O κ. Nigel Geach, Vice-Chairman της European Sponsorship Association, μίλησε για την εξέλιξη της χορηγίας τονίζοντας ότι: «τα χρήματα που αναμένεται να δαπανηθούν παγκοσμίως φέτος στην αθλητική χορηγία θα φτάσουν τα 46 δισ. δολάρια σε σύγκριση με τα 40 δισ. που δαπανήθηκαν το 2013». Παράλληλα, παρουσίασε ένα case study για τον παγκόσμιο μηχανοκίνητο αθλητισμό, σημειώνοντας ότι η Formula 1 διαθέτει 254 διαφορετικούς χορηγούς. Όπως μάλιστα ανέφερε ο κ. Geach: «μπορεί η έρευνα να δίνει περισσότερες πληροφορίες για την χορηγία, ωστόσο, η γνώση είναι αυτή που συμβάλλει στην επιτυχία της».

1. EVOLUTION OF SPONSORSHIP
GLOBAL MOTORSPORT
NIGEL GEACH
Senior Vice President Motorsport

2. A VIEW OF SPONSORSHIP

3. SPONSORSHIP IS FAR FROM A NEW CONCEPT

4. AND IT IS AN ENDURING ONE

5. BUT IT IS ONE THAT CONTINUES TO FACE
SIGNIFICANT CRITICISM
"Arbitrary decisions
and squandering of
millions"
"Sponsorship is a
luxury for the fair-
weather phases of a
company"
"The selection of a
sponsorship
object is a
question of taste"
"The only task of
sponsorship is to
anchor the logo of a
brand at retail"

6. WHY?

7. THERE IS MORE MONEY SPENT ON
SPONSORSHIP RIGHTS THAN EVER BEFORE
European Market Size
• 2010 €23.2b
• 2011 €26.5b +14%
• 2012 Expecting further increase
due to London 2012 & European
Championships
“A quarter of sponsoring brands are expecting their sponsorship budget to
increase in 2013”
“Half say they have confidence in the sponsorship sector over the next 12
months”
“Two thirds of rights holders saw sponsorship revenues increase in 2011”
Global Outlook Survey
400+ industry leaders
Global Sponsorship Market
+129%

8. THERE ARE MORE BRANDS INVESTING IN
SPONSORSHIP THAN EVER BEFORE
Global sponsorship spend in sport
USD billions
35 39 40 46 45
2011 2012 2013 2014 2015
» USD 40 billion spent on
sponsoring sport each year,
with 76 of the world’s top 100
brands investing
» Fastest growing revenue
stream to the sports industry,
5.3% p.a. since 2011
» By 2015 will be the largest
sports market sector, ahead of
gate receipts, media rights and
merchandise
5.3% p.a.

9. AND THERE ARE MORE CHANNELS TO
ACTIVATE NOW THAN EVER BEFORE
Bought Owned Earned

10. BUT IT REMAINS A SMALL OVERALL PART OF
THE MARKETING LANDSCAPE
“68% of brands feel that
sponsorship can offer a much
wider reach on a brand than
advertising”
Sponsorship within marketing
communications is expected to
increase more than advertising in
next 12 months:
1. Online marketing +76%
2. Mobile marketing +68%
3. Social media + 66%
4. Sponsorship + 26%
5. Direct marketing +21%
Expectations in increased shifts in spend.
“Sponsoring brands spend
approximately 25% of their
marketing budget on
sponsorship – half of this is on
rights fees and a quarter on
leverage”
Source: Global Outlook Survey 400+ industry leaders

11. SO HOW CAN THIS BE CHANGED?

12. INCREASING SOPHISTICATED BRAND SPONSORSHIP
ARCHITECTURE

13. WHERE A BROAD LIST OF STAKEHOLDERS
NEEDS & OBJECTIVES ARE CONSIDERED
List of example objective categories
BRAND
Brand awareness Brand equity Brand or product launch or
re-launch
Brand loyalty
Brand affinity Brand image Patriotism CSR
CONSUMER
Enhance, restore or grow
consumer trust
Change consumer
perception
Develop consumer
dialogue
Build consumer databases
TRADE
Customer relations &
hospitality
PoS promotions Trade incentives Developing new territories
and distribution channels
STAFF Retention Loyalty Motivation Satisfaction
COMMS
Content acquisition Licenses and
merchandise
Media leverage PR
Support for global/
regional/local comms strategy
Defence or attack v.
Competitors
Demographic and
geographic targeting
Data collection
BUSINESS
City positioning Stakeholder management Procurement Sustainability & environment
Differentiation Revenue generation &
productivity
Timing Developing emergent
technology

