SponsorClick
News - July 2002
Dear Reader,
How has Veuve Clicquot's sponsorship become so successful? Naomi
Hancock, UK PR Manager, tells us all about it in an exclusive interview. Also
read about the launch of SponsorRating, the first sponsorship rating agency,
our unsual transactions of the month, and a "special X-treme" Sponsorship
Alert.
As this is the last issue for the summer, we wish you a good August
and will be back in September.
Your comments are always welcome, so please email us at [EMAIL PROTECTED].
All our best,
Rachael Mark
Editor
In this issue:
1. Sponsorship, How and Why? Veuve Clicquot
Speaks
2. Press Release: SponsorClick Launches the First
Sponsorship Rating Agency
3. Unusual Transactions of the Month
4. Sponsorship Alert Special
X-treme
5. Special Offers: Taylor Nelson Sofrès,
BVA, Sport+Markt, Mediametrie, and more
6. More Matching Opportunities With SponsorClick
7. How to Contact SponsorClick?
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.1. Sponsorship, How and Why? Veuve Clicquot
Speaks
Interview with Naomi Hancock, PR Manager, Veuve Clicquot
UK - July 10, 2002 - top
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On the occasion of the Veuve Clicquot Gold Cup Polo in
West Sussex, Naomi Hancock reveals Veuve Clicquot's communication strategy.
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Veuve Clicquot has had a single consistent
communication strategy in the UK for the last 15 years. This has been
to associate the brand with the most glamorous sporting cultural and
social events of the English summer - known locally as The English Season.
Veuve Clicquot has become the Champagne of
the Season. We've adapted our communication to stay at the forefront
of fashion, and attitudes to these events, which combine tradition with
the excitement of world class sport.
Does your company consider sponsorship a key marketing/communication
tool?
Absolutely. Sponsorship enables us to build positive associations for
the brand. But we are not interested in tacking our name onto an event
where the addition does not add real value to the event and vica-versa.
We believe in investing, nurturing, and improving over time.
Can you describe your sponsorship strategy?
We aim to maximise the perception of Veuve Clicquot as the Champagne
of the Season. Everything we do is designed to build a partnership,
and enhance the valuable efforts of our partners, in their own creation,
and development of their events. Our buzz word is integration, as we
seek to make The Season central to our marketing mix.
Can you describe your sponsorship decision-making process?
We usually discuss a sponsorship programme for the full year with our
mother company in France. We have flexibility - within our budget and
the frame of The Season - to undertake what we sense to match our values
and the image of Veuve Clicquot. Our role in London is to screen whatever
comes to us and discuss relevant operations internally.
We have a dedicated PR Group at Veuve Clicquot
which makes all decisions related to our sponsorship. Above a certain
threshold our head-office will like to be involved in such a decision.
What are the main criteria on which you base your sponsorship strategy?
Return on investment is the key criterion for any marketing investment
decision. We would only undertake sponsorship in Season-related events.
This is our rule and frame of investment.
What objectives are you seeking to achieve through sponsorship?
Within the Season, we are especially looking to achieve visibility vis-à-vis
our audience, image-transfer, media coverage (all national press, magazine
of all kinds).
Awareness is also key for Veuve Clicquot, so
we look to find events that complement those that we already have, and
extend our appeal to people of similar status, but differing interests.
Please describe one of your sponsorships
The Eighth Annual Veuve Clicquot Gold Cup Polo, held this month at Cowdray
Park in West Sussex, is the largest entertainment operation undertaken
by Veuve Clicquot UK each year. This successful sponsorship earns Veuve
Clicquot tremendous media coverage, fabulous exposure to our core target
group and a perfect image transfer as polo is the sports of kings and
the king of sports.
What's your approximate sponsorship spend per year?
Significant. Without giving figures, we can say that we spend a large
portion of our communication in sponsorship and support and that we
organize the majority of our communication around the theme of Veuve
Clicquot as the Champagne of the Season, because this is where we are
getting a good return on our investment.
How do you measure the effectiveness of your sponsorship?
From day one of our PR and Events campaign. We measure column inches!
We measure our press coverage thoroughly as it may enable us to dedicate
even more resources into sponsorship the following year if we get a
good return from it. Sales is the second key factor that we keep a close
watch on.
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Naomi Hancock
Naomi is PR Manager at Veuve Clicquot UK and is responsible for sponsorship
strategy.
