How Man City chooses its sponsorship partners | Marketing Media Money

Summary

Tom Glick discusses the evolving landscape of sports sponsorship, emphasizing the importance of aligning sponsors with business objectives, culture, and values. He highlights the strategic use of global and regional partnerships, focusing on the growing sports market in China. Glick also underscores the significance of social media in engaging millions of fans, offering dynamic, localized content. Looking to the future, he envisions a blend of live stadium experiences and virtual reality innovations to enhance fan engagement both on-site and digitally, ensuring the sport remains accessible and immersive worldwide.

Takeaways

• 😀 Sponsorship selection begins by evaluating a wide range of business categories where sports naturally fit, with a focus on aligning with companies' business objectives.
• 😀 Sports are now considered the 'ultimate reality TV,' offering a dynamic platform to engage both consumers and businesses through sponsorships.
• 😀 Sponsorship is evolving beyond traditional logo placements to include more complex, subtle business objectives, such as brand positioning and tackling specific market challenges.
• 😀 The selection process for sponsorship partners focuses on businesses with aligned culture, purpose, and goals, ensuring a good fit between the brand and the sponsor's objectives.
• 😀 While many partners have global ambitions (e.g., Nissan, Etihad, SAP), there are also regional-focused sponsors, like Mundy Pharma, with a specific focus on Southeast Asia.
• 😀 China is seen as a growing market for football, with a national initiative to boost the sport, creating opportunities for football clubs to establish a presence and engage with local consumers.
• 😀 The club has opened in Shanghai, focusing on supporting China's football development and engaging in strategic partnerships that align with this national goal.
• 😀 Social media is a vital tool for fan engagement, with more than 3 million Instagram followers and millions of video views on YouTube and Facebook, ensuring the club stays connected with fans worldwide.
• 😀 Content shared on social media is localized to cater to different fan bases, offering a mix of player stories, game insights, and interactive content to keep fans engaged throughout their day.
• 😀 The future of football experiences will be a hybrid model, combining live in-stadium events with enhanced virtual experiences, including virtual reality (VR) and mobile engagement, allowing fans to enjoy the sport in new and immersive ways.
• 😀 Improving both the in-stadium and digital fan experiences will remain a key priority to maintain global fan engagement and ensure they can connect with the sport in both physical and virtual settings.

Q & A

How does Tom Glick approach selecting sponsorship partners for his sports organization?

Tom Glick emphasizes that the selection process starts by casting a wide net and analyzing various business categories where sports naturally fit. The key is to identify leading businesses in these categories that align with the organization’s objectives and culture, creating strong, mutually beneficial partnerships.

What are the evolving objectives of sponsorships in modern sports?

Sponsorships are moving beyond simple brand visibility, like logos on shirts or signs in stadiums. Today's sponsorships are about helping brands achieve complex, subtle business objectives and connecting them to consumers in more meaningful ways.

What role does cultural alignment play in selecting sponsorship partners?

Cultural alignment is crucial when selecting sponsorship partners. Tom Glick highlights that it’s not just about business goals but also ensuring the partner’s values, purpose, and culture are in sync with the sports organization’s ethos.

What are some examples of global and regional sponsorship partnerships mentioned by Tom Glick?

Tom Glick mentions global partners like Nissan, Etihad, and SAP, who have a worldwide presence and ambitions. Additionally, he discusses regional partnerships, such as with Mundy Pharma, which focuses specifically on Southeast Asia for consumer healthcare products.

How does China fit into the sports sponsorship strategy?

China presents a significant opportunity, with the government’s push to develop football as a national priority. Tom Glick explains that Manchester City and other clubs are focused on supporting this initiative and expanding their presence in the Chinese market to tap into its growing football culture.

What is the importance of social media for sports organizations like the one Tom Glick represents?

Social media plays a critical role in engaging millions of fans globally. With over 3 million Instagram followers and millions of video views on platforms like YouTube and Facebook, social media allows sports organizations to bring fans closer to the team, share dynamic content, and localize stories to cater to different fan bases.

How does Manchester City engage with its global fanbase through digital platforms?

Manchester City leverages its digital presence on platforms like Instagram, YouTube, and Facebook to create localized, engaging content. This content includes short-form videos, behind-the-scenes stories, and match highlights to keep fans connected with the club in their daily lives, regardless of their location.

What does Tom Glick foresee for the future of football experiences in the next 10 to 15 years?

Tom Glick envisions a hybrid future where live football matches in stadiums remain the ultimate fan experience, but virtual reality and enhanced digital platforms will provide additional ways for fans who cannot attend in person to enjoy matches. The goal is to improve both physical and digital experiences for fans worldwide.

How does Tom Glick view the balance between local and global sponsorships?

Tom Glick stresses the importance of having a balance between global sponsors, who activate across all regions, and local partners who focus on specific markets. This dual approach helps the organization engage both broader international audiences and local communities effectively.

What is Tom Glick's perspective on the future of sponsorship beyond traditional methods?

Tom Glick believes the future of sponsorship is moving towards more personalized and interactive engagements. Brands will continue to seek deeper integration with fans through digital content, immersive experiences, and strategic collaborations that go beyond traditional sponsorship methods like advertising and logo placement.