Our approach to helping you to acquire sports sponsorship rights that meet your brand objectives is a little unique. You have, no doubt, been approached before by rights holders or agents who have inventory to sell and tried to persuade you of its merits.
We don’t do that…
We try to get to understand exactly what it is a company requires before we get to work. As a starting point we like to gain a clear understanding of…
Company Objectives
We want to clearly understand what it is you are trying to achieve and thereafter get to work to ensure all your objectives are met. We do this by aligning your company with the ideal rights holder, which will ensure your requirements are fulfilled.
Desired Outcome
At Halpin Sport Sponsorship, we like to fully understand what your preferences are regarding key markets geographically, as well as your target audience. Once this is defined we can suggest the ideal partnership that will achieve your company’s ideal outcome.
Project Scale
We want to ensure that we seek the most appropriate rights for you, at the most competitive price. We can work with the rights holder to create a bespoke package to suit your budget with a rich package of rights in return assured, that will work for you.
Time-Frame
Halpin Sport Sponsorship are experienced in working within whatever time-frame suits you. If you are focused on a partnership now, or with a view to securing a partnership in the future, we have the flexibility to tailor a package of rights that works for you.
OUR WAY OF WORKING
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APPROACH
Our approach is that your needs come first. If sponsorship is of interest to your company as a means of achieving your business objectives, we’d like to discuss, in confidence, what it is that you are trying to achieve.
We will ensure we understand the profile of your target audience / key markets geographically. We’d also like to discuss whether there are other areas of business activity that the sponsorship should address.
Only then would we search available properties to find a good match for you. We do represent a range of sports rights holders and have a large inventory of rights which we could offer, but we will only propose what’s right for you.
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RESEARCH
Our extensive research arm tracks more than 14,000 sponsorship deals globally, meaning we can see when new rights come on the market and we place a value on every deal.
This unique resource allows us to ensure that the value of rights are competitive, and to also analyse where your competitors are active and where there are gaps in the market.
Our research arm is responsible for some of the most acclaimed reports in the industry, and has experience in rights fee valuations, brand attribute matching, interpreting media evaluation figures, and rights auditing. This resource also has access to an extensive library of industry case studies, which highlights how certain rights perform in certain categories. We can, therefore, show how rights that we recommend compare in price and fit your objectives.
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PRICING
We charge the rights holder a commission on placing the sponsorship with them – we do not charge you anything.
That does not mean it’s in our interest to sell the highest value rights – that could be the case if we only wanted the business for a year – but our intention is to form a long-term partnership with sponsors, and to do that we only propose what’s best for you and at the best value.
Our commitment is that we will seek the most appropriate rights for you at a very competitive price. Because rights holders understand that we are not tied to any properties, we have a strong negotiating position to secure the best deal available.
ENSURing YOUR SPONSORSHIP WORKS
Our service differs significantly from other agencies and rights holders. In many cases, a deal is signed and you never hear from either the agency or the rights holder until it’s time for renewal.
We won’t recommend a deal unless we have talked to the rights holder about how they will support you. If we are not impressed, then we won’t place the deal, and for any deal worth more than £500k per annum, we will produce an in-depth strategy guide, tailored to your objectives, completely free of charge.
This strategy will consider your objectives which, apart from consumer facing marketing, might include B2B relationships, internal communications, or CSR activity. We will discuss options for benchmarking your position, setting specific sponsorship objectives and how the outcomes will be measured. As part of that strategy, we would liaise with the commercial departments of the rights holder(s) in question to agree how resources and inventory would be provided to assist your company in its activation plans.
Finally, we’ll make a series of recommendations on how the activation of the sponsorship can adhere to your brand guidelines and business culture. Our role involves going beyond the sales process; offering considerable support to your company and the rights holder(s) to ensure the sponsorship works effectively. This service is completely free of charge, and in addition to this, we will review how the sponsorship is performing on a quarterly basis, to asses if all objectives are being met, or if some adjustments should be made.
Kicking it off
We are confident in our ability to ensure your requirements and objectives are successfully met, and would be delighted to arrange a conference call with our Director of Research and Strategy to discuss your needs.
