CASE STUDIES

“EXAMPLES FROM THE REAL WORLD

OF SPONSORSHIP ACQUISITION”
CREATING STRATEGIC ALLIANCES
 CREATING STRATEGIC ALLIANCES

The “suppliers” subsidise the TARGET involvement as TITLE sponsor

by each paying a sponsorship fee that provides access to a number of
unique commercial benefits with TARGET:

 preferential merchandising
 direct mail campaigns
 store displays with race car / drivers
 joint advertising
 promotional campaigns
 CREATING STRATEGIC ALLIANCES

 K-Mart saw market share, not just for their 2,500 stores,
but for their partner brands, increase over four per cent

 Traffic in stores around activation events went up tenfold

whether the race was in that region or not that weekend

 Employee moral rose dramatically, and the K-Mart brand

had a double digit growth in consumer awareness than prior to the partnership
 BRAND AWARENESS
IS RARELY THE PRIMARY REASON FOR SPONSORSHIP

Gillette’s Real Need:

 A way of reducing the high cost of broadcasting TV
“product” commercials

Proposed Solution:
 Offer the Right to TV access to the team for 6 races
lifestyle interest only
 6 x 30 minute TV programmes…A Year in the Fast lane
 Offer to F1 broadcasters FOC…top, middle and end ad slots
 THOROUGH RESEARCH

WHICH ONES DECISION

EXISTING HOW THEY
WORK.. MAKERS +
SPONSORSHIP? WERE CHOSEN?
WHICH DON’T? INFLUENCERS?

PREVIOUS
GEOGRAPHY GEOGRAPHIC MARKETING
F1
OF COMPANY? NEEDS? OBJECTIVES?
APPROACHES?

NEW OBJECTIVE:
MANAGEMENT DEALER
BUSINESS A PERSONAL
STRUCTURE? INCENTIVES?
TARGETS? INTRO
 THOROUGH RESEARCH

FedEx’s Real Need:

 A way of securing business to business opportunities through sponsorship

Proposed Solution:
 Research to identify current Benetton Group spending on freight and parcels despatch
 Research to identify similar spend by existing Benetton F1 partners
 Offer to establish high level business meetings for FedEx Sales Director