Halpin Sport Sponsorship and our approach to helping you to acquire sports sponsorship rights that meet your brand objectives is a little unique. You have, no doubt, been approached before by rights holders or agents who have inventory to sell and tried to persuade you of its merits.
We don’t do that
Our approach is that your needs come first. If sponsorship is of interest to your company as a means of achieving your business objectives, we’d like to discuss, in confidence, what it is that you are trying to achieve. We also ensure that we understand the profile of the audience that you are targeting and your key markets geographically. We’d also like to discuss whether there are other areas of business activity that the sponsorship should address such as communicating to distributors, wholesalers, retailers and employees etc. Only after this would we search available properties to find a good match for your objectives and ‘brand fit’.
Although we represent a range of sports rights holders and have a large inventory of rights that we can offer immediately, we would not consider them if they are not right for you.
How we charge?
Simple – we charge the rights holder a commission on placing the sponsorship with them – you pay us nothing. Doesn’t that mean it’s in our interest to sell the highest value rights? It would if we only wanted to be in business for a year. But we want to form a long-term partnership with sponsors such as yourselves. To do that we want to achieve the best value for you – and furthermore, we want to prove that we are providing best value.
Our commitment is that we will seek the most appropriate rights for you at a very competitive price. Because rights holders understand that we are not tied to any properties, we have a strong negotiating position to secure a good deal.
How will we prove it?
We have an extensive research arm which tracks more than 14,000 sponsorship deals globally. It means that we can see when new rights come on the market and we place a value on every deal. This resource is unique in the industry and it allows us to check that the value of rights is competitive.
It also means that we can analyse where your competitors are active and where there are gaps in the market and we can provide this as a report for you. Our research arm, which is responsible for some of the most highly acclaimed reports written on the sponsorship industry, also has experience in rights fee valuations, brand attribute matching, rights auditing and interpreting media evaluation figures. This resource also has access to an extensive library of industry case studies to analyse how certain rights have performed in particular industry categories. We can, therefore, show you how rights that we recommend compare in price and fit your objectives.
But how will we ensure that your sponsorship works?
Our service differs significantly from other agencies and rights holders. In many cases a deal is signed and you never hear from either the agency or the rights holder until it’s time for renewal. To start with, we won’t recommend a deal unless we have talked to the rights holder about how they will support you. If we’re not impressed, then we won’t place the deal. But we’ll go much further than that. Your sponsorship strategy analysed. For any deal worth more than £500k per annum, we will produce an in-depth strategy guide, tailored to your objectives, completely free of charge.
The strategy will consider your objectives and apart from consumer facing marketing, these might include B2B relationships, internal communications, CSR activity etc. We will then discuss options for benchmarking your position, setting specific sponsorship objectives and discuss how the outcomes will be measured. As part of that strategy, Halpin Sport Sponsorship would liaise with the commercial departments of the rights holder(s) in question to agree how resources and inventory would be provided to assist your company in its activation plans.
Finally, and most importantly, we’ll make a series of recommendations on how the sponsorship can be activated that meets your brand guidelines and your business culture. Our role, therefore, would go beyond the sales process and offer considerable support to help both your company and the rights holder(s) to make the sponsorship work effectively. This service is completely free of charge. Quarterly review Every quarter, we will review with you how the sponsorship is performing for you and whether the rights holder is meeting its obligations to you.
We will also seek to clarify whether initial objectives have been met and whether they need adjusting – again this is at no charge.
Summary We try to get to understand EXACTLY what it is a company requires before we get to work.
As a rule, we like to gain a clear and concise understanding about:
How success will be measured?
We are confident that Halpin Sport Sponsorship can work with you to ensure that you get exactly what you require and your objectives are successfully met.
I would be delighted to set up a conference call with you to discuss this further with our Director of Research and Strategy. I look forward to hearing from you.
Founder and Managing Director