The importance of content in sponsorships is apparent in results from the 2015 National Sports Forum Corporate and Industry Survey, which was released at February’s National Sports Forum gathering in Cincinnati. The survey was conducted from October 2014 to January 2015 and gathered feedback from 54 of the top team sports sponsors and advertisers in the industry, and 50 team and event executives.
The survey was conducted by Ohio University’s Center for Sports Administration, the University of Iowa and Texas A&M University, in conjunction with Seaver Marketing Group. Here are some highlights:
When sponsors were asked what they are looking for in their deals in 2015, access to exclusive content came
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in second. Here are the top five responses, and a few comments from respondents:
1. Use of marks and logos
2. Access to exclusive content
3. Category exclusivity
4. Social media
5. Official product/service status
■ “More exclusive content for smart phones that will allow us to engage directly with fans via social media.”
■ “For us, developing themed content is important on how we get the word out about our business. We have done several case studies and it showcases the value of what the partnership has done for us. It helps people look at us differently.”
Sponsors were asked to identify the biggest threats to traditional sports sponsorships. Here are the top five responses:
1. Too expensive
2. Sponsor clutter
3. Poor servicing
4. Lack of activation
5. Lack of measurement
■ “Professional sports teams continue to have an insatiable appetite for more and more sponsorship dollars to help cover rising payroll costs. At some point in the future it will reach a tipping point and properties will find other areas to move their sponsorship dollars.”
■ “If prices keep going up, our senior management team is going to ask one important question — ‘What else could we do with some of our sponsorships by converting these dollars into social and digital opportunities.’”
■ “If an arena has seven different automotive sponsors, it sends a clear message that they are after revenue and not building a relationship.”
What did sports executives identify as the five biggest threats?
1. Lack of measurement
2. Low-quality activation
3. Lack of activation
4. Poor servicing
5. Poor evaluation
What medium are sponsors directing their sports dollars toward for 2015? The top five responses:
1. Social media
2 (tie). Digital media
2 (tie). On-site sponsorship (game-day promotions, fan fest activities, etc.)
4. In-stadium, in-arena (pregame and in-game video, closed-circuit TV, signage, charging stations, etc.)
5. Mobile
■ “[Social and digital is] affordable and where our customers are spending their time with seemingly more and more opportunities to hit our target market.”
■ “Digital — it’s where you need to be if you’re going to be competitive.”
