The industry’s must-attend conference taking place in London next month (3 April) will address a core issue concerning practitioners – the need to prove to businesses the value of sponsorship.
This challenge was identified at ESA’s Summit last year and in response, the Association has invited a panel of experts to discuss and debate the current approach to evaluation and how this is being developed to keep pace with a fast-changing marketing landscape.
The panel will discuss the methodologies currently used as well as explore how agencies are responding to clients’ increasingly more complex needs. The session will identify the business value of sponsorship and explore why the industry is struggling to prove value. It will also touch on the changing requirements and opportunities that are emerging, particularly in better understanding customers and utilising the available data more smartly.
The morning session will include:
• Professor Tony Meenaghan, Professor of Marketing, University College Dublin, an author of several papers on sponsorship evaluation, will discuss the valuation methodologies used by the industry and will suggest how these can be developed to meet the changing needs of the industry.
• Paul Meulendijk, Consultant and former Head of Sponsorship, MasterCard Europe will share his views from the experiences of having worked on the sponsor-side of the business for many years.
• Matt Rogan, Managing Director of Two Circles will focus on the outputs. His data driven sport agency specialises in maximising and proving the direct commercial return from large scale sponsorship programmes
• Charlie Dundas, Managing Director, Repucom will explain how his company has seen a continual shift in importance from its clients on all sides of the sponsorship spectrum towards more and better consumer insights. Media value will forever be at the heart of sponsorship deal-making but, increasingly, the aim for all parties is to better understand their fan/consumer base in order to know what they want and think so that they can be better served.
• Richard Masters, Director of Sales & Marketing, Premier League will share how he sees demands changing from a rights holder perspective.
The session will be moderated by Dominic Curran, Managing Director of Synergy. Follow ESA on Twitter at #ESASponSummit
For further details about the one-day Summit, the speaker line-up and to book a place, please visit the website http://www.sponsorship.org/content/sponsorship-summit-2014/index.asp
–ENDS– For further information contact the ESA Office on +44 (0) 20 8390 3311 or via esaoffice@sponsorship.org
