The number of B2B sponsorships has nearly doubled in the last 16 years. Jessica McGreal investigates why so many B2B brands are entering this once predominately B2C space
With the football season now officially upon us we thought it only right to tackle the topic of B2B sponsorship. What once was seen as a predominately B2C space has now become an increasingly powerful and popular marketing tool for B2B brands too. James Lawton-Hill, head of marketing at Brother UK, explains: “I work within the technology industry and, while I consume the relevant trade media to those sectors, I still read, watch and listen to wider media as a consumer. It’s naïve to think that those channels couldn’t influence my professional life.”
Research by OC&C Strategy proves B2B sports sponsorships are on the rise. The overall sports sponsorship investment from B2B has increased by nearly 50 per cent between 1997 and 2013. “With its global reach, ability to target consumers at the same time as businesses and the added bonus of corporate hospitality to help strengthen and deepen relationships, it’s clear to see why B2B brands are getting in on the sports sponsorship act,” comments Mostyn Goodwin, partner at OC&C Strategy.
Consequently, the sporting and events worlds are designing increasingly attractive packages for B2B firms. Sponsorships now offer an array of opportunities for companies beyond just brand recognition. These ‘feel good’ benefits span from client hospitality, community engagement to unique sales pitches and lead generation. Not forgetting internal incentives, such as match day tickets.
It’s not surprising many B2B brands choose to sponsor football teams in order to promote their services across the globe. In 2012 alone football attracted $4.5 billion in global sponsorship, according to research carried out by IFM Sports Marketing.
Recruitment consultants, Hays, recently signed a sponsorship deal with Manchester City FC. Sponsoring an English Premier League team generates powerful coverage throughout the world. On top of partner benefits, upcoming sponsorship activity will include hi-tech LED ad boards, interview backgrounds and match day programmes.
Brand synergy
However, to achieve a successful union is by no means simple. Brand synergy can be the life or death of a sponsorship deal. Aligning your brand’s aims with a sports team or event is arguably more difficult in B2B. But don’t fear – there are plenty of examples of B2B brands forming great partnerships.
Brand synergy plays a vital role within this union. Hays chose Man City because of the alignment between the football team seeking top talent and organisations using Hays to help them attract new talented professionals in order to grow. However, this is not where the brand synergy ends, group marketing director at Hays, Sholto Douglas-Home explains: “We are very active on social media, particularly on LinkedIn, as the 33rd most followed company in the world, and Manchester City has recently been voted the best club for utilising social media effectively.”
Local community
However, it’s not only football teams B2B brands are going sponsorship crazy for. One other area many B2B brands choose to focus is their local community.
Printing SME, Solopress, sponsors its local ice hockey and mountain bike club.
Its aim is to build something that enriches the lives of individuals living in the local area. As a result, the printer focuses on building a direct relationship with these teams by providing all the promotional materials. Rik Hayes, online marketing, PR and copywriter at Solopress, highlights a strategic incentive for local sponsorships: “Solopress is a predominantly online company and local search is an increasingly important element of Google’s search engine results. Therefore, we’re always looking for ways of improving our local presence. Sponsorship is one of the methods we’ve decided to use to build our brand locally.”
Events
In contrast, there are numerous examples of B2B firms sponsoring events from tech conventions to gallery openings. Think back to the last event you attended, I would be surprised if the itinerary, banner or your own badge did not contain a B2B logo. After all, events bring like-minded people under one roof and offer a rare opportunity for direct face-to-face networking.
A recent high-profile example of event sponsorship is Adobe’s partnership with Cannes Lions Advertising Festival. One aspect of this activity included hosting a seminar entitled: ‘You can’t trust marketers’, which discussed their recent research that revealed 80 per cent of CEOs say they can’t trust marketers. To boost awareness the software giant used social channels, tweeting event updates, filming Vines and writing a daily blog of its Cannes Lions adventures.
ROI
Regardless of the advantages, Chris Sykes, CEO of B2B agency Volume argues: “An event is usually a one-off or annual. Sponsoring a sports team gives you greater and a more consistent exposure, and therefore a much bigger audience pool. You also have more time to utilise the sponsorship across the season and benefit if the team reaches a final, for example.”
So, what can you expect to see in terms of ROI from sponsorship activities? The list includes new business opportunities, increased brand recognition, local awareness and further credibility. Volume is one B2B brand reaping such benefits. Sykes says: “We have gained direct business from engaging with senior people at our sponsored events. We also receive a much higher number of direct approaches for employment. We estimate direct approaches due to greater visibility saves us in excess of £120,000 a year.”
Over the last decade sponsorship has become an increasingly important tool in B2B marketing and can no longer be seen as a B2C-only space. These unions now go far beyond just printing a logo on a sports shirt or event banner, and have become partnerships where two organisations can come together to share knowledge and skills. If you get it right, these relationships can produce an abundance of advantages and demonstrate significant ROI. However, without research, budget and brand synergy it can be a waste of time, money and, worse, ruin your reputation.
