With an estimated 2m extra overseas tourists in London next summer, not to mention those travelling to the capital from across the UK, brands are already planning how to make the most of their assets in order to gain exposure and cut-through during what will be one of the busiest marketing periods the country has ever seen.

Olympic sponsors are in a slightly stronger position than most to try and gain this cut-through, in that they will have first option on outdoor advertising sites across the city, and are the ‘special ones’ who, because of their multi-million pound partnership deals, can officially run Olympic related activity without incurring the wrath of the Olympic police.

Some 2012 sponsors are, however, still topping up their portfolio with additional assets to ensure they have as much presence as possible – take EDF Energy, who last month signed an £8m three-year deal for the naming rights of the London Eye, one of the capital’s biggest tourist attractions.

EDF Energy London Eye

Brands who are not official sponsors of London 2012 are having to work a little bit harder to make sure their brands are visible to the 10.8 million ticket holders and the rest of the population who will be joining in the party.

We’re already seeing the Barclays brand around the city on a daily basis thanks to the Mayor’s flagship cycle scheme – promising to be even bigger in 2012, this is a clever way of navigating complex Olympic marketing laws.  And then we have O2, with naming rights to The O2.  Do we really think anybody will actually call it the North Greenwich Arena during Games time?

Barclays Cycle Hire

The O2 - or North Greenwich Arena?

Now there is another asset up for grabs. Sanyo yesterday announced that they will not be renewing their site on the Piccadilly Sign – one of the world’s most iconic advertising sites – after 33 years. With the lease running until the end of this year, it will be interesting to see who takes advantage of this opportunity for what will no doubt be one of the most visited areas by tourists in 2012.  The screen is already passed by an estimated 56 million people per year – 34 million pedestrians; 17 million people in coaches; 2.6 million taxis and 2.4 million cars.

Piccadilly sign

With three global Olympic sponsors already in situe, Coca-Cola, McDonald’s and Samsung, the sign will surely be a core part of their Olympic marketing plan. For whoever replaces Sanyo, Olympic sponsor or non-sponsor, the Piccadilly sign offers a truly premium outdoor advertising site, and because it is privately owned, by Land Securities, falls outside of the outdoor advertising restrictions put in place by LOCOG.  Watch this space….

By Sara Wilson on February 15th, 2011

Tags: London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sponsorship consultancy, Sponsorship consultants

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Flicking through the channels yesterday afternoon I landed on the live FA Cup third-round draw taking place at Wembley. Having been talking about FC United of Manchester only the day before, I thought I’d watch and see if they were going to get drawn against one of the big guns.

Then something else caught my eye. Was that Noel Gallagher pulling the teams out of the hat? So it was – conducting the draw alongside Serge Pizzorno of Kasabian. It was like watching Christmas come early for two excited children! Both enormous football fans, the two internationally-known artists were obviously having the time of their lives.

A highlight was when just after Pizzorno had pulled his own team, Leicester City, out of the hat, Noel followed suit and set up a January tie against his beloved Manchester City. The fun didn’t stop there, and what had turned into highly-entertaining viewing continued when Noel, a life-long City fan, stepped forwards to draw a team to face Manchester United – and out came Liverpool to take on their bitterest rivals what is the only all Premier League tie in the third round.

They always say there is a certain magic around the FA Cup and there certainly seemed to be some flying around the studio yesterday, with the ‘you-couldn’t-have-scripted-it-any-better’ draws.  However, the other thing that really stood out for me is that via successfully engaging with people’s passion points, you really can create ‘money-can’t buy’ experiences, whoever the recipient may be.

Noel Gallagher is arguably one of the most successful singer-songwriters of all time, but he admitted he was more nervous doing the draw than when playing live with Oasis at Wembley, and will no doubt be telling the story of the draw for a long time to come.

Click here to view the draw.

By Sara Wilson on November 29th, 2010

Tags: Barclays Premier League, FA Cup, Football, Football Sponsorship, Manchester United

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Football and money.  These days the two things go hand-in-hand, and more often than not we are talking about the upper end of the scale.

