Sophie Morris

Marketing Effectiveness in the Digital Era

Last week was the IPA’s Eff Week, a comprehensive view of marketing effectiveness and how to measure it across the whole industry, and we were delighted to be a part of it.   Our founder, Sophie Morris, spoke alongside Matt Stevenson from EE about how sponsorship has changed in the digital era using the example […]

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Sponsorship is the king of brand-building but is it reaching its potential?

First published by EffWorks as part of a series of articles building up to Effectiveness Week 2017, I was asked to give my view on whether sponsorship is reaching its potential. You can read the original article on the Eff Works website and it is also copied below.   IN ‘MEDIA IN FOCUS‘ (PAGE 43 IF […]

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A Customer-Led Approach to Selling Sponsorship

Do you have a product-led or customer-led approach to selling sponsorship? Let’s look at the difference and why the distinction is important for sponsorship.   A product-led approach in sponsorship tends to be focused on the sales processes. A common question is “what shall we put in the deck?”. You know the current sponsorship assets […]

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Demystifying the Sponsorship Contract

Some of us may over rely on lawyers and not seek to understand the basics ourselves; others who don’t feel they have a budget for lawyers may bypass that expertise altogether. The ESA Breakfast Briefing ‘Demystifying the Sponsorship Contract’ told us why we all need to be aware of legal pitfalls in sponsorship.   Firstly, […]

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How to Bridge the Service Quality Gap in Sponsorship

We recently gave a lecture at Loughborough University London on Service Quality in Sponsorship. Speaking to MSc Sports Business students, we shared our experience of poor service quality and applied the Service Quality Gap Model to sponsorship. We’re now sharing that analysis in our latest paper.     The service quality provided by rights owners […]

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Sponsorship measurement shortlist at the UK Sponsorship Awards

We are delighted to be shortlisted for the UK Sponsorship Awards ‘Best Use of Research and Evaluation in a Sponsorship Campaign’ for our work with CircleBath on their sponsorship measurement of Bath Rugby Club.   We’re really proud of this piece of work which directly affected the decision to renew the sponsorship and informed the activation planning as […]

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PAH18 appoints Millharbour Marketing

Millharbour Marketing appointed to help Special Forces Veteran/Novice Cyclist in Pan-American Record to Raise £1,000,000 for Heads Together As a soldier with the UK Special Forces unit the Special Boat Service, Dean Stott pushed himself to the limit executing the most harrowing of missions. He describes his new venture, a quest to break the world […]

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Sponsorship Challenges for 2017

We are honoured to be on Optimy’s list of the 14 most influential sponsorship experts and to be asked to contribute to their article about “What are the 3 main upcoming challenges in sponsorship?”   You can read our response below and those of the 13 other sponsorship professionals on Optimy’s site.   What are […]

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Sponsorship Trends for 2017

We were asked by Sponsorship Space to contribute to their article examining what sponsorship trends we will see in 2017.   In the past, too many sponsorships have been based on ‘Chairman’s Whim’ or the ‘Highest Paid Person’s Opinion’ (HiPPO), with whoever leads sponsorship for the brand having to retrofit that to their marketing strategy. […]

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Talking Sponsorship with World Rugby, Loughborough University and SponServe

It has been a busy few days of speaking about sponsorship. Firstly at Loughborough University London, speaking to the Sports Business Masters students about the importance of strategy in marketing and sponsorship in sports organisations.     For their assessment they need to write a marketing plan and a sponsorship pitch for a sports club, so […]

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NFL International Series – Fan Experience

Our NFL UK International Series 2016 journey started 11 weeks before the first game with the Fan Forum on the 12th of July. This was a great example of fan experience with an introduction to each of the teams, a chance to meet the players and plenty of opportunity for the crowd to engage, ask […]

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Sports Participation: How to capture Olympic interest

TeamGB won a record number of medals at Rio2016. Some sports improved on London2012 and some fell short, but whilst the buzz of the Games is still high, what can National Governing Bodies (NGBs) do to capture and retain the interest in sport?   The Olympics has just provided the biggest advert possible for sport. […]

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CircleBath Sponsorship Measurement of Bath Rugby Case Study

CircleBath, an award-winning hospital that provides care for private and NHS patients, asked us to conduct a sponsorship measurement assessment of their partnership with Bath Rugby to determine what effect the sponsorship had on the perception of CircleBath amongst the Bath Rugby fan base.   CircleBath is the Official Medical Partner of Bath Rugby with sponsorship rights […]

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Video: Using sponsorship to develop sport

In this video we ask you to focus not on the money but to focus on the game instead.    As clubs, leagues or governing bodies you have a responsibility to grow your sport. Yes, you will have commercial targets in terms of revenue from media, tickets, merchandise and sponsorship, but all of these depend […]

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Radio Interview: Sponsorship and the Russian Doping Scandal

