131 replies to this topic

[Saintslass]

If you look within the game, Broncos have a really interesting tie up with Selco, a southern England company, who have openly said they are attracted to the sport because they are looking to expand their business in the north. I'm sure there must be a number of companies down south who could be looking for a vehicle to help increase exposure and sales within the north.

Irn Bru is another. They experienced a 30% increase in sales of their product in the north of England following their sponsorship of RL on Sky.

[Dave T]

Does anyone have a picture of some goalposts being moved please.

Indeed.

[CANETMAN]

Betting on RL is not minor, it's the third largest sport by some distance. Just like RL is a clear second on the list of sports shown on Sky. And Sky charge more to advertise during RL matches than RU ones.

Betting on RL is minor in terms on money its peanuts according the the betting companies.CM

[RP London]

These deals are for major sports,trust me for a sport like RL in the UK the bean counters (Excuse the pun:) would look at it and it would not stack up.150000 fans200000 average TVSponsorship £ 1M + It has to be a big ticket item,the other problem being for RL and it is the biggest one is the demographics in the old days it suited beer/fags and gambling as i stated before ales (Not lagers) are really struggling now fags are banned (not that we would want them anyway) and betting on RL is very minor its all racing and soccer.IMHO our best bet would be either a supermarket or a product from an emerging market.CM

What do you mean "trust me".. give us a reason to trust you... facts would be a good start there is a lot of conjecture and assumptions in there.

A small ticket item would not necessarily be a bad thing for RL becuase incrimental sales increases across the north of england for "small ticket items" on a relativley low outlay on Sponsorship compared to the larger sports, and still getting good national coverage on tv etc would be a positive to small ticket items who are struggling up against own label branded products in supermarkets etc.. i know this to be a fact as i have 3-4 different publications infront of me telling me this is so (including the grocer and wholesale news).

Not only that but Sponsorship is not judged purely on sales but is mainly judged on brand awareness. This is majorly important.. someone like Heinz could spend 800k on sponsorship which covers every single product they make under their brand. It also keeps a major players name in the mind of a large proportion of the country. Where as to advertise every single one of their products cost a huge amount of money to get the same exposure but more specific to a product rather than incorporating their full range under the Heinz banner.

There in lies the issue. What does the company want out of it? only they can tell you exactly.. does this sport offer that to the?. again only they can answer that.. how much is it worth to them? thats what the bidding process finds out..

As i pointed out earlier, everyones money is being squeezed and small ticket items need to keep their brand awareness out there as much as anything else. the move towards own label goods is massive. The biggest growth area for Tesco last year was their "every day value" range.. this can start to eat into Heinz and its there where they need to persuade people to part with a little extra for one of their products..

Large ticket items at the moment have another issue, do people really want to be spending big money? no. IF they need to buy a big money spend then people are doing more research into them nowadays anyway so the impulsivness of these items is down.

Financial products etc tend to mean you need spare cash.. there is less of that around..

It may well not be Heinz (just using it as an example as it keeps cropping up) but small tickets items should not be scoffed at (no ones money should) and they are in need to keeping their brands in peoples minds as much as large ticket items.

[CANETMAN]

What do you mean "trust me".. give us a reason to trust you... facts would be a good start there is a lot of conjecture and assumptions in there.

A small ticket item would not necessarily be a bad thing for RL becuase incrimental sales increases across the north of england for "small ticket items" on a relativley low outlay on Sponsorship compared to the larger sports, and still getting good national coverage on tv etc would be a positive to small ticket items who are struggling up against own label branded products in supermarkets etc.. i know this to be a fact as i have 3-4 different publications infront of me telling me this is so (including the grocer and wholesale news).

Not only that but Sponsorship is not judged purely on sales but is mainly judged on brand awareness. This is majorly important.. someone like Heinz could spend 800k on sponsorship which covers every single product they make under their brand. It also keeps a major players name in the mind of a large proportion of the country. Where as to advertise every single one of their products cost a huge amount of money to get the same exposure but more specific to a product rather than incorporating their full range under the Heinz banner.

There in lies the issue. What does the company want out of it? only they can tell you exactly.. does this sport offer that to the?. again only they can answer that.. how much is it worth to them? thats what the bidding process finds out..

As i pointed out earlier, everyones money is being squeezed and small ticket items need to keep their brand awareness out there as much as anything else. the move towards own label goods is massive. The biggest growth area for Tesco last year was their "every day value" range.. this can start to eat into Heinz and its there where they need to persuade people to part with a little extra for one of their products..

Large ticket items at the moment have another issue, do people really want to be spending big money? no. IF they need to buy a big money spend then people are doing more research into them nowadays anyway so the impulsivness of these items is down.

Financial products etc tend to mean you need spare cash.. there is less of that around..

It may well not be Heinz (just using it as an example as it keeps cropping up) but small tickets items should not be scoffed at (no ones money should) and they are in need to keeping their brands in peoples minds as much as large ticket items.

The heinz deal with the RFL is ###### all, there is no way they are going to spend 10/12 times the amount they are paying now on a naming rights sponsorship most small ticket items now prefer social media.CM

[RP London]

The heinz deal with the RFL is ###### all, there is no way they are going to spend 10/12 times the amount they are paying now on a naming rights sponsorship most small ticket items now prefer social media.CM

first... did you read the last sentance of my post??

second.. if ANY company uses just one form of media/sponsorship/advertising then they may as well close the doors and sell the machinery.. this comment makes me want to scream especially as you want people to "trust you" on your comments.. Advertising and marketing is about a joined up approach to a number of different media and ways of spreading the message within it.. sponsorship is one small part of this joined up approach... as is social media.. you can do as much social media as you want but without any other advertising/marekting/sponsorship it is not worth as much.

