Keys to sponsorship in times of crisis

On 30th April a lunchtime talk entitled ?Sponsorship in times of crisis? was held at the IDEC-Universitat Pompeu Fabra main building. This act was attended by professionals from the world of sports sponsorship and was chaired by Pere Solanellas, director of the Àccura group and co-director of the Master's in Sports Direction and Management.

Speakers Raúl Ciprés, Director of Marketing with RCD Español and Carlos Campos, director of www.managingsport.com offered some keys to success in sports sponsorship, the four main points of which are detailed below:

Being / Doing / Having

It is essential to carry out a prior analysis, to be familiar with the values of the entity to be sponsored (what it is and what it wants to be) in order to execute an plan of action and achieve the desired objectives. One very common error is to act according to what the competition does.

Application of the ROA (Return of Activation) model

The ROI model, based on investment returns, is erroneous and obsolete and should be replaced by the ROA model, which is based on activation return. It is advisable to select sponsors who are prepared to dedicate a percentage of their investment to staging the event itself and another percentage to other activities to put sponsorship into effect.

Managing versus Using

In general, sponsorship management as a commercial activity in Spain has been deficient. The growth of sponsorship began in the nineties and at that time sponsored events were not a response to prior analysis but rather to managerial tastes and preferences. Businesses offered sponsorship in order to be talked about, without bearing in mind the image the event could give the company brand. Sponsorship was used but it was not managed. This mistake is still being made today.

Sponsorship commercialisation / Exchange

Sports organisations must accept that sponsorship is a product which belongs to them and for this reason they must know how to commercialise it.

Sponsorship is an exchange between the sponsor and the sponsored body. On this basis, any type of compensation (whether financial or otherwise) could be beneficial for both parties. It is necessary to know the communicative needs of the business and resources available in order to take adequate commercial action.

All these points were addressed and debated in this act, organised by the IDEC-UPF Master's in Sports Direction and Management as part of its cycle: ?IDEC lunchtime talks on sport?.

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