Sophie Morris, Strategic Marketing & Sponsorship Consultant at Millharbour Marketing, joined the panel on BBC Radio 5 Live’s ‘Wake Up to Money – Sports Edition’ on 24th July.   With her were Keith Pelley CEO of the PGA European Tour (also pictured), Ryan Paterson Managing Director of ProZone and Michael Downey CEO of the Lawn […]

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Sophie Morris elected to ESA Board

We are delighted to announce that Sophie Morris, Strategic Marketing & Sponsorship Director of Millharbour Marketing, was elected to the Board of Directors of the European Sponsorship Association (ESA) at its AGM on Wednesday 6th July.   ESA is the voice of the sponsorship industry in Europe. It seeks to inspire, educate and raise standards. […]

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Video: Deliver more value to sponsors

In this video, we look at adding value to sponsors through asset creation. You will have the usual list of assets: branding, communications, tickets/hospitality, ambassadors and image rights etc. But what else can you offer? If you’d prefer to read rather than watch, the content is also written below. If you would like to talk about sponsorship, or […]

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Video: Stop Selling Sponsorship!

In this video we’re asking you to stop selling sponsorship. That’s right. Stop selling sponsorship. Today. Right now. Why? Well because we want you to think about building partnerships instead. This isn’t a new idea in sponsorship, people have been talking about using the word ‘partnership’ instead for a long time, but we don’t really […]

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Video: What Will the Olympics Do for Rugby?

In this video, we look at the effect of rugby 7s being in the Olympics, which countries are set to benefit the most, and what team sponsors and other marketers need to look out for in their campaigns around the Games to comply with Rule 40 of the Olympic Charter. If you’d prefer to read rather […]

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Video: The Leicester City Effect

In this video, we were at the O2 Arena to see if Leicester could continue the winning streak with the Leicester Riders basketball team. We talk about the Leicester City Premier League title win and the effect that has on the club, the city, broadcasters, the Premier League, and their sponsors with a special focus on […]

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From Russia with love

We were in Russia last week, speaking at the marketing and sponsorship conference ‘MarSpo’ in Moscow.   It’s safe to say that whilst the industry is different to what we see in the West, the ambition and enthusiasm for innovative sports marketing is just as strong.   The two day conference was held in the fantastic […]

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UK Sponsorship Awards

It’s always good to celebrate and reward achievements. It’s also particularly fascinating to be part of the process in assessing who has achieved the most.   The UK Sponsorship Awards Gala Dinner was held on 22nd March to recognise and reward the most effective use of sponsorship and it was an honour to be one […]

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Rugby Sponsorship: Key Areas of Growth

In this video, we look at key areas of growth in rugby sponsorship and why now is a great time to be involved in the sport.   If you’d prefer to read rather than watch, the content is also written below. If you would like to talk about sponsorship, or any other aspect of marketing, please […]

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Strategic Marketing Partner of iSportconnect

We are delighted to have been appointed as Strategic Marketing Partner of iSportconnect, the world’s largest private network of sports business executives.   We will be working with iSportconnect to review their core positioning, what they offer to members, and we will advise on strategic marketing growth and communications.   Sree Varma, CEO and Founder of […]

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Video: Rugby Sponsorship Post-Rugby World Cup

In this video, we were at Twickenham for the RBS 6 Nations match, England against Wales. As England’s first international tournament since the Rugby World Cup, we wanted to reflect on how the rugby sponsorship landscape has changed since we hosted rugby’s biggest event. Did England’s early exit spur on any sponsor exits? Let’s take a […]

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Should sponsors shun Sharapova?

So, another sporting scandal hits our news screens. This time led by the athlete in question.   Controlling the failed drug test story will have gone a long way in minimising the damage to Maria Sharapova, but of course damage has still been done, both to her reputation and commercial value, as well as pulling […]

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Silencing the sponsors

Rule 40 of the Olympic Charter makes it into The Times today. But do sponsors of individual athletes know that they won’t even be able to tweet them a ‘good luck’ or ‘congratulations’ message?   The rule is there to protect official Olympic and Team sponsors, but I wonder how many companies sponsor an individual […]

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TV is not dead

Within a week of the news that children now spend more time online than watching TV, we also hear that TV ad spend is not dead. Far from it in fact, it has just broken the £1bn mark, with growth of 10.8% (Advertising Association and Warc).   Although digital growth is stronger – at 13.2% for […]

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The Use of Influencers in Marketing

In this video we are talking about influencers, who are they and why you should consider using them. If you’d prefer to read rather than watch, the content is also written below. If you would like to talk about using influencers, or any other aspect of marketing, please get in touch. And if you don’t want to […]

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Virtual Reality (VR) in Sport: The NBA story

We were at the O2 Arena in London for Orlando Magic against the Toronto Raptors as part of the NBA Global Games on Thursday.   Now we all know the NBA is the dominant force in basketball but it is also a dominant force in using technology in sport and particularly around the fan experience. So, […]

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