I have attended more than a dozen corporate partner summits sponsored by professional sports franchises over the past four years. Most of the ones I have attended have involved the whole organization, something that resulted in a cohesive, well-planned production. By comparison, those that were orchestrated solely by the partnership department were usually flat and more of a show-and-tell presentation.
I am a huge supporter of such annual summits if the key representatives (read: decision-makers) attend and if the forum promotes multiple levels of communication (team to sponsor, and sponsor to sponsor) so that worthwhile information is exchanged and the parties address not only what has been accomplished but also issues of where they can go from here.
To help plan effective and well-attended corporate partner summits, I offer the following considerations and suggestions.
■ Is it about me, about you or about us?
The fatal flaw is making the summit about the organization and launching a massive show-and-tell to demonstrate value and that this sponsorship was a wise choice. The best summits create dialogue, showcasing best practices, bringing in outside speakers and attractions, and creating breakout sessions, receptions and even speed-dating so that the partners can talk to each other as well.
When everyone has a forum to share and exchange ideas, they quickly realize that their relationship is much bigger than a team-sponsor relationship. They understand that the “us” and “our” is inclusive of a bigger group of brands.
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Summits that feature a recognized industry leader often see good turnout for all sessions.
Photo by: FERNANDO MEDINA / ORLANDO MAGIC
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■ Attendance increases when the event has an attraction that draws interest.
The attraction can be a business leader, author, coach or general manager, consultant, or someone recognized as a leader or innovator. I recently attended the Orlando Magic’s Activation Summit, which featured NBA Commissioner Adam Silver. He has had an amazing first year in office and has been innovative in his problem-solving, which has drawn national attention on a variety of fronts. The turnout from C-level executives was the best I had ever seen, and the room was overflowing for all of the sessions, not just the interaction with Silver.
Remember, the goal is not just a full house, but a house full of the decision-makers, thought leaders and influencers.
■ Connectivity has a human side as well.
One phrase I have heard at every summit I have attended is, “I didn’t know that you and your company were involved as sponsors. What exactly are you trying to do, and is it successful?” Providing the opportunity for sponsors to meet one another, interact, and learn more about one another and what they are trying to accomplish is probably the single most important aspect of staging a summit. A sponsor’s brand (and the decision to become a corporate partner) can be validated by seeing the other brands participating in similar marketing activities and achieving success. Discussions can also lead to cooperative ventures between sponsors as well as creating preferred partner platforms to enhance business-to-business opportunities between the corporate partners.
Ultimately those relationships can become business-to-business-to-consumer as the brands share ways to communicate with one another’s customers, a further enhancement of the opportunity to belong to the corporate partner family.
■ Can the event be educational and enjoyable?
The summit should strive to demonstrate best practices through case studies that answer the questions that current and potential sponsors have:
• How are objectives defined?
• How are results measured?
• How can I allocate my resources more effectively?
• What are the possible ways I can activate my brand and engage potential customers?
Case studies that effectively answer those questions are a valuable illustrative tool for other partners who may be struggling to justify their partnership agreement for one reason or another.
Think of enjoyment as more than a cocktail hour, a nice dinner reception and attending a sporting event. It could be a golf tournament, an overnight stay at a sponsor’s place of business, or perhaps something that is both educational and enjoyable. Several years ago, I attended a summit where during the afternoon the game presentation group of an NBA team demonstrated every in-game sponsor’s activation element for all of the sponsors in attendance, many of whom had not attended a game in person. The ensuing discussion during the cocktail reception was lively and engaging and focused on effective activation.
■ Involve sponsors in the planning of the summit.
It sounds simple, but too often this is ignored or done very superficially, almost as though asking their opinion is checking a box then moving on. Real input from the target market is essential in not only planning for them, but also ensuring that they feel part of the process in a meaningful way that will result in their attendance and participation at the actual event.
Catherine Carlson, vice president of corporate partnership and premium activation for the Orlando Magic, said the team wants its summits to be thought-provoking and “a catalyst for our partners to better leverage the Magic brand.”
“We also program breakout sessions so that partners can choose topics that are relevant to their specific objectives,” she said. “We don’t present information on the breakout topics; we facilitate conversation.”
Conversation, education, enjoyment. It sounds simple, and it is — if the franchise takes the time to involve the entire organization in the planning and execution of the event. It takes a village and all of its respective expertise and collaboration to produce a memorable summit.
Bill Sutton (wsutton1@usf.edu) is the founding director of the sport and entertainment business management MBA at the University of South Florida and principal of Bill Sutton & Associates. Follow him on Twitter @Sutton_ImpactU.