Take the recent spectacle that was the re-negotiation of Wayne Rooney’s contract at Manchester United.  He’s leaving…Chelsea want him…he prefers Manchester City…the fans are outraged…he’s staying at United after all , but only after signing a deal worth a cool £250k a week – or to round it up, a pretty comfortable one million pounds a month.  And all this in the space of just a few crazy days.

However, scanning the news last week, two separate stories linking Football and Money caught my attention for being at the other end of the spectrum.

1)    The Football Association is offering resident’s of Brent, the home borough of Wembley, the chance to buy tickets for England’s forthcoming friendly with France for as little as £5.

There are many ways you can look at this. The sceptical viewpoint (but probably quite close to the truth) is that the FA is desperately trying to find ways to fill Wembley with only 44,000 seats sold so far.  The lack of sales could be down to a number of things – friendlies are always less popular, ticket prices are so expensive, or are people still struggling to overcome some of the horror stories that the sport has endured over the last twelve months, both on-and-off the field in the shape of World Cup disappointment and the torrid tales of several footballers personal behaviour?

Alternatively, is the FA genuinely looking to give something back to the local community by giving residents the opportunity to go to an international match at the home of Football for such a low price?  Whilst I’m leaning towards the former argument in terms of what is probably the real reason behind this bold move, I’m going to go with the latter and enjoy the feeling that youngsters are going to benefit by enjoying what could be a once-in-a-lifetime opportunity to watch their national team, something they will never forget.

2)    The second story is about another billionaire from the US pouring money into an English football club.

Only this time we aren’t talking Liverpool, or Chelsea, or even Accrington Stanley. Robert Rich, the world’s 488th wealthiest man is investing in Bedlington Terriers – whose average attendance is under 100, and whose website address is www.btfc.ninjapowered.co.uk. The reason why Rich has chosen to invest – because he discovered he had ancestral rights in the area.

This story struck a chord with me because for once money is being put into the sport where your average Joe will reap the benefits.

By Sara Wilson on November 12th, 2010

Tags: Finance, Football, grass roots sport, Manchester United, Sport, World Cup

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This has been the question for many athletes and officials across the Commonwealth over the last few days. As is often the case with any major sporting championship, media scepticism tends to reach a peak just before the event begins, with huge attention focused on security, drugs scandals, infrastructure and much else.

For most, the turning point for this pre-event trepidation is the first moment of the Opening Ceremony with feelings of cynicism and concern being immediately replaced with excitement and enthusiasm. However, with under a week to go until the Delhi 2010 Commonwealth Games, I’m not so sure this is going to be the case.

Concerns surrounding the efficient delivery of the Games have been widely voiced since Delhi was awarded the event in 2003, however, they reached new heights last week when a footbridge outside the Jawaharlal Nehru Stadium collapsed. Whilst the Chief Minister of Delhi, Sheila Dikshit, couldn’t understand the alarm (Quote: “The footbridge was not meant for athletes and delegates. It was for the use of the common man”. Well, that’s OK then), the incident has triggered outrage with many more serious problems now being exposed.

As with any major event, potential terrorist attacks and security are always a concern. Attention on Delhi, though, has now focused on the images of the athletes’ accommodation released last week. Not only are many areas still unfinished (it was announced today that everything will be completed by Wednesday – four days before the Opening Ceremony), but they showed horrendous levels of hygiene.

(c) BBC Sport - Images of the athletes' accommodation

As I write this, the England team are due to enter the athletes’ village, but they will be without high profile athletes such as Phillips Idowu, Christine Ohuruogu and Lisa Dobriskey. Whilst the two latter athletes pulled out because of ‘injury’, Phillips pulled out because of concerns over his safety . “Sorry people, but I have children to think about,” he said via Twitter. “My safety is more important to them than a medal.”

