Re: Sport, sponsors, activism and politics
Reply #138 –
They key word there is 'realistic'.
I am very wary of anyone who puts out a 'realistic' figure. There are far too many moving parts to get a realistic figure.
As an example, i went to Austin, Texas for the first ever F1 Grand Prix they had there as part of my honeymoon. No way in hell i would've gone there for any other reason. How would Austin know this though if they did a 'realistic' breakdown?
Now, my honeymoon planning started with USA. No time of year, nothing, just America.
Looking at events we could take in decided on the time, ultimately, it was NBA, NFL and F1. We planned our trip to see who we wanted to see and where. Essentially, i flew into america 4 weeks before the F1, and flew out 2 weeks after. No chance they could attribute that to the F1.
I flew into, stayed in and hired a car from San Antonio because Austin was too expensive. (SA to Austin, similar time/distance to Geelong to Melbourne). Most of the eating i did was in San Antonio, except for what i ate during the 3 days i was at the track.
There is no way to track the effect that it had on and around Austin based on my experience, and there are plenty others like it.
It'd be the same thing for Melbourne. You can have a guess, but there is no way you'd get a realistic (read accurate) figure.
Well said, K.
If you're looking for an exact/quantifiable $ amount on your investment of sponsorship, it will be just about impossible to come up with a figure. Ball park, big ball park, figure... maybe. Sponsorship is an art as much as a science. It's also an on-going commitment to the event.
Sponsorship is a big picture investment. There are so many intangibles yet also huge benefits when placed correctly and done well. Share of mind and branding, I think the ad agencies gurus call it and then how the investor in sponsorship uses their sponsorship. With Melbourne branding itself as a sporting capital and proving it with staging international events it will be perceived as 'big' and an action place... a place for global travellers to put on their agenda of places to visit. Puts us on the map, and if not us, it would be someone else getting the global media attention.
I think it was NB (NorthernBlue) who mentioned, and very accurately so, all the flow on benefits of sponsorship. All the flow-on jobs created. My bro (an industrial electrician) is often in charge of the huge gennies needed at these major events, an enormous job which creates plenty of employment opportunities. Just one example.
The local plumber in a country town who has his signage on the wing of the footy oval, will get some business from the signage but in a variety of ways, directly through his/her mobile no. on the sign, confidence gained from those who've used him/her before to recommend and keep him/her top of mind for next time... then there are the events the plumbers attends with the club, the signwriter who created the sign and so on.