What’s your name and position within the organisation?
Maria Walsh
COO and co-owner of Platformation Enterprise Services Ltd.
Give us a brief overview of Platformation in general and your approach to sponsorship and partnerships specifically
Platformation is a young business, but we benefit from our collective and extensive track record in the business of sport and entertainment. We enjoy the benefits of decades of working with the very best and have had a privileged position and involvement in some of the most memorable and innovative commercial and fan engagement programmes of the past quarter of a century. Our perspective on the sport business industry is through data and insights. Our consultancy is based on data and experience.
What approach differentiates Platformation and makes your sponsorship strategy unique?
Our approach is very systematic and logical. We follow market standards and have gathered experience from the research and analysis industry over the past two decades. That kind of experience and exposure to various projects, and being part of the sponsorship community, is our unique story and makes us strong. Gathering, processing and analysing data is one thing, but putting them into a wider perspective and giving them a solid context, is the art that we have developed over the years.
How has your approach to sponsorship changed during COVID-19?
The entire industry had to adapt to the new world of the pandemic; the way we deal with things and the way we go about our daily lives. We too, have had to adapt and find new ways of attracting business. Keeping the conversation going and listening to the industry has been key. Personally, I believe sponsorship in the charitable sector, in the communities and including the social aspect, needs to and is, moving into focus.
What are the current trends within sports sponsorship, and how are they affecting how you work and how you deliver on strategy?
More than ever, it is about understanding and connecting to your communities, your fans, your followers. With social media and various different ways to consume sport and sport events, a good communication strategy is crucial. We need to listen to fans, we need to reach out – credibly – to the new generation of fans and offer them the special experience they deserve.
How has sponsorship changed for Platformation over the past few years, and what predictions can you make about how it’s going to change in the next five years?
We are living in a world of change and upheaval, where different events and challenges have shaken communities up dramatically, and, we believe, with a legacy that is set to stay. Sponsorship, or partnerships as they are increasingly referred to, need to move beyond branding in a cluttered environment, that relies on a media landscape that has since also changed. Fan engagement and dialogue, special or exclusive content, involvement in community, social or environmental concerns that the target group cares about… these are the new norms but they also need to be credible and authentic, ideally innovative, to stand out.
The community and communication aspect has become more prominent and it will continue to grow. Fans want to and have their say in the sport property they are supporting, we need to listen and keep the dialogue open. At the same time, we have the responsibility to look after our communities and make the world a better place with the platform we are given.
Is there anything else you would like to add?
Despite all the turbulence of recent years, we remain confident and optimistic in the sponsorship industry and the wider world of sport and entertainment, which still plays an important role in people’s lives. Challenges force us to innovate and create, find opportunity and a new way forward and I am sure we will do just that. I am really excited to be part of the sport business and having the privilege to witness so many amazing sporting events and happenings. I love supporting my clients in their development and there are so many amazing ideas and sports out there.