14. AND DECISION MAKING IS MORE ROBUST
1. Strategic insight -
define clear
objectives
2. Assess potential
or existing
properties v.
objectives
3. Design activation &
evaluation strategy
4. Engage partner
& negotiate rights
5. Implement
activation &
evaluation
process
6. Learn, revise &
develop
partnership
strategy

15. AND SPONSORSHIP IS THE FOUNDATION FOR
THE COMMUNICATIONS STRATEGY
At event
Promotions
Word of mouth
Consumer

16. BECAUSE SPONSORSHIP IS PROVEN TO DRIVE
ADVOCACY AND CONSUMER DIALOGUE
More time is
spent on
Social Media
than on
Google, MSN
and Yahoo
combined.

17. AND GOOD SPONSORSHIP ACTIVATION IS
MORE IMPACTFUL THAN GOOD ADVERTISING
Consumers
relationship
with sponsors
directly
impacts their
level of
advocacy

18. SO WHAT IS THE FUTURE?

19. SPONSORSHIP – PARTICULARLY IN SPORT –
PROVIDES STRONG, CREDIBLE CONTENT

20. THAT FUELS COMMUNICATION & WORD OF
MOUTH

21. AND DRIVES INCREASING CREATIVITY IN
ACTIVATION & DIVERSITY

22. SO IN MY VIEW, THE FUTURE OF SPONSORSHIP
IS BETTER THAN EVER BEFORE
SDNA GLOBAL
Agree that sponsorship
contributes greatly to the
success of sport
66%
Agree that a company that sponsors sport
often gives me a more positive feeling towards
the sponsoring brand
54%
Have consciously found out more about the
products and services of sponsors in a sport
because they are sponsors in the sport
40%
Have consciously made purchases from sponsors
in a sport because they are in charitable, community
based or grass roots initiatives in the sport
30%
Sponsorship is crucial to the
success of professional sport
54%
Sponsorship is crucial to the health of
grassroots level sport
48%
Brands genuinely care about
the sports they sponsor
23%
I am more likely to trust a brand which is
involved in sport sponsorship
22%
SPONSORLINK – NAT REP

23. A LITTLE PIECE OF HISTORY
HOW SPONSORSHIP IN MOTORSPORT HAS EVOLVED!
1988 – 2013
25 YEARS

24. HOW OUR BUSINESS HAS EVOLVED
OUR FIRST COMPUTER 1985!
AND A REPORT FROM 1993

25. 1988 (25 YEARS AGO)
WHO WAS WINNING?
F1 CHAMPION AYRTON SENNA
INDY CHAMPION DANNY SULLIVAN
FORMULA 3000 ROBERTO MORENO
WORLD SPORTS CARS MARTIN BRUNDLE
WORLD RALLY TIZIANO SIVIERO
MOTORCYCLE 500 EDDIE LAWSON
MOTORCYCLE 250 SITO PONS

26. 1988 (25 YEARS AGO)
WHO WAS SPONSORING IN MOTORSPORT?
ROTHMANS HUGO BOSS
MARLBORO BENSON & HEDGES
SHELL HONDA
MOBIL PEUGEOT
DUCKHAMS LANCIA
MARTINI
- HOW IT HAS CHANGED

27. MOTORSPORT IN 1980/90

28. 2013/2014
254 SPONSORS IN FORMULA ONE -
NEW ENTRANTS IN 2013/4
WHY?

29. WHY THE CHANGE?
WHY THE INTEREST?
- MOTORSPORT DELIVERS!!

30. 39
79%
AGREE THAT
SPONSORING SPORT
HELPS COMPANIES
GAIN IN APPEAL
47%
HAVE CONSCIOUSLY
MADE PURCHASES
FROM MOTOR RACING
SPONSORS BECAUSE
OF THEIR
SPONSORSHIP
61%
WOULD CHOOSE A
SPONSOR’S
PRODUCT OVER A
RIVAL BRAND*39
70% MALE
12%
OF 16-69
POPULATION
AVERAGE
AGE
F1
POP.
ARE OFTEN THE FIRST
PEOPLE TO ADOPT NEW,
INNOVATIVE PRODUCTS
38%EARLY
ADOPTERS
11 POINTS ABOVE POP.
USE OF MEDIA
TO INFORM
THEMSELVES
ABOUT
SPORT
TOP
PRODUCT
CATEGORIES
THEY INTEND TO
PURCHASE IN THE
NEXT TWELVE MONTHS9 POINTS ABOVE POP.
19%
* If price and quality were the same
96%
68%
79%
60%
39%
NEWS-
PAPERS
TV
INTERNET
RADIO
MOBILE
DEVICE
LIVE IN A HOUSEHOLD
WITHIN THE TOP SURVEYED
INCOME GROUP PER MARKET
1. Fashion/clothing
2. Computing
3. Travel/holiday
4. Mobile telephones
5. Electronics
ANATOMY OF A FORMULA ONE FAN HIGHEST INTEREST

