Matt Clay

The Event Sponsorship Model is Evolving

While recently reading up on the latest industry news,┬áthere was one headline that really stood out to me. With sponsorship being at the heart of our business, I was immediately drawn in by this: “Virgin Media and the New Event Sponsorship Model.”

The article highlights 5 key ways that the event sponsorship model is changing and delves into examples of how some brands are executing these sponsorship deals.

  1. Listen
  2. Buy Access
  3. Build Your Reputation
  4. Create Content
  5. Measure

In today’s market, it’s imperative that sponsors give fans added value to help deepen that relationship. The article highlights the below video from Virgin Media, which gives back to fans traveling to away matches. Beyond their shirt sponsorship, Virgin is leveraging their relationship to subsidize fan away tickets as part of the “Twenty’s Plenty” campaign. By offering that tangible benefit to fans, the fans and Virgin both win.

Categories: Event Marketing, Soccer Marketing, Social Media, Sponsorship