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Blogvent Day 16 - Rio 2016 starts domestic sponsorship push

Sponsorship | Sport

While most of the UK focusses on the impending London 2012 Olympics (yes, in just a few weeks it will be happening ‘next year’), the Rio 2016 Olympic team have just started the laborious process of attracting domestic sponsors for their event, which takes place just under six years from now.

The first domestic sponsor was announced at the beginning of this month with the country’s second largest bank Bradesco coming on board with plenty of time to plan and activate their involvement. Recent doubts have emerged about Brazil’s ability to host both World Cup and Olympic events in short succession from 2014-2016, so the announcement of a big national brand will be a boost for morale.

Sports Business has just published the results of a survey in its Market Place 2011 guide, asking 50 existing sports sponsors what they think of the so-called Mega Events like the Olympic Games and the World Cup.

56% of those surveyed either agree or strongly agree that the Olympic Games is so expensive that they represent poor value to sponsors. But surely it is what the brands involved make of the sponsorship that defines the value?

In a separate question, 69% of the participants state clearly that return on objectives is the number one issue on their minds at the moment. So that must be the focus of any sports sponsorship. What are the objectives and can a sporting platform – whether Olympics, football, F1 or tennis – help you achieve it.

Thankfully, of the 50 sponsors surveyed – who Sports Business assure us represent multiple billions of dollars worth of sports sponsorship – 6% believe strongly that sport does enough to meet its needs. A further 31% ticked the ‘probably’ box with another 27% selecting ‘maybe’. It is the 33% who state that they ‘do not know’ that causes most alarm, and here is the crux of the issue.

Before entering into any sports partnership, it is absolutely critical to carry out due diligence and to make sure that what you are doing is right for your company. If you are unsure, then all you have to do is ask...

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