Inside Sponsorship

Player appearances can be immensely powerful as part of a sponsorship. And it seems simple enough - put a huge star on stage, in front of a room of people you are trying to impress, or in a marquee as part of an activation, and you’ll engage your audience and there will probably be lots of digital to help spread it all. However, not everyone can afford the superstars and, even if you can, it isn’t always the best play when it comes to appearances. Like all sponsorship assets, it depends so much on what you are wanting to achieve. Add to that that so many sponsorship deals get ‘topped up’ with player appearances, as a bit of an add-on and a feel-good gesture, and a lot of brands, and rights holders for that matter, can miss out on the huge benefits available through appearances. This is an especially important point when you consider that many athletes are on the lookout for more paid opportunities and the chance to broaden their experiences and engage with the community. One man who knows the space well i