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 Sponsorship - Pat Gallagher - Super Bowl 50 - Episode 49 - December 2017
Inside Sponsorship - Carson McKee - Snapchat - Episode 48 - November 2017
Inside Sponsorship - Simon Hawk - Etihad Airways Australia - Episode 47 - November 2017
Inside Sponsorship - Sports and Entertainment Fusion - Rebekah Stevens - Nielsen Sports - Episode 46 - October 2017
Inside Sponsorship - The Best Bits Vol 1 - Episode 45 - October 2017
Jonathan Harris - SRi - Inside Sponsorship - Ep 44 - Sep 2017
Inside Sponsorship - Changing Attention Spans - Spencer Nolan - Nielsen Sports - Ep-43 - September 2017
Inside Sponsorship - How Deal Characteristics Shape Sponsorship Perceptions - Woisetschläger, Backhaus and Cornwell - Ep 42 - August 2017
Inside Sponsorship - IP Owners Controlling Content and Coversations - Max Barnett - Nielsen Sports - Ep-41 - August 2017
Inside Sponsorship - Sponsorship Mistakes - Abby Clemence - Ep-40 - August 2017
Inside Sponsorship - China - Claude Ringuet - Ep-39 - July 2017
Inside Sponsorship - CDW - Dan Frystak - Ep-38 - July 2017
Inside Sponsorship - Unified Measurement - Michael Tange - Nielsen Sports - Ep 37 - June 2017
Inside Sponsorship - Selling - Trent Leyshan - Ep 36 - June 2017
Inside Sponsorship - Invictus Games - Tim Hodgson - Ep-35 - May 2017
Inside Sponsorship - Aligning Benfits to Sponsor Objectives - Ep-34 - May 2017
Inside Sponsorship - ASB - Mike Wootton - Ep-33 - Apr 2017
Inside Sponsorship - Southampton FC - Stuart Ramsey - Ep32 - Apr 2017
CrownBet - Ed Owens - Inside Sponsorship - Ep31 - Mar 2017
Inside Sponsorship - ASTC - Jason Cornell - Ep30 - Mar 2017
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