Sponsorship, these days, is a well-worn path. Rights holder’s commercial programs are well established and there is lots of great advice and best-practice to follow. While fundraising is a long-established discipline for many charities, more and more sports rights holders have been activating fundraising initiatives to impact positive change in their communities or help fund special projects such as high-performance centres.

Fundraising, in sport, however, is still on a learning curve.

Patrick Walker is the CEO of the Australian Sports Foundation. The ASF’s mission is to help Australians fundraise to achieve their sporting dreams. Patrick has a strong finance background, strong leadership, and strategic skills gained in senior executive, CEO and board roles both in Australia and internationally. Patrick joins us on the show to discuss fundraising in sport and share his wealth of knowledge, insights, and advice.

You’ll also hear from Mark Thompson, SponServe’s Managing Director, who joins us to discuss his latest blog, The Common Philosophies Which Align Sponsorship and Fundraising for Sport.

Enjoy.

Sponsorship, these days, is a well-worn path. Rights holder&rsquo;s commercial programs are well established and there is lots of great advice and best-practice to follow. While fundraising is a long-established discipline for many charities, more and more sports rights holders have been activating fundraising initiatives to impact positive change in their communities or help fund special projects such as high-performance centres.
Fundraising, in sport, however, is still on a learning curve.
Patrick Walker is the CEO of the Australian Sports Foundation. The ASF&rsquo;s mission is to help Australians fundraise to achieve their sporting dreams. Patrick has a strong finance background, strong leadership, and strategic skills gained in senior executive, CEO and board roles both in Australia and internationally. Patrick joins us on the show to discuss fundraising in sport and share his wealth of knowledge, insights, and advice.
You&rsquo;ll also hear from Mark Thompson, SponServe&rsquo;s Managing Director, who joins us to discuss his latest blog, <a href="https://www.sponserve.net/common-philosophies-sponsorship-fundraising-sport/">The Common Philosophies Which Align Sponsorship and Fundraising for Sport.</a>
Enjoy.

Inside Sponsorship is the show that provides sponsorship professionals with advice, insights and news so that they can maximise their commercial programs and achieve best practice.

Taking you inside sponsorship programs around the world.

Inside Sponsorship

Taking you inside the best sponsorship and commercial programs in the industry.

Inside Sponsorship - Fundraising in Sport - Patrick Walker - Australian Sports Foundation

Recently, there have been a fair few people who have gotten in touch to let us know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.

One thing we have been thinking about, for some time, is creating a curated list of the host's personal favourite insights or pieces of advice from our guests.

We have always envisaged it to be a bit of an anchor or touchpoint for those of you with lots of sponsorship industry experience, in the sense that you can always revisit it and be validated or inspired again. Or, for those new to the industry, a condensed show of lots of great advice from lots of smart guests to help you on your journey.

As such, in this episode, our host has hand-picked 14 of his favourite pieces of sponsorship advice and insights from 109 episodes.

The best of the best!

Enjoy

Recently, there have been a fair few people who have gotten in touch to let us know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.
One thing we have been thinking about, for some time, is creating a curated list of the host's personal favourite insights or pieces of advice from our guests.
We have always envisaged it to be a bit of an anchor or touchpoint for those of you with lots of sponsorship industry experience, in the sense that you can always revisit it and be validated or inspired again. Or, for those new to the industry, a condensed show of lots of great advice from lots of smart guests to help you on your journey.
As such, in this episode, our host has hand-picked 14 of his favourite pieces of sponsorship advice and insights from 109 episodes.
The best of the best!
Enjoy

Our host has hand-picked 14 of his favourite pieces of sponsorship advice and insights from 109 episodes.  The best of the best!

14 Hand Picked Pieces of Sponsorship Advice and Insights Re-run - Host's Choice- Ep 129

Recently, there have been a fair few people who have gotten in touch to let us know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.


We’ve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by necessity.

Probably the most talked about activation of 2020, however, has been Burger King’s sponsorship of Stevenage FC, who, at the time of the sponsorship, in 2019, were last in the fourth division of English football. It left many people scratching their heads.

It is, of course, the sponsorship that ultimately gave us the hugely successful Stevenage Challenge.

This amazing partnerhsip wasn’t driven by COVID-19 or necessity. It was driven through vision and creativity, and, as our guest phrases it later on in the show, “a leap of faith”, to pull off a truly brilliant activation. One of the reasons it was so brilliant was because the opportunity was right under so many people’s noses, yet so many didn’t see it.

The activation is both amazing in its boldness yet so jarringly simple.

Tap into the already huge, but growing, eSports market, specifically FIFA. Tap into the underdog status and fairytale storyline of them winning. Tap into the desire for people to share their gaming highlights online. Tap into the fact that everyone loves an easily accessible giveaway, especially fast food.

