Tandem Partnerships - Experiential Experts’ Post

Now flip this on it’s head. Women’s football. If you are a club looking for sponsorship, the old ways aren’t going to deliver for you. Sponsors are eventually going to want to know all the things Damien outlines. Most clubs have no idea who their actual fans are, never mind their target fans. Data probably entends to an email address. Maybe a post code. At most. Personally, i think the solution lies at league level. Centralised ticketing with data being shared at league and club level would be a massive move forward in attracting sponsors at league and at club. Win/win.

It’s no news that big sports events offer a unique platform to elevate global brand awareness and engagement. With the Olympics happening again, there’s a huge opportunity for B2B brands to increase awareness and engagement with their audiences. Whilst official sponsorships might be prestigious or “sexy”, non-sponsors can still take advantage of the momentum even if the games have already started. Here’s how: 1. Partner with influencers, ambassadors and other brands that are already participating or creating content related to the Olympics. Leveraging partnerships can amplify your brand’s reach and add authenticity to your message. 2. Host virtual events to discuss related topics like teamwork, discipline, determination, inspiration, global cooperation, to name a few. And invite your key real and potential customers. These events can attract their attention if you show how you all share these common values. 3. Create real-time marketing to tap into the excitement of ongoing events. By sharing inspirational stories and celebrating victories, you can connect to your brand’s values and strengthen the relationship with your audience. 4. Incorporate the Olympics into your Account Based Marketing strategy. Focus on the countries and sports your customers might be following and deep dive into them to use this as conversation openers when approaching them directly. Make this part of the message for your mailing, in-person visits, print media, and other touch points you might have to interact with them. Please keep in mind that when not being an official sponsor you need to be very careful with IP regulations. Never use the Olympic protected brands, slogans, logos or direct references on your ads. ‘Paris 2024’ and ‘Olympic’ are also protected. We recommend getting creative with the wording to avoid any issues and always get a sign-off from your legal department before making anything public. At KHWS, we specialise in crafting innovative sponsorship strategies and creative marketing that resonate with your audience. Let’s connect to explore how we can elevate your brand during this sports season and beyond.

🚀 B2B Brands Score Big with Strategic Sports Partnerships 🚀 We’re witnessing a surge in B2B brands partnering with major sports teams, and it’s a winning strategy. My mate, David Reid dives deeper into why this trend is a home run and how to leverage it for success. Why B2B Brands are Going Beyond the Bench: 🌍 Global Reach & Audience Engagement: Sports attract passionate fans worldwide. B2B brands can tap into this diverse audience for broader exposure and deeper connections. 🏆 Building Brand Cache: Sports are more than games - they’re cultural touchstones. By associating with prestigious teams, B2B brands build brand cache and resonate with their target audience’s passions. 📖 Telling Compelling Stories: Sponsorships allow brands to co-create content that showcases expertise and shared values. Learning from the Champions: The Korn Ferry Tour: This PGA TOUR sponsorship by Korn Ferry perfectly embodies their brand promise of “Be More Than.” It reflects the dedication and progress seen in athletes, aligning with Korn Ferry’s message to potential clients and talent. IBM & Wimbledon: Demonstrates fostering trust through tradition and innovation. IBM’s cloud and AI expertise enhances Wimbledon’s digital experience, showcasing their services to B2B clients. The Rise of Women’s Sports: Beyond established male leagues, B2B brands are strategically partnering with women’s sports teams. Here’s why it’s a smart move: 💰 Sponsorships offer a cost-effective way to reach a growing and highly engaged audience. 🌟 Women’s sports represent diversity, equality, and empowerment - values resonating with today’s B2B landscape. 🎥 Partnerships with women’s teams create powerful narratives, fostering genuine connections with audiences. The Winning Playbook for B2B Sports Partnerships: 🎯Know your audience’s motivations and aspirations. Craft a narrative that goes beyond products, highlighting your mission and impact. 🎯In a purpose-driven world, B2B buyers seek stories that align with their values. Invite your audience into a narrative where they play a vital role, building emotional connections. 🎯Authenticity is key. Infuse your brand voice with personality to foster relatability and connection. 🎯Be open about your company’s values, ethics, and social responsibility. Alignment with audience values builds trust and lasting partnerships. 🎯Understand and address your audience’s pain points. Offer solutions that empower their operations, leading to loyalty and advocacy. 🎯Create memorable interactions through events, workshops, or interactive experiences. These encounters build lasting impressions. 🎯Align with cultural trends like major sporting events. Through partnerships, sponsorships, or creative campaigns, position yourselves at the forefront of conversations. By partnering strategically with the power of sports, B2B brands can win hearts, minds, and new customers.🏅 #B2BMarketing #SportsMarketing #BrandBuilding