31. Competitive
Exciting
Hi-tech
Passionate
Courageous
Prestigious
Modern
Innovative
Always
delivers
Inspirational
Stylish
Fan focused
Traditional
Honest
FORMULA 1
AMERICA'S CUP
OLYMPICS
TOUR DE FRANCE
Market leaders
Cutting edge
Premium
Modern
Customer
focused
Reliable
Innovative
Stylish
Desirable
Traditional
Attainable
Caring
Trustworthy
Approachable
FORMULA 1
AMERICA'S CUP
OLYMPICS
TOUR DE FRANCE
IMAGE OF FORMULA 1
vs. OTHER SPORTS
IMAGE OF FORMULA 1 SPONSORS
vs. OTHER SPORTS
FORMULA ONE THE IMAGE VS. OTHER SPORTS

32. QUOTES ACROSS THE YEARS – TRUE OR FALSE
» A $20 MILLION DEAL WAS SIGNED IN THE PADDOCK TODAY – THIS HAS PAID FOR MY
SPONSORSHIP!
» FORMULA ONE SUCCEEDS IN SPITE OF ITSELF!
» FORMULA ONE DOESN`T ENGAGE EASILY WITH ITS FANS?
» MOTORSPORT NEEDS TO EMBRACE NEW MEDIA!
FORMULA ONE THE FACTS

33. ONE WEEKEND IN 2013 THE
WIRES/TWEETS WERE BUZZING
- A VERY TOPLINE ANALYSIS OF
VETTEL AND WEBBER CONTROVERSY

34. VOLUME OF OPINIONS – VETTEL AND WEBBER
96,448
Number of opinions
SOURCE BREAKDOWN
96%
1%
1%
1%
Twitter
Facebook
Forums
Blogs
@
1.6 billion
Twitter Impression Reach

35. VOLUME OF OPINION BY CATEGORY
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
3/24/2013
3/25/2013
Negative All Neutral Positive
OPINION ANALYSIS
9%
67%
24%
Positive
Neutral
Negative
Volume of opinion on the day of the Malaysian GP was by far
at its highest with over 80,000 opinions. Negative opinion was
substantial with what transpired in the race between Sebastian
Vettel and Mark Webber.

36. IMPACT: WHAT ARE PEOPLE SAYING?
Author Post
@ShaunEB_MUFC Webber Pits. C'mon make it a quick one. You can win Webber! #F1
@f1fanatic_co_uk
If Vettel was ordered not to pass Webber for the win and he did, then
double congratulations to Vettel. That's the way it should be. #F1
@KhaledTalib
RT @SilEvianti What a battle for two Redbull drivers. Good one Vettel
#F1
@ThabisoMosia
Webber is fuming and rightly so @SandilevHeerden: Oh I am loving
this battles between teammates! I might be a very good thing for #F1"
@EwanToo
Yesterday's F1 was brilliant because of the tension between team
mates, going to be a great season if Webber is that angry for 9 more
months
@joeymccallion
Don't get all the fuss over Vettel. This "dirty" side is what makes F1
good. Prost/Senna was one of the sports greatest moments
@Twittarking Come on Webber! #F1
@zkspune
Congratulations to Sebastian Vettel on winning the Malaysian Grand
Prix - what a race it was!
POSITIVE POSTS OTHER POSITIVE COMMENTS
Source: Twitter

37. IMPACT: WHAT ARE PEOPLE SAYING?
Author Post
@zferrell14
F1 racing is a joke. Vettel was instructed to not pass his teammate in
the closing laps of the race. That's absolute bull****.
@nigespy
I like Horner but was surprised by his lack of courage to control Vettel
over the radio, poor for a team principal #F1 #MalaysianGP #Multi21
@lupiyamujala
Vettel's actions in the Malaysian Grand Prix were immature and could
have cost the team a 1-2 finish.. He's not much of a team player.
@usilvam
Sebastian Vettel #F1 overtaking move in Malaysia GP 2013, ruthless
and full of arrogance!
@ArsenalFCView
This Vettel stuff is why I dislike F1. Surely you race to win? Absolutely
ridiculous. #nocompetition
@Stephen_Rus
Literally screamed at the TV when Vettel passed Webber! Holy ****!
#FormulaOne
NEGATIVE POSTS OTHER NEGATIVE COMMENTS
Source: Twitter

