Recently, there have been a fair few people who have gotten in touch to let us know that they’ve enjoyed an episode from the past. So, we thought it would be a good idea to round the year out by re-running three of our most popular episodes.
We’ve all seen some great examples of sponsorships adjusting, doing something different, and really creative activations this year because of COVID-19. A lot of those have been driven by necessity.
Probably the most talked about activation of 2020, however, has been Burger King’s sponsorship of Stevenage FC, who, at the time of the sponsorship, in 2019, were last in the fourth division of English football. It left many people scratching their heads.
It is, of course, the sponsorship that ultimately gave us the hugely successful Stevenage Challenge.
This amazing partnerhsip wasn’t driven by COVID-19 or necessity. It was driven through vision and creativity, and, as our guest phrases it later on in the show, “a leap of faith”, to pull off a truly brilliant activation. One of the reasons it was so brilliant was because the opportunity was right under so many people’s noses, yet so many didn’t see it.
The activation is both amazing in its boldness yet so jarringly simple.
Tap into the already huge, but growing, eSports market, specifically FIFA. Tap into the underdog status and fairytale storyline of them winning. Tap into the desire for people to share their gaming highlights online. Tap into the fact that everyone loves an easily accessible giveaway, especially fast food.
The results have been absolutely amazing and driven directly from the 1.2 billion impressions that Burger King’s shirt sponsorship, of Stevenage FC, has produced through the Stevenage Challenge on FIFA. Furthermore, those commercial outcomes and further opportunities are both online and offline.
Alex Tunbridge is the Chief Executive at Stevenage FC and he joins us in this episode to take us inside Burger King’s sponsorship of his club.
We also hear from Daniel Collier-Hill, KORE’s Commercial Director – APAC, who joins us to discuss the blog which outlines 3 Things That Will Provide Both Short and Long-term Benefits to Sponsorship Managers.
Enjoy.
See omnystudio.com/listener for privacy information.
Inside Burger King's Sponsorship of Stevenage FC - Alex Tunbridge - Chief Executive of Stevenage FC - Ep 89
Inside Crisis Communications in Sponsorship - Jim Rocco and Isaac Benjamin - PRCG Sports - Ep 88
Inside Fuse with Stephen Hutchison, Managing Director - Ep 87
Inside a Current Agency Perspective of Sponsorship with Andrew Clarke - Agency Director at Octagon Australia - Ep 86
Inside the Rajasthan Royals with Jake Lush McCrum - Chief Operating Officer - Ep 85
Inside One Championship with Hari Vijayarajan - Group Chief Commercial Officer - Ep 84
Inside Events and Sponsorship During a Crisis with Chris Baylis - The Sponsorship Collective - Ep 83
Inside Sponsorship Contracts During a Crisis with James Earl - Fladgate Lawyers - Ep 82
Inside 3-Win Sponsorships with John Balkam - Ep 81
Inside Sponsorship Data, Digital, and Analytics with Eddie Fitzgibbon - 4Front - Ep 80
Inside Athlete Appearances and Sponsorship with James Begley - Pickstar - Ep 79
Inside Sponsorship - Best Bits of 2019 - Ep 78
Nailing the Look and Dress of an Event with Sam Goodwin from CSM Sport and Entertainment - E77
Inside Sponsorship at Mastercard Australasia with Katherine Butterworth - E76
Sponsorship Measurement and Reporting Using Consumer and Fan Data with Rob Mills from Turnstile - Ep 75
Inside Nissan with Alison Tyson, Senior Manager - Brand and Sponsorship - Ep 74
Entertainment Lions for Sport with Judge, Ben Hartman, from Octagon - Ep 73
AirAsia and eSports Sponsorship with Ben Rynjah - Ep 72
Experiential Activations with James Ward from TLA - Ep 71
Sponsorship Activations with Rik Conti from MAAKE - Ep 70
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