"small ticket items" will check what they need to do and do it, there will be some that need to have a larger push and will use sponsorhisp along with other forms of marketing/advertising to do that. Heinz may or may not but we have already said that this is an example becuase people have mentioned them already!

Edited by RP London, 13 December 2012 - 01:37 PM.

[Dave T]

The heinz deal with the RFL is ###### all, there is no way they are going to spend 10/12 times the amount they are paying now on a naming rights sponsorship most small ticket items now prefer social media.CM

My TV must be playing up, as I see Heinz using TV advertising for their 'small ticket' items. This is one of the most expensive marketing channels around, so something doesn't stack up here!

[RP London]

My TV must be playing up, as I see Heinz using TV advertising for their 'small ticket' items. This is one of the most expensive marketing channels around, so something doesn't stack up here!

Sponsorship is a funny old thing which if you try and work out why companies do it and why they dont you can go mad... these companies pay "experts" to come up with plans for their entire campaigns and it all nits together.. you then have some companies that do all that then on a whim of the owner/directors sponsor sports or teams becuase they like them (this is simplistic but true).. if you look down the list of championship football shirt sponsors it ranges from small ticket items (blackthorne cider at Bristol City, Radian B at Huddersfiled away strip) to companies that paint industrial plant machinery, from job sites to car dealerships and even the owner (Ipswich) sponsoring with his own company. some will need national coverage, some wont need national coverage, some will need continual purchases some will need 1 purchase to make thier money back.. yet they all use the same sponsorship medium. its what else they are doing that will help, if anything.

Chang beer sponsoring Everton will be expecting different things than Wonga sponsoring Newcastle.. and the rest of their marketing campaign will hilight what that is but its built on knowledge of brands built up through the sponsorship (certianly in Changs case).

RL will fit nicely into some companies plans it may not to others but to say x type of company is out becuase they are small ticket is missing the point of a joined up campaign or even the possibility of the whim of an owner.

[CANETMAN]

My TV must be playing up, as I see Heinz using TV advertising for their 'small ticket' items. This is one of the most expensive marketing channels around, so something doesn't stack up here!

Aimed at millions not at a few RL fans.CM

[Dave T]

Aimed at millions not at a few RL fans.CM

But the price would be relevant to the size of the audience.

[Dave T]

RL will fit nicely into some companies plans it may not to others but to say x type of company is out becuase they are small ticket is missing the point of a joined up campaign or even the possibility of the whim of an owner.

Indeed.

It was interesting reading engage's comments in the 2010 RFL report recently posted on here about the success of their sponsorship.

[Manx RL]

The heinz deal with the RFL is ###### all, there is no way they are going to spend 10/12 times the amount they are paying now on a naming rights sponsorship most small ticket items now prefer social media.CM

When did beer become a big ticket item?
When did fast food become a big ticket item?
What is a big ticket item?

[HappyDave]

CANETMAN is talking out of his a###!

[CANETMAN]

CANETMAN is talking out of his a###!

I presume that you are all in the sports sponsorship business:)CM

[dkw]

Are you, because if you are then I`m guessing you arent very successful at it.

[Manx RL]

The heinz deal with the RFL is ###### all, there is no way they are going to spend 10/12 times the amount they are paying now on a naming rights sponsorship most small ticket items now prefer social media.CM

http://www.brandrepu...ost-mens-range/

[RP London]

I presume that you are all in the sports sponsorship business:)CM

nah i'm in normal business, you know the sort of people that may actually think about sports sponsorship and marketing...

[CANETMAN]

http://www.brandrepu...ost-mens-range/

And what is the point you are trying to make,this is aimed at MEN 100% and is a major european competition played in 8 countries i am well aware of this deal, as i am many others for both rugby and soccer especially over here in russia where most of the major deals are brokered for european soccer nowadays.CM

[RP London]

http://www.brandrepu...ost-mens-range/

lets add the linked article also for what is surely a smaller ticket than heinz soups... http://www.brandrepu...?HAYILC=RELATED

[RP London]

And what is the point you are trying to make,this is aimed at MEN 100% and is a major european competition played in 8 countries i am well aware of this deal, as i am many others for both rugby and soccer especially over here in russia where most of the major deals are brokered for european soccer nowadays.CM

yes and they will pay the money for the 8 countires etc..

RL adds a channel for some companies to make sure they keep themselves in the mind of parts of the population, including parts of France who will have an interest in Super League.. and Australia and New Zealand who will also have interest int he super league. As such yes Super League hits "northern england and the working classes" but for a relativly low outlay they also hit France, Australia and New Zealand... not as much as spnsoring thier comps becuase the mention will be less but it is still there (and the cost of sponsoring their comps is much much higher).. The cost is comencerate to the exposure and it is that balance that companies will loko at and work out if it fits into their joined up plan.

what the article quoted did show was that small ticket items were open to sponsorship something in post #89 you said that sponsorship was mostly high ticket items yet we seem to keep finding examples of sponsorship by small ticket items..

Whether certain companies want to sponsor RL is mostly down to their marketing plan or whetther those in charge of budgets enjoy RL.. but to say that Small ticket items dont want to sponsor is obviously rubbish... its about cost effectiveness and the rest of the marketing plan.. RL will be cheaper but does it hit the right market and is it valued at the right level for this exposur?, that is the real question not what is the value of the product they are advertising!

Edited by RP London, 14 December 2012 - 01:41 PM.