38. IMPACT: WHAT ARE PEOPLE TALKING ABOUT?
The topic circle above is based on a sample of 1,000 posts taken at random from the
timeline. The posts are based on all sources (Twitter, Facebook, blogs and forums)
@F1TotalOfficial
Battle between the Redbull cars! Awesome! P1
#Webber and P2 #Vettel! #MalaysiaGP #F1
@NewsF12013 (F1 News 2013)
Red Bull team principal has said Sebastian Vettel
was wrong to ignore team orders at the Malaysian GP
#F1News #F12013 #F1
@mcrisever (Chris S)
#F1 Malaysia GPR Race Recap: Vettel forces the win in battle
of teammates, Webber & Hamilton podium
http://t.co/vSRJNCUK76 via @formula1blog

39. IMPACT: AUTHORS
* Influence (Twitter Author Klout Score). This is The Klout Score, a number between one and 100, is a
representation of author’s overall social media influence. The science behind the Score examines more than 400
variables on multiple social networks beyond author’s number of followers and friends. It looks at who is engaging
with author content and who they are sharing it with. (Produced by http://klout.com/home )
Author Influence
@BBCSport 93
@DailyMirror 93
@theage 93
@afpfr 91
@gunsnroses 91
@nationalpost 91
@BBCWorld 90
@Le_Figaro 90
@piersmorgan 90
@SkySports 90
Top 10 Authors by Influence
Based on Twitter feeds
Prolific Twitter Authors
Ranks the top 10 unique Twitter authors by
volume of tweets related to the specified
topic. These are the most active authors in
a conversation over a particular time period,
regardless of their influence score.
MOST PROLIFIC AUTHORS
92
79
74
60
60
59
55
50
50
46
@autosportlive
@formula1tv
@F1grid
@f1brasil
@Sentletse
@f1zone
@mcrisever
@Renault_Lebanon
@Formula1_com
@f1fanaticlive

40. IMPACT: WHO IS SAYING IT?
Author Locations
Location data is determined by user and site reported information on the Forums and Twitter
content channels. Twitter location data begins on September 22, 2009 and Forums location data
on September 1, 2011.
Author Posts
United Kingdom 10,766
Spain
4,732
Australia 4,391
India 2,478
United States 2,398
Brazil 2,249
Venezuela 1,952
South Africa 1,887
Mexico 1,802
Indonesia 1,783
50,901 Twitter and forum posts have
identifiable locations
19%
Female
81%
Male
35k tweets with
identifiable gender

41. IN DEPTH RESEARCH IS PROVIDING
MORE INFORMATION – TO KNOW
YOUR AUDIENCE AND UNDERSTAND
THEM NUMBERS ARE IMPORTANT
- BUT KNOWLEDGE IS KEY

42. MOTORSPORT SEGMENTATION CLOUD

43. BRAND SEGMENTATION CLOUD

44. GREATER DEPTH ON DRIVERS PERSONALITY
WE NOW HAVE A NEW SERVICE - AN INDEX OF
SPORTS PERSONALITIES – THE DBI INDEX
HOW IS YOUR DRIVER/RIDER RATED OR EVEN
PERSONALITY!

47. SO WHAT ABOUT THE FUTURE?
» MERGER OF MOTORSPORT SERIES
» PAY TV VERSUS FREE TO AIR
» NEW CONCORDE AGREEMENT IN FORMULA ONE
» DIGITAL STREAMING
» WORLDWIDE ECONOMIC SITUATION
» FAN ENGAGEMENT
» COMPETITION FROM OTHER ENTERTAINMENT SPORTS
NO DOUBT MANY OF THESE TOPICS WILL BE DISCUSSED TODAY AS
EUROPE IS DIFFERENT

48. THANK YOU

49. GET IN TOUCH
THANK YOU
AMERICAS MIDDLE EAST
AFRICA
ASIA PACIFIC
EUROPE
REPUCOM
LEVEL 2
66 PORCHESTER ROAD
W2 6ET
UNITED KINGDOM
REPUCOM.NET
@RepucomUK
NIGEL GEACH
SVP, GLOBAL MOTORSPORT
ngeach@repucom.net
+44 (0)20 7221 7040