Whilst he is said to be disappointed not to be competing, his absence and that of many other high-profile British athletes raises other questions about the stature of the event. Putting aside all the concerns over security, safety and uncompleted venues, even if these were all in hand and the Games were fully supported and expected to take place without any further hitches, it needs to be asked as to whether the event still holds its place as a major placeholder in the sporting calendar?

English hurdler Natasha Danvers appeared on BBC Breakfast last week and voiced her thoughts on whether the event has had its day and is still as appealing as before. She quite rightly summed up that for a GB Track and Field athlete, there are many other competitions that are simply more important. 2010 has already witnessed the European Championships, and with the Commonwealth Games being pushed back to October many athletes had already decided not to compete as they are now entering into their winter training schedule in order to be on track for the IAAF World Championships next year, and even more importantly the Olympic Games in London in 2012.

So, when the news of the collapsed bridge and appalling athletes’ accommodation came to the fore, it perhaps wasn’t that hard a decision for some more athletes to withdraw. On the other hand, however, for other competitors the decision hasn’t been as easy, as this event is still of the utmost importance to them.

With GB athletes competing in the vest of their home countries, the Commonwealth Games often offer the opportunity for other athletes to represent their country who might not otherwise get the chance to wear a national vest. It certainly isn’t an easy decision for them to forsake years of preparation and training for what may be for some their only chance of national pride.

The media attention is continuing with further controversy and outrage unfolding on a daily basis, and the jury is out on whether Delhi can recover from its current problems and somehow deliver a successful event. But, albeit that Glasgow is already committed to stage the Games in 2014, are we witnessing the beginning of the end for the Commonwealths?

Personally, having experienced a Commonwealth Games first-hand when I spent two amazing weeks working with one of the top-tier sponsors in Manchester in 2002, Guardian Media Group, I hope not. However, as always, only time will tell.

By Sara Wilson on September 27th, 2010

Tags: Athletics, Commonwealth Games, Glasgow 2014, London 2012, London 2012 sponsorship, London 2012 sponsorship consultants, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Sport, Team GB

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Don’t worry, Boris Johnson hasn’t called a snap Olympics!  The Games in question are the inaugural Youth Olympic Games which are currently taking place in Singapore, and which represent a long-awaited dream of Jaques Rogge, President of the International Olympic Committee, who has always wanted to create a global sporting event for young people.

The Games kicked off on 14 August with an elaborate Opening Ceremony, after which around 3,600 athletes between 14-18 years of age will be participating in 12 days of competition across the 26 summer Olympic sports.

Team GB has sent a team of 40 athletes to Singapore, including some individuals who are already hugely experienced at global sporting events, such as Tom Daley, the World and European Champion diver, who is a strong GB medal hope for London 2012.  For other team members, the experience of Singapore will be crucial to their development, especially for those with longer term goals such as Rio 2016.

With no precedent for this event, the organisation and build-up was always going to attract varying levels of interest and, as is often the case with the Olympic Games, the cost of hosting the event is one of the major elements that has been scrutinised. The original budget submitted to the IOC of $90m has already been exceeded three-fold, with the current figure standing at around $270m.

Sponsorship is another area where difficulties have been experienced.  Again, because this is a new event there is no precedent for sponsors to work from – no history of viewers or interest (although it is anticipated that there will be around 370,000 spectators) – therefore, the Games were seen as a risk for all involved and the Organising Committee has had to work hard to secure the required investment.  As it stands today, the Games have attracted 68 Marketing Partners – 11 Worldwide Olympic Partners (including Coca-Cola, Visa and P&G), 9 Official Partners (including Deloitte and Singapore Airlines), 16 Official Sponsors (including Volvo and SingPost) and 32 Official Supporters.

Total revenue generated from the sponsors has been estimated at 60m Singapore Dollars, however, many of the brands became involved on a 100% value in kind basis, seeing them offer their goods and services to the Organising Committee to help deliver of the Games, in return for marketing rights.

