02 Extend England Rugby Sponsorship

O2 today announced it has extended its contract with the RFU to continue as the official sponsor of England Rugby for a further four years.

England team
The £4millon a season deal between O2 and the RFU will be visually reflected through O2’s extensive kit sponsorship of all fifteen-a-side England men’s teams including the senior team, the Saxons as well as the U20s, U18s and U16s. For the first time O2 will also sponsor the England women’s rugby team who are the current European Champions as well as being the RBS 6 Nations champions three years running.

It will also further establish O2 as the exclusive telecommunications provider to both the RFU and individual England squad members and provides an extensive package of rights including ticketing and hospitality at matches.

O2 Rugby Content
The new deal will continue to give O2 player access rights on both a squad and individual player level, to enable the creation of unique mobile content for customers over the next four years.

Branding and O2 Experiences
The sponsorship will provide O2 with extended rights to build a greater brand presence at Twickenham both through stadium advertising and by facilitating better O2 customer experiences.

Ronan Dunne, CEO of O2 UK,

From a brand perspective the partnership with England Rugby provides us not only with great visibility but also allows us to create unrivalled mobile content and experiences for O2 customers.

O2 want to spread the positive messages about rugby union to a wider audience and their support of the Go Play Rugby and Play On campaigns ensure that we have regular contact with our supporters and expose the sport to potential new players and fans. They have been an outstanding sponsor over a number of years and they are the epitome of a company that believes in brand building and the longevity of its key business relationships.

This long term partnership is one of the longest running sports sponsorships and has been extremely successful in raising O2’s brand exposure and awareness with this sponsorship creating 27% brand awareness. It also helps to build brand affinity through delivering unique VIP offers and experiences for O2 customers.

Think of a sport. Now think of an Airline.

A nice article in the Independent today about how Emirates have used sponsorship to create a household name in the UK.

As well as title sponsorship of the state of the art stadium for Arsenal football Club in north London, Emirates have added title sponsorship of a roundabout to their list of properties.

More interesting to me than the fact that the Concord Roundabout will now be the Emirates Roundabout is that sponsorship makes up 50 percent of the £150m Emirates spends on marketing, including advertising and public relations. This is up from a spilt of 90% to 10% in favour of advertising.

While the company gives an indication that they are looking for a 6-7 times return on investment, they admit that it is an 'exposure' model of sponsorship, counting logos and then comparing it with how much it would have cost if you had bought that space on television or in the newspapers.

Even for a big player in the sponsorship game, they admit "It's not too scientific, it's a finger in the air type of measurement. But when you sponsor quite a lot as we do, you get more than a gut feeling of whether the sponsorship is doing well or not."

Surely the digital age can bring more clarity than that!

Who's on Beckham's Shirt?

Quick. Think. You've seen this image in all kinds of press. The front page of the Sun, the back page of the News of the World, the front cover of Sports Illustrated. So why can't you name the sponsor?

If you are in the industry, or a die hard Galaxy fan, you may know the answer, but a straw poll reveals that 9 out of 10 people can not tell you the sponsor's name. So much for the use of sports properties as mobile billboards. So much for extrapolated numbers of coverage. If ever there was an argument that the 'exposure' model of sports sponsorship is flawed, this is it.

You can almost imagine the board presentation. "Next year, the world's most famous footballer will be playing in a shirt with your brand on it. Your brand will be seen by millions of people around the world. If you were to pay for that kind of exposure at market rates, you would not be able to afford it... "

Unlike a billboard, which allows other images, associations, strap lines and messages to be conveyed in the time it takes to drive past on the motorway, a logo on a shirt is just that. There is no call to action. Just an implied endorsement of the participant. Without activation, the sponsorship is lost in the noise.

So how to do it properly? Well think of a sports property and then name their sponsor. If you can, then they are probably doing it right. In fact, some may have done such a good job that you may be thinking of a sponsor who hasn't been involved for several years.

Try it with the following examples: a) Tiger Woods, b) Roger Federer, c) Jeff Gordon, d) Kimi Raikkonen, e) Andrew 'Freddy' Flintoff, d) Manchester United.... Answers below.



Answers.
LA Galaxy Team Shirt Sponsor - Herbalife
a) Accenture, Nike, Gatorade.
b) Emmi, Gillette, Jura, Mercedes Benz, Nike
c) Dupont, Nicorette, Pepsi
d) Marlboro, Fiat, Shell, Martini
e) Vodafone, Barclays Capital, Woodworm
f) AIG, Nike