SBD Global/November 6, 2012/Marketing and SponsorshipPrint All
European Tour CEO George O'Grady warned that the Hong Kong Open "faces an uncertain future unless sponsors come to the party," as local institution HSBC said that "it was not interested in backing the tournament," according to James Porteous of the SOUTH CHINA MORNING POST. O'Grady said that the European Tour could not "write cheques to sponsor Hong Kong," although it is the underwriter for next week's tournament at the Hong Kong Golf Club. The open was without a title sponsor until UBS agreed to return for one edition. Prize money is down to $2M from $2.75M, and organizers needed a HK$16M ($2.1M) handout from the government's Mega Events Fund, "most of which is believed to have gone to convincing Rory McIlroy to defend his title." The lack of business support for Hong Kong's oldest professional sporting event "has seen it lose its prominent place in the European Tour's calendar as the penultimate event in the Race to Dubai." HSBC "would seem a natural fit," but its Global Head of Sponsorship and Events Giles Morgan made it clear that "was not part of his plan." The bank "is focused on the 'S' in its name in terms of golf, having extended its title sponsorship of the WGC-HSBC Champions for three years on Sunday, and announcing it would be moving back to Shanghai." HSBC already sponsors the Hong Kong Rugby Sevens, and the Hong Kong Open "is simply not high-profile enough for its strategy." Morgan said, "Sponsorship is a business investment, and we don't need to sponsor everything in golf, we need to sponsor flagship events" (SCMP, 11/6).
A poll of sponsorship industry professionals undertaken by Sponsorship Today and Think!Sponsorship found that P&G was London 2012′s most effective sponsor. Nearly 40% of respondents to the online poll named P&G as the most-successful Olympic Top Partner compared to nearest rival Coca-Cola with 17%. Among national LOCOG sponsors, adidas scored highest with 32.5% followed by BMW and LloydsTSB, both on 23.5%. The poll considered Nike to be the most-successful ambush marketer of the Games with 29% recalling its "Find Your Greatness" campaign, significantly beating Paddy Power (9%) and Virgin and Dr. Dre, both with 3%. Controversial results from the survey included the fact that 50.7% of respondents felt that the Games should have had an alcohol partner (at present this is restricted to tier three local sponsorships), and 40.6% said that there should have been no fast food sponsor -- a significant number given that the respondents represent the sponsorship industry (IMR Publications).
Which of the London 2012 Olympic Games local partners (tier one) got least traction in the national marketplace through its sponsorship campaign?
Which of the London 2012 Olympic Games local partners (tier one) got most traction in the national marketplace through its sponsorship campaign? Company Percentage Company Percentage
17% Lloyds TSB
Which of the TOP (global) Olympic Games partners got most traction in the marketplace through its sponsorship campaign?
Which sponsorship activation campaign was the most compelling of all Olympic Games sponsors (global and local)? Company Percentage Company Percentage
17.1% BA 10%
Bundesliga club TSG 1899 Hoffenheim signed a new partnership deal with online ticket provider viagogo. The sponsorship deal includes extensive advertisement in the areas of online and ticketing, as well as ad space on boards in camera view (viagogo). ... Switzerland's NOC Swiss Olympic extended its partnership with drink producer Rivella AG. Rivella has been a partner of Swiss Olympic since '92 (Swiss Olympic). ... Sailing Team Germany has extended its sponsorship deals with the Audi AG and SAP AG for another four years through the 2016 Rio Olympic Games. In addition, STG signed a new sponsorship deal with Munich-based company Marinepool, which will provide the team's outfit (Sailing Team Germany). ... Bottled water brand VOSS has signed an agreement to be an official supplier for the 2012 DP World Tour Championship, Dubai, the final round of the European Tour’s Race to Dubai, to be staged on the Earth course at Jumeirah Golf Estates from Nov. 22-25. It will be the third year in succession that the Norwegian brand has been a key supporter of the $8M tournament (European Tour).