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Hello everyone, we are here at the FIBS convention 2021 to talk about sponsorship right now. My name is Andrea Annunziata and I am the owner of Sporting Sport Marketing and Communication to talk about sponsorships. The first thing to start from to better understand is this type of data or globally sponsorships are the preferred promotional vehicle for companies and the numbers tell us this. Looking at the data, we note that sponsorship in the past year in 2020 totaled $ 48.4 billion. Let's talk about all sporting events worldwide. Spending on social ADV, or what is done on social networks (Facebook, Instagram and all the other social networks) has given a total expenditure of 30.9 billion dollars, so roughly we are to say 17 billion dollars in less. The forecasts and this is interesting of Social advertising in 2024 will reach 39.5 billion dollars, that is, in 4 years in anticipation, the expenditure that currently already exists on sponsorships will not yet be reached. So it means that within the next four years sponsorships, if they do not decrease, will essentially still be the advertising vector most used by companies and this basically means one thing; that sport is an extraordinary vehicle. We have something very powerful in hand that we can present to our potential sponsors. To understand sponsorships - especially Italian sponsorships - it is right to go and see the history of sponsorships over all these years. We can say in principle that the sponsorships for wide diffusion started in the 80's; obviously there were already in the 60's and 70's, but it was something of the Elite Sport substantially. While in the 80s we saw a more widespread diffusion. the concept, however, was very simple: there was sponsorship, there was sport on the sporting side and therefore the spaces on the sidelines were essentially sold, the logos on the sponsor's shirt, perhaps the tracksuit, the jacket, the bag and this was everything that ended up being sponsorship in the 1990s; however it was understood that the sponsor was no longer satisfied with that return: it did not have any actual benefits and therefore it was decided to go further than going to what is defined as integrated communication. Having different ways of speaking to the different subjects involved within the sports club for which we have a sponsor who speaks more extensively to the members, the other who speaks more fans, the other who speaks more to the other sponsors, rather than to the managers of the sports company themselves. and consequently each subject involved by the sponsor has a personalized communication, the same sponsor can have a different communication for all the subjects listed, so there is still a lot to do because sport represents these potentials that are all in all still largely unexpressed sports realities achievable with adequately planned, measured and differentiated communication operations, precisely integrated communication. The vector that still today in 2021 and can be very important also because the world of communication gives other ways of communicating: social networks are for example another subject, another vector that can call sport and the sponsor to communicate with different subjects because the followers are there online subject that was not present before. therefore it is necessary to have a strategy that focuses on the pros and cons of the Target involved: companies and end users. not all companies can communicate with all the end users that we have or with a part of them and not all sports clubs can have all the sponsors of all types of companies. the new marketing approaches are still very far from sport and what sport involves; there is to say But one interesting thing that you need to understand Obviously why companies sponsor and fortunately the reasons why companies sponsor are not many. let's take the case of coca-cola that in this picture: What are the 4 possible reasons that can induce coca-cola to sponsor? the first to facilitate the initiation of a conversation with the consumer so in this case we do not have a consumer who is not yet there and who must be encouraged to use a product; let's invent ourselves I'm not a coke Energy for which those who consume only supplements have not yet used or coke because there is no coca-cola-flavored supplement. intervenes within one or more sports activities to promote this type of new product and thus initiates a conversation with a consumer of supplements that until now he did not have as a consumer. another case could be that it has a better relationship with the consumer: we have an occasional coca-cola consumer when this type of company wants to increase sales Look for a better relationship with this consumer; how does he do it? sponsoring his favorite team and somehow enters the family, the tribe of his team and this in itself can be a vector that increases consumption. You are baseball fans you know very well that in America When a sponsor sponsors a team and these fans of this team immediately become in the vast majority of cases (in more than 50%) consumers of that particular brand in this NASCAR car championship in America It's sensational 80% nascar fans consume that type of product when a sponsor arrives. The second: to build stronger and lasting bonds then in that case we have a consumer there and maybe he is already assiduous, but we want to make him become dependent on our product and then we make sure that there are activities of the competitions of the events dedicated to him connected to the his favorite team and in that way we go to create a greater bond. offer emotional participation for which we already have an important consumer of our product but we want it to become something more, something whose bond can never be broken again and only emotions create such a strong bond and consequently what we create we create what we you can see every now and then when there are big sporting events and where you win tickets, you win the chance to get in touch with the champion of the heart, we create these events where you can truly experience the sport in the strongest possible way.