How to use sponsors expertise to increase Water Polo popularity

Formed 1901 with Headquarters in Tokyo Largest single brand agency in the World Dentsus international sports business started in 1984 6 Dedicated Sports Offices Worldwide Relationships with Rights Holders including:

Marketing Partnership Dentsu has been FINAs Exclusive Marketing Agency since 2004

How can brands help?

Worldwide Olympic Partners play an important role in bringing the magic and drama of the sporting action to billions of people around the globe.
Jacques Rogge, President of IOC

What is it possible?
PricewaterhouseCoopers advises sponsors that to maximise sponsorship ROI, they should invest 3 in activation for every 1 spent on rights fees

What is it possible?
PricewaterhouseCoopers advises sponsors that to maximise sponsorship ROI, they should invest 3 in activation for every 1 spent on rights fees

Integrated design

Out of Home

TV

Digital / Social

On Pack

In store

Merchandise

Experiential / Promotions

How to attract sponsors

Why brands sponsor

Understanding what drives a brands sponsorship decision-making provides the rationale for an approach
Geography Can the sponsorship help the brand target specific geographical markets? event locations; TV distribution; popularity Can the sponsorship help the brand emotionally engage with specific audiences (participants and fans)? age; gender; income etc

Demographics

Brand Association

Can the sponsorship help the brand enhance its image? brand values; positioning; image etc Can the sponsorship provide a tangible ROI? media value; sponsorship value

Marketing Value

Strengths & weaknesses

(from a marketing perspective)

Understanding your strengths (and weaknesses) provides focus when looking to align with a brands sponsorship rationale Water Polo weaknesses:
Not a truly global sport Low TV exposure Low awareness and participation

Water Polo strengths:

Attractive image and values Young demographic Olympic showcase

Why brands sponsor

Understanding what drives a brands sponsorship decision-making provides the rationale for an approach
Geography Can the sponsorship help the brand target specific geographical markets? event locations; TV distribution; popularity Can the sponsorship help the brand emotionally engage specific audiences (participants and fans)? age; gender; income etc

Demographics

Brand Association

Can the sponsorship help the brand enhance its image? brand values; positioning; image etc Can the sponsorship provide a tangible ROI? media value; sponsorship value

Marketing Value

Play to your strengths

Highlighting your strengths provides the hook when approaching brands

Water polo has an attractive image

Play to your strengths

Highlighting your strengths provides the hook when approaching brands

Water polo has an attractive image Define image; bring it to life; communicate it

Dynamic

Exciting

Sexy / cool

Healthy

Fun

Physical

Teamwork

Incorporate image & values into everything you do

Incorporating the brand values across water polo assets strengthens the image and provides consistency

Branding Communications Marketing materials Sales presentations Digital platforms (website; Facebook; Twitter; Instagram etc) Photography Events

FIVB Beach Volleyball

Ensure brands can access and utilise your key assets and benefit from your values
Provide brands with a package of rights that they can activate. Rights requiring the brand to activate include:

Designations Marks & logos Tickets & hospitality Promotional opportunities Merchandise Access to rights free photography Access to talent

Photography / Red Bull Air Race

Example: Beach Volleyball

Define and integrate image (sexy / cool) Powerful imagery FIVB Heroes Campaign

Ambassadors / FIVB Beach Volleyball Heroes

Create maximum impact from events

Making the most of key assets such as championship events to amplify the image of water polo increases audience engagement

Event marketing Use ambassadors Festival atmosphere

HSBC World Sevens Series

HSBC Sevens World Series

Partnership not sponsorship

the sport together)

Sell the Big Picture (ie growing / owning

Sponsorship-fee vs marketing spend

Its not just about what the brand can offer water polo but what water polo can offer the brand!

Approach brands who align with your brand values

Dont waste time approaching all brands. Identify those most obviously aligned with water polos positioning and audience

Ask yourself if water polos image can enhance the image & positioning of the brand? (ultimately resulting in attracting, converting,
satisfying, and maintaining their customers)

Train hard. Eat fresh.

Subway is an Official Partner of X National Water Polo team

Ralph Lauren is proud to sponsor the X National Water Polo team

100% COOL 100% CONFIDENT 100% FLAKE FREE

Mr Example captain of X Water Polo team

Members of the X National Water Polo team

Summary
Committed brand partners promote the sport through their own marketing initiatives Play to your strengths (strong image) to attract new partners Define image; bring it to life; communicate it Focus on key assets Partnership not sponsorship Grow from the ground up (growing local audience increases participation and attracts TV coverage which in turn attracts sponsors)