With the year almost through it's time to reflect on 2015's top sponsorship headlines. Remembering sponsorship is as much about forging mutually beneficial partnerships as it is about executing campaigns around the brand objectives of the sponsor and rights holder.
With a number of our subscribers and followers coming from every state, the list is Australia-wide which allows for a broader overview of the state of play in sponsorship.
Topping the list of sponsorship movers and shakers are health supplements, accountancy and law firms, telcos, banks, car manufacturers as well as fitness clubs. Each category sponsor is seeking to align its products and services with the preferences of its target market through sport, arts, culture, music, racing and entertainment.
So here they are, the top sponsorships headlines in 2015:
- 1.Blackmores gearing up as official partner of the Australian Open
The health supplements giant Blackmores is getting ready for their role as major partner of the Australian Open. Underpinning the partnership is the Blackmores 'Be a Well Being' campaign, where Blackmores have put together an innovative double storey consumer brand activation on Grand Slam Oval at Melbourne Park. They'll be showcasing their newly launched Superfoods range and providing on-site naturopathic advice as well as wellbeing activities for tennis fans.
- 2.KPMG signs wide-ranging deal with Gold Coast Commonwealth Games
- KPMG was recently appointed as the Official Professional Services Advisor and Supporter of the Gold Coast 2018 Commonwealth Games (GC2018). As the Official Professional Services Advisor, KPMG will be providing essential audit, tax and advisory capabilities to GOLDOC.
- 3.Endurance strikes a chord for Tough Mudder sponsors
- Eight key sponsors have resigned with Tough Mudder ahead of its next Australian season. The endurance property has proven the physical strength required to get through the 16-20 kilometres of challenging obstacles is drawing the right target market to complement its cohort of sponsors who are back for the 2016 Australian season.
- 4.The Coffee Club becomes naming rights partner of the Queensland Firebirds
This partnership will see The Coffee Club not only partner with the winning Queensland Firebirds but also partner of ANZ NetSetGo – Netball Queensland's grassroots junior programme and Official Ball Partner of the national ANZ Championship.
- 5.Cadbury's Olympic ambassadors help spread message of joy
Cadbury will shortly kick off its content-led partnership with Olympians Anna Meares and Sally Pearson as its ambassadors. In the lead up to Rio, Meares and Pearson will work with Cadbury to promote the brand message of celebrating the "joy" of athletes and fans during the global sporting event. The brand will reveal a series of multichannel activations to engage its target market of families, mums and kids.
Want to know more about how you can embrace sponsorship in 2016? Email caroline@eventsponsors.com.au or phone 1300 366 306 with your sponsorship questions or for access to our comprehensive suite of resources and sponsorship management solutions.