The results have been absolutely amazing and driven directly from the 1.2 billion impressions that Burger King’s shirt sponsorship, of Stevenage FC, has produced through the Stevenage Challenge on FIFA. Furthermore, those commercial outcomes and further opportunities are both online and offline.

Alex Tunbridge is the Chief Executive at Stevenage FC and he joins us in this episode to take us inside Burger King’s sponsorship of his club.

We also hear from Daniel Collier-Hill, KORE’s Commercial Director – APAC, who joins us to discuss the blog which outlines 3 Things That Will Provide Both Short and Long-term Benefits to Sponsorship Managers.

Enjoy.

Recently, there have been a fair few people who have gotten in touch to let us know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.
 We’ve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by necessity.
Probably the most talked about activation of 2020, however, has been Burger King’s sponsorship of Stevenage FC, who, at the time of the sponsorship, in 2019, were last in the fourth division of English football. It left many people scratching their heads.
It is, of course, the sponsorship that ultimately gave us the hugely successful Stevenage Challenge.
This amazing partnerhsip wasn’t driven by COVID-19 or necessity. It was driven through vision and creativity, and, as our guest phrases it later on in the show, “a leap of faith”, to pull off a truly brilliant activation. One of the reasons it was so brilliant was because the opportunity was right under so many people’s noses, yet so many didn’t see it.
The activation is both amazing in its boldness yet so jarringly simple.
Tap into the already huge, but growing, eSports market, specifically FIFA. Tap into the underdog status and fairytale storyline of them winning. Tap into the desire for people to share their gaming highlights online. Tap into the fact that everyone loves an easily accessible giveaway, especially fast food.
The results have been absolutely amazing and driven directly from the 1.2 billion impressions that Burger King’s shirt sponsorship, of Stevenage FC, has produced through the Stevenage Challenge on FIFA. Furthermore, those commercial outcomes and further opportunities are both online and offline.
Alex Tunbridge is the Chief Executive at Stevenage FC and he joins us in this episode to take us inside Burger King’s sponsorship of his club.
We also hear from Daniel Collier-Hill, KORE’s Commercial Director – APAC, who joins us to discuss the blog which outlines 3 Things That Will Provide Both Short and Long-term Benefits to Sponsorship Managers.
Enjoy.

Hear about the 1.2 billion impressions that Burger King’s shirt sponsorship, of Stevenage FC, has produced through the Stevenage Challenge on FIFA.

Inside Burger King's Sponsorship of Stevenage FC Re-run - Alex Tunbridge - Chief Executive of Stevenage FC - Ep 128

Recently, there have been a fair few people who have gotten in touch to let me know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.

In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth.

Through sponsorship, rights holders help brands access an audience they would otherwise find it hard to access or would not be able to access as cost-effectively.

However, we all know that being a sponsor and simply logo slapping is no longer enough; it hasn’t been for a while.

That is why creative in sponsorship is one area where brands can really activate their sponsorships to achieve cut-through & engagement to drive relevance & growth.

What is, however, the process of creative in sponsorship? What part can it play in activation? How can brands and rights holders bring it to life? What are the pitfalls along the way?

Joining the show, to help answer those questions is Misha Sher, Global Head of Sport, Entertainment & Culture at MediaCom, based in London.

Also joining the show is Jordan Rutner, Research Marketing Manager at KORE Software, to talk about one of KORE’s latest blogs, Building a Sustainable Sponsorship Department.

Enjoy.

Recently, there have been a fair few people who have gotten in touch to let me know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.
In a world where traditional reach and attention are diminishing, brands are looking for cut-through and engagement to drive relevance and ultimately accelerate their growth.
Through sponsorship, rights holders help brands access an audience they would otherwise find it hard to access or would not be able to access as cost-effectively.
However, we all know that being a sponsor and simply logo slapping is no longer enough; it hasn’t been for a while.
That is why creative in sponsorship is one area where brands can really activate their sponsorships to achieve cut-through &amp; engagement to drive relevance &amp; growth.
What is, however, the process of creative in sponsorship? What part can it play in activation? How can brands and rights holders bring it to life? What are the pitfalls along the way?
Joining the show, to help answer those questions is Misha Sher, Global Head of Sport, Entertainment &amp; Culture at MediaCom, based in London.
Also joining the show is Jordan Rutner, Research Marketing Manager at KORE Software, to talk about one of KORE’s latest blogs, Building a Sustainable Sponsorship Department.
Enjoy.

What is the process of creative in sponsorship? What part can it play in activation? How can brands and rights holders bring it to life? What are the pitfalls along the way?

Inside Sponsorship - Fundraising in Sport - Patrick Walker - Australian Sports Foundation

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