TIME TO CHANGE HOW YOUR BRAND POSTS ABOUT EVENTS. #URWelcome. Ever felt bombarded by posts during a big game or an event? Imagine your feed overflowing with post after post from a brand, all because they sponsored the event. It’s like being stuck in a group chat you never wanted to join. Why companies love this strategy? Aren’t there cooler, less spammy ways to get value out of sponsorships? - Imagine EA Sports bombarding you with Premier League updates or Heineken filling your feed during every F1 race and football match. I have been working with Cancer Research UK (CRUK) on their events and I realised that more effort is put into the events experience and curation of content that sparks action. Sure there are more strategic and engaging ways for brands to leverage their event sponsorships without resorting to incessant live-tweeting to maximise brand exposure. Here are some suggestions. 1. Curated Highlights: Instead of real-time updates, you could share well-curated highlights and key moments after the event. This approach allows for higher quality content that can be both engaging and visually appealing. 2. Behind-the-Scenes Access: Everyone is a content creator these days, and other people in attendance are creating the same content you are capturing. What they can’t get to is exclusive behind-the-scenes content that you have access to as a sponsor. This can captivate an audience more effectively than standard updates. This could include pre-event preparations, interviews with athletes or artists, and unique perspectives that aren’t available to the general public. 3. Interactive Content: Engaging the audience with quizzes, polls, and contests related to the event can keep followers entertained and involved without feeling overwhelmed by frequent posts. Your brand is visible in terms of the branding… now can you create platforms to interact and engage with those following? 4. Influencer Collaborations: Yeah. Influencer partnerships can help your brand extend their reach around the sponsorship through their unique content. They also add a layer of authenticity and personal touch to the coverage. 5. User-Generated Content: Encouraging fans to share their own experiences and content, and featuring this on your brand’s platforms, can foster a community feeling and offer diverse perspectives on the event. Instead of you flooding the timeline with what could sometimes come off as biased takes on the events. 6. Themed Content Series: Come up with a content series that runs before, during, and/or after the event can help maintain engagement over a longer period without the redundancy of live posts. What do you think brands can do to ensure that their sponsorship is not just a chance to show how fast they can tweet or post about it but gives the brand more value while enhancing the audience's experience? Lets share in the comments. #URWelcome #BrandSponsorships #Marketing #Events #

Fantastic read by Jenna Martindale that helps show the power of sports in advertising. Media plays a big part in helping brands connect with their audience (indirectly or directly), and what better way to do it than by putting yourself in the heart of what makes us all sit around the TV, listen by the radio, or read up on the papers to know how "our team" is doing? If you're a business owner looking to grow your brand, don't skip out on this one.

Sports sponsorship can be a secret weapon for brand growth. 10 ways it helps: 1. Boosts Brand Awareness Sponsorship puts your brand in front of millions. • Your logo on team jerseys • Ads during game broadcasts • Social media impressions Visibility leads to recognition. 2. Enhances Brand Image Aligning with sports teams boosts your brand's image. • Fans associate your brand with their favorite team • Positive emotions from sports transfer to your brand • Builds trust and credibility A strong image attracts loyal customers. 3. Engages Target Audience Sports fans are passionate and engaged. • Interactive fan zones • Exclusive content and behind-the-scenes access • Contests and giveaways Engagement builds a strong connection with your audience. 4. Drives Sales Sponsorship can directly boost sales. • Special offers for fans • In-stadium promotions • Online store tie-ins Fans love to support brands that support their team. 5. Provides Networking Opportunities Sponsorship opens doors to valuable connections. • Meet industry leaders at events • Partner with other sponsors • Collaborate with athletes and influencers Networking leads to new business opportunities. 6. Increases Media Exposure Sports events attract massive media coverage. • Your brand featured in news articles • Mentions in sports blogs and podcasts • TV and radio shout-outs Media exposure amplifies your reach. 7. Generates Content Sponsorship provides endless content opportunities. • Behind-the-scenes videos • Interviews with athletes • Game highlights and recaps Content keeps your audience engaged and coming back for more. 8. Builds Community Sponsorship helps build a community around your brand. • Fan meet-and-greets • Community events and activities • Support for local sports programs A strong community fosters brand loyalty. 9. Enhances Employee Morale Sponsorship boosts employee pride and morale. • Company tickets to games • Employee participation in events • Team-building activities with sports themes Happy employees are productive employees. 10. Delivers ROI Sponsorship delivers a strong return on investment. • Increased brand awareness and sales • Enhanced brand image and loyalty • Valuable business connections Investing in sports sponsorship pays off big time. Ready to elevate your brand? Let’s explore how a partnership with the Minnesota Timberwolves can drive your business growth and deepen your connection with fans. jenna.martindale@timberwolves.com #sportssponsorship #sportspartnership #branding #marketing #brandawareness #sportsactivation

