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SPONSORSHIP
fast-changing, more inward-looking and time-poor
A
society coupled with increasingly fragmented
media channels are just two of the major obstacles
facing sponsors today as they seek to connect with
their audiences. To maximise the value of their
investment, the main challenge now, according to
Jim Kelly, head of sponsorship at AIB, is to build credible link-
ages that are relevant to the individual and enhance their expe-
rience of an event, product or service.
With more brands looking to get involved, it seems likely that
spending on sponsorship will increase over the next few years
at least. In Ireland, the sponsorship market looks set to grow
‘
significantly once again this year. Having enjoyed double-digit
I see sponsorship
growth annually since 2000, it passed the €100m mark in 2007
as the single most
for the first time (€113m) and, according to the latest figures
from specialist sponsorship consultancy and research firm
powerful marketing tool
Onside Sponsorship, should reach €135m by the end of 2008,
available in the world, but
an increase of 20pc over last year. This positive outlook isn’t just
limited to Ireland either as, despite current uncertainty in the
only if it is done properly’
global economy, overall spend worldwide is expected to hit
US$43.5bn this year, up 15pc on 2007.
The time is now
But given the prevailing economic climate, is sponsorship a lux-
ury that many organisations simply cannot afford? Not accord-
ing to Kelly, who has headed up AIB’s sponsorship department
since the mid-Nineties. Indeed, he sees the current climate as
offering major opportunities for those who know what they’re
doing. “I see sponsorship as the single most powerful market-
ing tool available in the world today, but only if it is done prop-
erly. It has to be a strategic business decision and not just
a contribution towards someone else’s fundraising drive,”
he explains.
Companies invest in sponsorship for many different reasons,
including increasing sales, raising awareness and brand posi-
tioning, according to Kelly. “As long as it is a business decision
with clear, measurable and achievable objectives, then it is not
a luxury,” he adds. “It’s important to remember that it’s not what
you sponsor, it’s why you’re doing it in the first place. If the area
you choose to get involved in is helping you achieve your aims,
that is a good thing. Otherwise, the time may have come to
review your strategy.”
Kelly advises sponsors to continually reassess their business
objectives and whether they are being met under existing
arrangements. “Look for value. Make your money work harder
and renegotiate the deal if you are not happy,” he says. “If you
think what’s on offer is too expensive for what you are getting
in return, then it probably is. It’s important to remember that
the sponsorship relationship is a 50:50 partnership, with
AIB sponsors the National Ploughing Championships
58 Marketing Age May/June ‘08
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