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Hello ;-)

Fredda Hurwitz
Global VP – Strategy & Marketing
@FreddaHurwitz
© Havas Sports & Entertainment

Jez Jowett
Global VP – Digital & Social Media
@Jezmond
What we’ll share today

01
Part 1 : A light introduction

Part 2: What’s hot and trending

Part 3: Five guiding principles
!
!
A Light Introduction

© Havas Sports & Entertainment
Football shirt sponsor #FAIL 1
Teen clothing store sponsorship of FC Nurnberg
© Havas Sports & Entertainment
Football shirt sponsor #FAIL 2
Sharia law results in Muslim players’ boycott
© Havas Sports & Entertainment
Football shirt sponsor #FAIL 3
Bimbo Bakeries and various clubs
© Havas Sports & Entertainment
Football shirt sponsor #FAIL 4
XL Holidays and West Ham (before and after ’09 collapse)
© Havas Sports & Entertainment
Football shirt sponsor #FAIL 5
Bonar, unfortunate terrace chanting
© Havas Sports & Entertainment
Venue Naming / Sponsorships #AMUSING 1
From rock to religion, @ the Jiffy Lube Live
© Havas Sports & Entertainment
Venue Naming / Sponsorships #AMUSING 2
© Havas Sports & Entertainment
Venue Naming / Sponsorships #AMUSING 3
© Havas Sports & Entertainment
Venue Naming / Sponsorships #AMUSING 4
© Havas Sports & Entertainment
Title Sponsorship #FAIL
Waste Management without activation
© Havas Sports & Entertainment
CELEBRITY AMBASSADOR #FAIL 1
Samsung Athlete Tweets Props for Galaxy S4 — From an iPhone
© Havas Sports & Entertainment
CELEBRITY AMBASSADOR #FAIL 2
Britney Spears for Pepsi, caught red can handed
© Havas Sports & Entertainment
CELEBRITY AMBASSADOR #FAIL 3
Sun Yang humiliates Hyundai with Porsche blunder, and no license
© Havas Sports & Entertainment
GYM SPONSORSHIP #FAIL
Krispy Kreme’s inappropriate sampling
© Havas Sports & Entertainment
MOUSTACHE SPONSORSHIP #FAIL #WIN
Des Lynam purple ‘tach for Nintendo launch
© Havas Sports & Entertainment
Spice Girls Sponsorship #FAIL
No scooter license
© Havas Sports & Entertainment
A few numbers to get us in the mood….

© Havas Sports & Entertainment
Investment isn’t slowing down

© Havas Sports & Entertainment
But fans’ views about 

sponsorship are changing

© Havas Sports & Entertainment
Fans want both engagement & involvement…

© Havas Sports & Entertainment
…and would care more about brands who
support causes than entertainment

© Havas Sports & Entertainment
Impact + Influence

© Havas Sports & Entertainment
Get it right, and
fans could become your advocate

© Havas Sports & Entertainment
What’s hot, what’s trending and what you
need to know

So what is hot and trending?
Passion points are vast

01

© Havas Sports & Entertainment
Formula 1 & F1 Rocks

Proving a huge ‘hit’ on field, on screen and on stage
© Havas Sports & Entertainment
MTV & MLB

Combining passion, adrenaline and performance off track
© Havas Sports & Entertainment
Fans and customers appreciate 

smart (and meaningful) sponsorships

02

© Havas Sports & Entertainment
Nike Back to the future

Nostalgia, innovation, social media & cause
© Havas Sports & Entertainment
Orange

RockCorps

Volunteering is now a socially accepted badge & currency
© Havas Sports & Entertainment
The kindness offensive

Random acts of kindness get noticed (and go viral)
© Havas Sports & Entertainment
Sainsbury

Paralympics

Doing good, is good for business (Sainsburys +NPS)
© Havas Sports & Entertainment
Digital and data are changing sponsorship

03

© Havas Sports & Entertainment
New rights & assets

Digital rights fiercely fought over (and still un-tapped)
© Havas Sports & Entertainment
NBA.com