HOW CAN BRANDS CAPITALISE ON SPORTS EVENTS FAN ZONES? ⚽ 🥇 Sports event fan zones are a highly effective marketing tool for brands as they attract enthusiastic and engaged fans within a niche area. Branding is all about engagement. Can you think of a better way to engage your target audience than through the electric atmosphere of a sports event fan zone? Fan zones provide a unique opportunity for your brand to: Enhance visibility Showcase your offerings Build lasting relationships With your niche target audience – as well as the relevant media. Take a look at this blog post to find out more. https://lnkd.in/e-2EF96y

I love it when key sectors maximize sports sponsorships. I want to discuss one that brands and sports teams should consider... The category is furniture companies. I feel that this category should be involved in sports and entertainment partnerships. The reason is experiential, where fans can experience their products. The Carolina Panthers and Belk just unveiled a dynamic new partnership that offers more than just branding—it's about immersing fans in comfort and style. With Belk's furniture collection taking center stage in Bank of America Stadium, this collaboration shows how brands can seamlessly connect products with experiences to resonate with consumers on a deeper level. Fans can experience their products at home, watching a game with friends, neighbors, and family. Why This Partnership is a Game-Changer: - Furniture Meets Fan Experience: Belk's furniture isn't just on display—it's actively transforming the stadium environment. Through thoughtfully designed seating areas and fan lounges, fans experience Belk's products firsthand, blurring the lines between home comfort and game-day excitement. - Going Beyond Standard Sponsorships: This partnership isn't about passive exposure. Belk is integrating its brand into the game-day atmosphere, giving fans the opportunity to engage with its furniture in real-time. By creating memorable in-stadium experiences, they foster a personal connection between their products and fans' favorite moments. - Expanding Retail Influence Outside the Store: Belk is expanding its reach by showcasing its lifestyle products in an unexpected venue. Through this strategy, the brand makes home design and comfort aspirational beyond the walls of a store, creating new touchpoints with a passionate fanbase. What Brands Can Learn from This Strategy: - Embed Products into Real-Life Experiences: Elevate your offering by allowing fans to engage with your products in immersive settings. - Collaborate for Impact: Align with rights holders to design experiences that go beyond signage and become part of the fan journey. - Expand Beyond Traditional Channels: Bring retail products to new environments, giving audiences fresh opportunities to connect with your brand. - Create Long-Lasting Emotional Connections: Develop partnerships that tie your brand to memorable experiences, turning everyday products into symbols of joy and celebration. Key Takeaway: This isn't just a "sponsorship" it's a living experience. Belk leverages its furniture line to enhance game-day comfort and offer fans a preview of how their products can bring the same energy and style into their own homes. Integrating products into fan culture is the future of brand partnerships, where meaningful experiences take priority over simple visibility. We're here to help. #sportsbiz #sponsorships #heretohelp 

https://lnkd.in/dKmrHxwV "Sports fans are extremely passionate. The process of rooting for a team or specific player creates a deeply emotional bond—one that’s well past logical. From a brand perspective, that’s important because we know people buy with their hearts and justify with their heads. When we embed our brand into a sport people love, and into teams and athletes they root for, that emotional allegiance trickles into our brand—this is a great thing! Television commercials or social advertising just don’t garner that same emotional bond." This is why the intersection of sport and brand partnerships is such a powerful platform for growth. Unlike traditional advertising, embedding a brand within the fabric of a sport that people love – whether through teams or individual athletes – taps into an emotional allegiance that can elevate a brand beyond mere awareness. It’s not just about visibility, it’s about becoming part of the story.