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.2. Press Release: SponsorClick Launches The
First Sponsorship Rating Agency
London and New York - July 15, 2002 - top
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SponsorRating™ is an independent service that rates
sponsorship rights of any kind, anywhere, at any time
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SponsorClick announced today the launch of
SponsorRating™, a new rating agency specialized in sponsorship
rights. Ratings provided by SponsorClick are determined by methodologies
similar to those of Standard&Poors and Moody's, and are assigned
on a broad range of sponsor seeking organizations, events, individuals,
and media in various fields such as sports, culture, education, charity,
and B2B.
SponsorClick leverages its independent positioning
and its privileged access to the world's largest qualified sponsorship
opportunity database to create a unique rating scale for sponsorship
rights of any kind, anywhere and at any time.
Professionnalism and Risk
The interest of this technique - often used on capital markets - is
to consider that sponsor seekers raise substantial amounts of funding
from advertisers in exchange for a number of material and immaterial
benefits including visibility, access to contact databases, and PR.
SponsorRating™ assesses their capacity
to deliver these benefits to their sponsors, the same way rating agencies
measure the capacity of companies to pay their debt back in a timely
manner.
Ratings range from AAA (highest) to C (lowest)
Experienced, well-informed, and impartial analysts use numerous criteria
such as sponsorship track record, claimed audience, budget balance,
existing sponsors, and the quality of the sponsorship offering structure.
More than 50 sponsor seekers in five countries
have already been rated. For example, New York's Carnegie Hall is rated
AAA, Milan ATP Tournament is BBB, and London-based McMillan Cancer Charity
is A.
The SponsorRating™ service is available
for all advertisers who need to assess the professionalism and the risk
associated to their potential partners as well as for sponsor seekers
who want to prove their good standing and justify the price of their
sponsorship packages.
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The price for a new SponsorRating™ report varies between US$ 8,000
and US$ 15,000, and existing reports can be acquired for US$ 2,500 apiece.
For more information click
here or contact rating@sponsorclickcom.
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.3. Unusual Transactions Of The Month
In partnership with Sports Marketing
Surveys - July 2002 - top
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In this section, in partnership with Sports
Marketing Surveys, read about original sponsorship transactions
around the world:
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Persil - British Naturist Petanque
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Nudist petanque became the latest trend in sponsorship
as Persil provided branded socks, sweatbands, baseball caps and towels
for the British Naturist Petanque Team to wear at the international
championships. A Persil spokesman said: " People may ask why a
washing powder company is working with people who don't wear clothes.
However, even naturists have washing machines".
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Lego - NBA
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Lego, the Danish toy maker, continued its brand extension
plans with a licensing deal with the NBA. A Lego spokesman Michael McNally
said "there will be other opportunities for us down the road for
other sports that we can bring to the Lego world. Certainly we will
be moving in other directions and other sports."
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Merrill Lynch, Laurent-Perrier, Harpers & Queen - Chelsea Flower
Show
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The Chelsea Flower show confirmed its status as a top draw
for corporate hospitality and attracted sponsors such as Merrill Lynch,
Laurent-Perrier and Harpers & Queen.
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Fila - Kim Clijsters
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In signing Belgian player Kim Clijsters Fila now sponsors
three of the top nine women tennis players and two of the top three.
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.4. Sponsorship Alert: Special X-treme
...and more and more every day! - top
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Ice-Climbing World Cup - Europe, Winter 2002-2003
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Death-defying world champion ice-climbers risk their lives
to scale 40+ meter ice-structures in Italy, France, Russia, Sweeden,
Austria and the UK.
The original international ice climbing World cup is the
world's most spectacular ice climbing extravaganza and has been growing
steadily since its inception in 1999 attracting huge global media coverage.
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Nathanael Fresnois, Freeskier - Whole world, 2002-2003 season
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One of the best freeskiers in the world, Nathanael has
dedicated his life is to extreme sports. From contests to photo/videoshoots,
he travels the world on skis from Alaska to Canada to the French Alps
as well as Chili, Argentina and New Zealand and brings photo reports
back.
All season long he competes in national and international
contests, like World Tour IFSA. Besides some room on his helmet for
your logo, Nathanael offers a full sponsoring program for 2 years that
includes Web site, PR, testing, and incentives.
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European Championships of Streetboard - Bristol, UK, Fall 2002
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Formerly known as Snakeboard, Streetboarding is the newest
and fastest growing extreme sport.
