“It’s not your job to change the way brands consider sponsorship. It’s your job to change the way they consider your sponsorship.”
The scramble for sponsorship continues across all levels of sport and across all markets.
And it’s not getting any easier.
Contrast that with the fact that Commercial Directors regularly identify sponsorship as the revenue stream with the biggest potential in their business and there is an obvious disconnect between ambition and reality when it comes to securing valuable partnership deals.
In an industry where on-field preparation is becoming more innovative and sophisticated, the same cannot be said of the approach to promoting, planning and securing vital partnerships.
Having worked with rights holders such as the European Tour, Rory McIlroy, Team Wiggins, Leinster Rugby and Mitchelton-Scott Pro Cycling; Atomic Sport are now focusing their resources and experience on helping major rights holders tackle the challenge of engaging, exciting and acquiring new sponsors.
The publication of ‘The Rights Holder Manifesto’ outlines Atomic Sport’s considered view on a brave new outlook for clubs, athletes, events and sports organisations. In the sponsorship game where rights holders are losing, the manifesto proposes how those same rights holders can level the playing field and gain a competitive edge off the field as well as on it.
Patrick Murphy, Director at Atomic Sport, outlines the reasons for publishing the manifesto; “After much time spent working with Commercial Directors in sport, we at Atomic Sport understand and believe in the potential of sponsorship to invigorate and transform brands and businesses. We also believe in the clubs, athletes and organisations who deliver sport as a business.”
He goes on to identify the oversight at the heart of many sponsorship sales processes, “From our experience in sport, we’ve seen many rights holders sell hard to unmotivated buyers. What we haven’t seen is rights holders who consider the multiple touchpoints which are part of a successful sales process. It is that creativity and planning that Atomic Sport bring to their clients in pursuit of game-changing sponsorships.”
The ‘Rights Holder Manifesto’ is available for download at www.atomic-sport.com/manifesto.
–ENDS–
For media queries contact:
Patrick Murphy
Atomic Sport
UK:+44 20 8144 8264
IRL: +353 1 407 0700
e: patrick@atomic-sport.com
ATOMIC SPORT
Atomic Sport help rights holders stand out in the sponsorship market.
Founded in 2012 and having worked with rights holders, athletes and sponsors we’ve witnessed first hand the dysfunctional nature of sponsorship sales.
We believe in sport and we believe in the role of sports clubs and organisations in society.
It is our mission to help rights holders engage with potential sponsors and give themselves the best chance of acquiring the partnerships that are required to deliver commercial and sporting success.