The final verdict on whether these Games have been a success won’t be known until all the marketing intelligence and data is collated. Regardless of this, China has already recognised the potential of the newest addition to the IOC events calendar, with Nanjing winning the bid to host the event in 2014 – a decision that was made by the IOC in February this year.

If you want to catch some of the action you can view live it live on the IOC website or highlights on BBC iPlayer.

By Sara Wilson on August 18th, 2010

Tags: Athletics, BBC, BOA, Default, London 2012, London 2012 sponsorship, Olympic sponsorship, Olympics, Sponsorship, Team GB

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Well, we know it will be Chicago, Madrid, Rio or Tokyo. But we’ll have to wait until around 1800 GMT today to find out which one Jacques Rogge will announce as the host city of the 2016 Olympic Games.

The great and the good are gathering in Copenhagen for the 121st IOC Session where the main point on the agenda is the announcement of the winning bid. Pre-race favourite is Chicago, where the high-powered campaign has delivered the Obama factor – Michelle is in Denmark already, Barack is due to fly in today.  However, coming up closely on the inside is Rio, whose bid is focusing on the romantic appeal of being the first South American city to host an Olympic Games, and promising to bring the party to life by delivering the carnival atmosphere that everyone associates with Brazil. So, it certainly isn’t a one-horse race, and we shouldn’t forget that London wasn’t the favourite in the race for 2012.

Influential IOC member Dick Pound commented yesterday that the IOC will be looking for the ‘safest option’ for the winning city – in terms of secure finances, a strong infrastructure, security and the general ability to deliver a successful Games.  However, I don’t think that anyone can actually predict which city will be unveiled.

Whoever it is, it will be a momentous occasion. Remember the images from July 2005 when London was victorious – Denise Lewis and David Beckham jumping up and down in Singapore, Prime Minister, Tony Blair, apparently doing a little jig, and thousands of supporters celebrating in Trafalgar Square. For the winning bid it will be a day to remember and one that will change the city forever.

London celebrates winning the 2012 bid

Who do I think will be awarded the Games?  My head says Chicago, offering strong political and commercial opportunities for the IOC.  However, my heart is pulling on the appeal of the South American party capital and the lure of the carnival atmosphere that would create a Games unlike any other.  Unfortunately, I don’t get to vote, so the question is, what will appeal most to the IOC members – those that do get to decide?  We’ll just have to wait and see….

By Sara Wilson on October 2nd, 2009

Tags: David Beckham, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Synergy

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The team behind Powerade’s InnerGear campaign is celebrating today after picking up the ’Best Communication Campaign featuring Sponsorship’ at the highly regarded MCCA Best Awards last night.

Entered by Synergy, Coca-Cola GB’s sponsorship consultancy, the campaign’s striking photography, of Team GB athletes doing their individual sports naked, caught the judges eyes.  The win is the second in a row for Synergy campaigns.  In 2008, Guinness, with its title sponsorship of the English Rugby Premiership, was the victor.

Fingers are now crossed for both the Hollis and Sport Industry Awards 2009 for which the Powerade InnerGear campaign has also been short-listed.

By Sara Wilson on March 6th, 2009

Tags: Beijing 2008, Default, Guinness Premiership, London 2012 sponsorship consultants, Olympic sponsorship consultants, Olympics, Rugby, Sponsorship consultancy, Synergy, Team GB

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Powerade, the Sports Drink of the Rugby Football Union (RFU) and Welsh Rugby Union (WRU), launches a new advertising campaign today featuring three rugby superstars as you’ve never seen them before.

Building on the success of the Olympic InnerGear campaign, Synergy and Powerade commissioned rugby superstars Steve Borthwick (Captain of the England rugby team), Paul Sackey (England winger) and Shane Williams (Welsh winger and 2008 IRB World Player of the Year) to be photographed performing their sport stripped of all their performance clothing, captured without their outer gear.   

The essence of the Powerade InnerGear concept illustrates that what players put inside their bodies and how they prepare – their InnerGear – is just as important as their outer gear (Sports Kit). 

