As the marketing and sponsorship industry has started to fully embrace the digital era, the emphasis on valuation, justification and activation has shifted away from media metrics to customer-focused metrics. The ‘fan’ is and has always been sponsorships ‘commercial equity’ not the media.
ESA will be exploring this ever greater need to treat and harness the fan as a customer at its Knowledge Breakfast Briefing in London on the 24th September.
The special guests leading the discussion will show how important the engagement with the fan is, no matter the size or reach of the rights holder.
The panel will include Tom Fox, who has some 25 years’ experience building leadership teams and creating marketing and branding campaigns for some of the world’s most recognised and respected global brands. As Commercial Director at Arsenal Football Club, he has spent nearly the last five years transforming the Club’s commercial activities, overseeing three-fold growth in commercial revenues and the development of a global fan base through innovative digital content strategies.
James Kendall will share his insights gained over many years where his experience has spanned the brand, rights holders and servicing side of the sector. He has worked for Sky Television, Volvo Cars, Volvo Ocean Race and Portas Consulting, a specialist sports business consultancy. Until very recently he was the Commercial Director at Harlequins where he introduced the philosophy of ‘partnership’, changed the sponsorship model and negotiated deals with DHL, adidas and IG, doubling the club’s sponsorship revenue in the process.
For further details about this ESA Knowledge event, being held at Southbank, London from 8.15 – 10.15am, on Wednesday 24th September, visit the ESA website – www.sponsorship.org
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For enquiries, contact the ESA Office via esaoffice@sponsorship.org