responsibility
Hospitality
Preparing to sell business
Local connection
Family connection
Chairman’s whim
– Develop a culture that refers people to you!
– Top down is important (Owners, CEO’s, Players, Vice-Chancellors, coaches, fans, season ticket holders, MP’s
– Local papers, awards, photo’s, talking heads, adverts, radio/TV adverts
– Libraries/directories
– Meet the players evenings, town festivals
– Chambers of Commerce, networking events
Prospecting
1. Let it grow, flower and vegetable festival, Manchester
You are in the events team of “Let it Grow” a new flower and vegetable
show held in city centre Manchester in July 2010, who might you approach for commercial partnerships & why?
2. Whizz Energy drinks, Buckinghamshire You are working in the marketing team of a soft drinks company that has bought the license to a new energy drink and are planning a
Sept 2010 launch. What properties and events might you want to approach and why to help launch the brand?
Group Exercise
Universities – Rights holder or sponsor?
Future?
COLUMBUS, Ohio, (March 30, 2009) –The Ohio State University Department of Athletics today announced it has reached an agreement with IMG College, a division of IMG Worldwide, and RadiOhio Inc., for a 10-year multi-media rights partnership. The total deal is valued at nearly $128 million, which includes $110 million in guarantees, the largest athletics multi-media rights guarantee in collegiate sportshistory
Universities – Rights holder or sponsor?
Contact details:
Paul Kimberley
Commercial Director
0113 237 5042
Red Hall Lane
Leeds
LS17 8NB
Questions