The campaign will run throughout the RBS 6 Nations, with the anticipation that it will be as, if not more, successful than the Olympic InnerGear campaign which is shortlisted for the MCCA Best Awards – winners will be announced on 5 March.

By Sara Wilson on January 26th, 2009

Tags: Default, Olympics, Rugby, Sponsorship consultancy, Synergy

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Synergy has been shortlisted in the ‘Best Campaign featuring Sponsorship’ category at the MCCA Best Awards 2009, for Powerade’s sponsorship of Team GB and the Beijing 2008 Olympic Games.

The sponsorship, managed by Synergy on behalf of Powerade, was the focus of a fully-integrated campaign which was based around the concept of InnerGear - the brand’s core creative idea.  Synergy worked with Powerade and it’s other agencies to activate the campaign through-the-line, resulting in the brand enjoying it’s highest-ever levels of market share.

Winners will be announced at the MCCA Best Awards dinner which is being held at The Brewery on Chiswell Street on Thursday 5 March, so fingers crossed!

By Sara Wilson on January 19th, 2009

Tags: Beijing 2008, Brand marketing, Cycling, London 2012 sponsorship consultants, Olympic sponsorship consultants, Olympics, Synergy, Team GB

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Whilst the Olympic Games kicked off in style in the Far East, this weekend also saw the start of the 2008-09 football season.

Don’t get me wrong, I genuinely have a strong interest in sport. I work in the industry, I read the back pages on a daily basis and will more often than not choose to watch live sports coverage over the nightly ritual that is EastEnders or Coronation Street.  But even I was taken to another level this weekend.  In danger of being a football widow, I not only found myself joining my other half at one live match of the opening weekend – but two!

First up was a trip to Charlton, my adopted ‘local’ team in SE London, where The Valley welcomed the newly-promoted ‘boys from the valleys’ – Swansea City.  Nicknamed ‘The Real League’, it really is true-grit football.  Sitting in the stands with 21,000 others, in the pouring rain that defines August in this country, I was again hit by the dedication and passion of all the fans that follow their team, week-in, week-out.  It is something that astounds me everytime I go to a match. However many times I experience it, it never fails to amaze me.

This was the first match of the season and it was a true portrayal of the optimism that every club has at the start of a new year.  Charlton, vying for a place in the Play-Offs at the end of last season, were back to an even playing ground.  Forgotten was the disappointment of the spring months, when they realised that getting back up into the Premiership was not going to happen this year. Fans and players alike are back with high hopes for the next ten months.  This optimism is even reflected in the early-bird discount for season tickets ‘Buy your season ticket before the first weekend, and if we get into the Premiership next year you’ll pay the same price for your ticket’.

Next up was a trip to Wembley Stadium for what is traditionally known as the curtain-raiser of the football season – the Community Shield. A showpiece match, this was altogether a different picture – well apart from the rain, which followed me all weekend but what else would you expect! 

Wembley, the national stadium, was hosting the reigning European club team, Manchester United, and the proud victors of the legendary FA Cup, Portsmouth.  However, whilst there may have been four times as many people, numerous footballing legends in situe (Geoff Hurst represented McDonald’s, the FA’s Presenting Partner), and inflated prices at the concession stands, the underlying themes amongst the fans were still the same as the day before. Passion, pride, commitment, belief.  This was demonstrated to me as we were leaving.  Following a penalty shoot out, Manchester United were victorious once again.  As we were heading down the stairwells, I overheard a voice of a young boy telling his dad, “It doesn’t matter that we lost.  We were the better team”.  This just about summed up my experience over the weekend. 

The Greatest Show on Earth may be taking place in Beijing. But for the hundreds and thousands of football fans who turn out of their homes on a weekly basis to follow the highs and lows of their team, one thing is absolutely certain.  Football in this country really is ‘the beautiful game’, and it is refusing to be overshadowed by the Olympics.

By Sara Wilson on August 12th, 2008

Tags: Barclays Premier League, Beijing 2008, Football, Olympics

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