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1. What is sponsorship?
- Ms. Helen Day
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2. Assessment and evaluation
- Ms. Pippa Collett
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3. Attracting business sponsorship for major events
- Mr. Marc Hope
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4. The legal framework and financial aspects of sponsorship
- Mr. Warren Phelops
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5. Leveraging sponsorship through integrated marketing
- Prof. Kevin Lane Keller
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6. Broadcast sponsorship and new media rights
- Mr. Nick Walford
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7. Sports sponsorship
- Mr. Jim Kelly
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8. Cultural sponsorship
- Mr. Philip Spedding
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9. Educational sponsorship
- Mr. Joshua Hardie
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10. Not for profit sponsorship
- Mr. Graham Minton
Printable Handouts
Navigable Slide Index
- Introduction
- Outline
- Retro view
- Has it really come to this?
- Sponsorship strategy
- AIB's sponsorship strategy model
- A simple golden rule
- A not so simple golden rule
- The model partnership
- What about sport
- Remember relevancy
- AIB's sponsorship of the Ryder Cup
- Initial rationale (1)
- Initial rationale (2)
- What about the "community focus" strategy?
- Strategic objective - be relevant
- Relevant to our brand
- Breaking through the clutter
- The message and target audience
- The target audience
- Communications plan
- The visual thread
- Strobie guy
- Strobie outdoors
- Strobie in Heathrow tunnel
- Strobie - usual media outlets
- Epic Ryder Cup - tv commercial
- Strobie - press applications
- Press adds in situ
- How do we keep it relevant?
- Experiential
- Media launch
- Launch coverage
- Regional roadshow
- Giant golf ball - Jeep convey
- Relevant to our business
- Relevant to our customers
- Corporate guest invitations
- Bringing it local
- Golf club competition (1)
- Golf club competition (2)
- AIB's Christy O'Connor website
- Staff
- Total staff involvement
- Staff communications
- Local branch golf classics
- Staff presence at event
- Did this sponsorship work?
- Customer's objectives
- Website
- Rich media internet advertising
- Sponsorship resulted in a positive affinity with AIB
- AIB achieved high awareness ratings
- AIB wins the 2006 Ryder Cup!
- Examining relevancy
- Thank you
Topics Covered
- Sponsorship strategy
- The model partnership
- AIB and the Ryder Cup
- Rationale
- Strategic objective
- Communications plan
- The visual thread
- Localizing communications and keeping it relevant
- Regional Ryder Cup roadshow
- Relevancy to customers
- Relevancy to staff
- Results
Talk Citation
Kelly, J. (2009, February 25). Sports sponsorship [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved March 29, 2024, from https://hstalks.com/bm/1169/.Export Citation (RIS)