The European Championships are an annual event, in it's
fourth year. Each year they have seen constant growth not only in the
event, but within this sport as a whole. This year we are expecting
to see Europe's top thirty riders battle it out in a chaotic frenzy.
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Professional SkySwoop Tour - Florida, April 2003
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Top Parachute Pilots in the world compete for a cash purse
at speeds of up to 65 mph over beach front venues while negotiating
obstacles to earn points. Obstacles can be sponsor product or packaging
such as foam or blow-up flexable targets.
"Skydiving has really evolved. With all the advances
in parachute design, it has given us the ability to do more than just
jump out into the sky," said Lyle Presse, the creator of the contest.
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Rob Farrow, Extreme Athlete - Hawaii, 2003
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A top rated professional surfer based in Hawaii, Rob is
well traveled and exposed to media in every country. As a surfer he
has appeared in specialty sport videos, acted as an event commentator
for television, made numerous cameo appearances on national television
shows, and appeared as a fashion model in a variety of international
publications.
Rob is looking for primary category exclusive sponsors,
for which he is willing to appear at company's events.
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.5. Special Offers: Taylor Nelson Sofrès,
BVA, Sport+Markt, Mediametrie, and more
July 18, 2002 - top
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SponsorClick is committed to providing you with the best service
beyond its matchmaking capacity. As a newsletter recipient, you are
entitled to the following special offers:
Sponsorship 2002 - Market Analysis
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The first study featuring the global sponsorship picture
and detailed market review is available for a discounted $590 (originally
$850).
Click
here for more info.
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Taylor Nelson Sofr�s Group - PiR
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Interested in valuing the media coverage of your sponsorship?
TNS's subsidiary Secodip has developed an efficient solution worldwide
and offers a special price through SponsorClick.
For more information: [EMAIL PROTECTED].
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Groupe BVA
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If you are considering reaching French Internet users through
sponsorship of web sites, BVA’s subsidiary TFC Research studies
the behavior of 18,000 French Internet users both at home and in the
office.
Special package offer price: 1,500 Euros. For more information:
[EMAIL PROTECTED].
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SponsorEye� - Sponsorship Intelligence
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SponsorEye™ enables you to be continuously informed
of new matching opportunities on the marketplace as soon as they become
available. This is an ideal way to cut costs and time in reviewing and
assessing (often unsolicited) sponsorship opportunities all year long.
Special price is $4,400 per research, for 12 months. Click
here for more information.
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Sport+Markt - European Football Monitor
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3,600 interviews are conducted among 15-65 year old football
fans in the UK, Italy, France, Spain and Germany. Sport+Markt analyzes
the target group definition as weel as the habits and opinions of the
Football audience and Sponsors’ awareness and reveals some interesting
and often surprising results, many of which placed some of the industry
“facts” in doubt.
To enjoy this special offer (23,750 Euros) or for more information:
[EMAIL PROTECTED].
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Mediametrie - Eurodata TV
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Mediametrie offers you the opportunity to follow the main
sports events with Eurodata TV, the worldwide database for TV audience
ratings. Pick an event and a report will provide you with all the audience
ratings, including live coverages, delayed coverages, highlights, magazines,
opening and closing ceremonies.
SponsorClick offers you a launch offer of 4,250 Euros (instead
of 5,000 Euros) for 5 countries for a limited time only. Please contact
[EMAIL PROTECTED].
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.6. More Matching Opportunities With SponsorClick
July 19, 2002 - top
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SponsorClick leads the way with the largest global sponsorship
opportunity database
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Sponsorship seekers: 7,094
Arts/Sports marketing agencies: 62
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.7. How to Contact SponsorClick ?
by e-mail, telephone or fax
- top
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U.S. &
Canada
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Tel (646) 365-3159
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fax (646) 349-2784
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United Kingdom
(European Head Office)
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Tel +44 (0)20 7900 2612
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fax +44 (0)20 7900 2614
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Germany
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Tel 0306 90 88 138
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fax 0306 90 88 122
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Italy
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Tel 02 95 441 296
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fax 02 95 441 271
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Spain
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Tel +44 20 7900 2566
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fax +44 20 7900 2614
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- Meet us on http://www.sponsorclick.com
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to [EMAIL PROTECTED].
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© SponsorClick, 2002, all rights reserved.
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