GB Taekwondo has appointed the new data-driven sports marketing business and ESA member caytoo to help it better manage and source sponsors and commercial partners.
caytoo will provide GB Taekwondo and their sponsors with better visibility on how the commercial partnerships are working. It will help sponsors extract more value from the partnership and help GB Taekwondo – which runs the sport’s world class athlete programme – attract new sponsors more easily.
The appointment comes after caytoo won the tender from Manchester City Council and World Taekwondo to measure the media, commercial and economic impact of the recent World Championships held in Manchester.
Matt Archibald, GB Taekwondo’s CEO, says it was a “real eye-opener to see the way caytoo employed a data-led and scientific approach to see how things were currently working and the different directions we should be looking in to target new sponsors.”
Archibald says that despite having a number of repeat Olympic and world champions, taekwondo “doesn’t have the profile of the bigger sports, so we need to be much smarter and results-oriented in how we market ourselves to brands.”
He adds, “We want to be as successful off the mat as we are on it.”
Jeremy Thompson, CEO of caytoo said two things were consistently clear in their early conversations with numerous rights holders: “The desire to take a more data-driven approach to sourcing and managing commercial partners combined with the frustration of ‘lazy agencies talking to the usual partners”.
Thompson believes caytoo is the “antidote” to this situation, being led by former executives of Nielsen, Deloitte and Cision, where “analysis, measurement, data, process and business intelligence were staple requirements.” Thompson is also confident his experience in chairing AMEC – the international body responsible for measuring and evaluating communications and PR – will be crucial in helping the sponsorship industry accurately measure ROI. “The most contentious question facing the PR industry was “what is the value of my PR coverage” and this idea of value or impact is something the sponsorship industry has been talking up more recently,” he said.
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About caytoo
Founded by former executives from Nielsen, Deloitte and Cision, caytoo takes a more data-driven and scientific approach to helping sports rights holders manage and source commercial partners/sponsors.
www.caytoo.co.uk
About GB Taekwondo
Established in 2002, GB Taekwondo is responsible for the preparation, management and performance of British athletes at the Olympic Games and at World and European Championships. We manage the full time ‘World Class Performance’ programme and the national Talent Pathway programme, responsible for the development of cadet and junior athletes and their progression as members of the national squads.
www.gbtaekwondo.co.uk