Digital and data provide unique and premium content
© Havas Sports & Entertainment
Real Time Marketing (through digital)

Real time and ambush opportunities, only through digital / always on & listening
© Havas Sports & Entertainment
Sporting Park stadium, Kansas City

Digitally optimized stadiums with great fan experiences
© Havas Sports & Entertainment
© Havas Sports & Entertainment

!41
Digital applications and commerce

Digital experiences at game: cheering, voting, sharing. Buying!
© Havas Sports & Entertainment
Fans and brands as storytellers

04

© Havas Sports & Entertainment
Eurostar

Brands and consumers as storytellers
© Havas Sports & Entertainment
Rolex Daytona

Sponsorship stories need to be told
© Havas Sports & Entertainment
Social Media at your fingertips

05

© Havas Sports & Entertainment
High speed, high bandwidth required

Massive bandwidth requirement , or WIFI parter
© Havas Sports & Entertainment
SoMe signage, check ins and CTA a must

Encourage sharing and gamification
© Havas Sports & Entertainment
Fan participation

06

06
© Havas Sports & Entertainment
Enter the Game

Smart brands immerse fans into the game / product
© Havas Sports & Entertainment
© Havas Sports & Entertainment
Co-creation & crowd sourcing

Changing from ‘me’ to ‘we’. The Hawthorn Effect
© Havas Sports & Entertainment
State-of-the-art venues

07

© Havas Sports & Entertainment
MLB Stadium

Apple’s iBeacon

Stadiums more convenient and interactive for fans
© Havas Sports & Entertainment
© Havas Sports & Entertainment
San Francisco 49ers Stadium

software-driven

Software driven stadium, not a hardware driven stadium - thanks to Sony kit.
© Havas Sports & Entertainment
Big, bold and personalised

08

© Havas Sports & Entertainment
Samsung surround sound (and stadiums)

Branding and interactivity from all routes to stadiums
© Havas Sports & Entertainment
Big OOH for impact & impression

Premium and world famous sites still heavily desired
© Havas Sports & Entertainment
Small and perfectly formed

09

© Havas Sports & Entertainment
Durex

Intimate sessions

A role for small, intimate and more personable venues
© Havas Sports & Entertainment
Red Bull

Revolution in Sound

780 fans experienced pod performances on the EDF London Eye
© Havas Sports & Entertainment
Innovation is everywhere

10

© Havas Sports & Entertainment
Nike

Laser projected soccer field

© Havas Sports & Entertainment
Heineken

Ignite innovative bottle

© Havas Sports & Entertainment
© Havas Sports & Entertainment
Ultimately everything boils down to value
and impact

11

© Havas Sports & Entertainment
Measured in real time/dashboards

© Havas Sports & Entertainment
Quick recap

1. Passion points are vast
2. Fans and customers appreciate smart sponsorships
3. Fans and brands as storytellers
4. Digital and data are changing sponsorship
5. Social media sign posting and CTA’s
6. Fan participation
7. State-of-the-art venues a must
8. Big, bold and personalized
9. Small and perfectly formed
10. Innovation is everywhere
11. ROI and real time, sells

© Havas Sports & Entertainment
A few parting thoughts

© Havas Sports & Entertainment
Relevance
Know who you’re speaking with, why and
who you are
(Not who you’re selling to and when)

© Havas Sports & Entertainment
Language

Use the brand’s buzz words and DNA
!

(Make it easy for them to share, un-edited)

© Havas Sports & Entertainment
Partnerships

Think partnerships & shared value
!

(not sponsorship & transactions)

© Havas Sports & Entertainment
Interactive

Go beyond TV, turnstiles & tickets
!

(digital, social, streams and stadia-media)

© Havas Sports & Entertainment
Innovate

Involve, experiment, innovate openly
!

(embrace the power of the crowds)

© Havas Sports & Entertainment
Thank You!
© Havas Sports & Entertainment

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Sponsorship trends for 2014 (marketing, branding, naming, rights, events, digital, social media)