A discussion focusing on how the industry promotes itself currently and how it can improve will form part of the ESA Sponsorship Summit in London on Thursday 3rd April.
The session has been arranged following feedback from the industry, which feels it is not very good at telling its own story. A panel will explore the issues holding sponsorship back and seek positive steps to improve its image which is largely shaped by its portrayal in the media.
The panel comprises a mix of journalists and communications and sponsorship experts. Consultant, journalist and Unofficial Partner blogger, Richard Gillis, will moderate the session.
Gillis says that coverage of high profile sports events often positions sponsorship as a high-priced game, with much of the focus on the market for rights and the evolving relationship between brands and superstar athletes.
“Our panel will seek to interrogate how sponsorship is treated by the national and international mainstream and trade media, and will look to deconstruct some of the familiar story narratives that have grown up around the sponsorship industry. It will ask how the industry can shape more useful and positive narratives to project a more relevant image for the industry in the years ahead,” he said.
The panel will comprise:
Owen Gibson, Chief Sports Correspondent, The Guardian, who will provide a perspective from mainstream media.
Kevin Peake, Group Marketing Director, Clifton Asset Management, who sees the industry’s external perception being dominated by big-money deals but believes sponsorship can be the most effective way to build a brand on low budgets, engage communities and deliver measurable sales ROI.
Russell Parsons, News Editor, Marketing Week, who will share his views from the trade media perspective.
Alun James, UK Chief Executive, Four Communications, who wants to see the industry emphasising the creative and strategic aspect of the discipline. He believes a current preoccupation with measurement and evaluation which, while important, is still a message of justification rather than confidence.
For further details about the Summit taking place next week, the speaker line-up, and to book, please visit the website – http://www.sponsorship.org/content/sponsorship-summit-2014/index.asp
ENDS For further information contact ESA Office via +44 (0)20 8390 3311 or esaoffice@sponsorship.org – Follow us on Twitter #ESASponSummit
