MediaCom Engage Conference Making Sport Pay Sport as a Marketing Medium Edinburgh, 10th May, 2012

1. Amplifying sports rights
Effectively
OUR perspective

2. Uk’s largest sports magazine
MONTLHY FOOTPRINT OF 5.5 MILLION
SUCCESS BUILT ON UNDERSTANDING sports
Multi-platform with web, radio & in london
Entirely ad-funded & free mobile offerings
FANS & Compelling content
Newly secured global radio fapl
Available nationally on apple newsstand
broadcasting rights

3. Investment in sport is growing
PREMIER LEAGUE NAMING RIGHTS ARE NOW WORTH £82.3 MILLION -
25% MORE COMPARED WITH 4 YEARS AGO
AON PAID MAN UTD £80M FOR 4 YEARS SHIRT SPONSORSHIP -
42% MORE THAN AIG PAID IN 2006
Source: The Guardian/BBC

4. 7
factors FOR
SUCCESSFUL
SPORT SPONSORSHIP

5. 1) PARTNERSHIPS NOT SPONSORSHIPS
MEDIA OWNER CLIENT
EXPERTISE ASSETS
BROADCAST TALENT COMMUNICATION IDEAS
LIVE RIGHTS SPORTS TALENT
FLEXIBILITY
SHARING

6. 2) MULTIPLE TOUCHPOINTS DRIVE SUCCESS

7. 3) Evolving rights acquisitions
Potential Rights
Existing Rights
MEDIA OWNER
Existing Rights
Potential Rights

8. 3) Talksport context
Potential Rights
Potential Rights

9. 3) Talksport context

10. 4) Before you sign
MANY AGREEMENTS ALREADY HAVE CLEARLY EXISTING PARAMETERS
Talent - content - platforms

11. 5) Social media should be embraced

12. 6) Building credibility takes time

13. 6) Building credibility takes time

14. 7) Stand out from the crowd
Key events can become cluttered & daunting...

15. 7) Stand out from the crowd
Key events can become cluttered & daunting...
...Are you buying engaged consumers or just an
audience?

16. To Recap
• Partnerships need communication, honesty & flexibility
• Multiple touchpoints drive success
• Evolving live rights and buying more
• Before you sign...ask
• Embrace social media
• You can’t buy credibility
• Stand out from the crowd

17. The future is bright
COCA COLA &
TALKSPORT:
FIRST-TIME
PARTNERSHIP FOR
EURO 2012

18. 2012. Our year of sport