In-depth, face-to-face methods are the way to go but not all are suitable. Receiving sponsor feedback can be critical for rights holders to remain relevant, valuable and trusted. Having a precise understanding of what sponsors think of their offering and their service gives them the clarity necessary to improve and increase their value proposition and…
The complexity and the importance of sponsorship relationships require more sophistication and depth of insights. In over 20 years in strategic marketing, a lot of things have changed but the constant we’ve seen in every successful company that keeps evolving and thriving is that they put a lot of effort into understanding their customers. …
Proactivity and an analytical approach are the basis to excel in managing sponsorship relationships. Rights holders know the importance of having a good understanding of their sponsors’ satisfaction. A lot of effort goes into managing these relationships and they want to ensure that, when entering the renewal window, the conversation is as linear as possible…
Sponsors believe that service should be a fundamental part of the rights holder’s value proposition. Through the first-of-a-kind research on sponsorship service conducted in partnership with Loughborough University London, we showed that sponsors attribute significant importance to the service level they receive from rights holders. We also contextualised its importance and found that it is…
Service is central to sponsorship – it affects performance and trust. The data gathered in our three-year study on sponsorship service¹ paints a very clear picture. Sponsors are fully aware of the importance that the service received from rights holders has on the success of their sponsorship investment. In a previous article, ‘The role of…
Our global study shows the increasing importance of service to sponsors. Why investigate sponsorship service Between 2018-2021, we conducted the ‘first of its kind’ research¹ to define what constitutes sponsorship service and the role it plays in the commercial relationship between sponsors and rights holders. In this global study with leading sponsors – conducted in collaboration…
Millharbour Marketing Director, Sophie Morris, gave an opening presentation at SponsorLive – The European Sponsorship Association Summit on sponsorship trends and the latest ESA research into sustainability in sponsorship. As part of ESA’s ongoing research, members throughout Europe were asked about their views on and commitment to sustainability. 96% of sponsors said it was…
Celebrating the 100th episode of the ‘Inside Sponsorship’ podcast As a previous guest on the Inside Sponsorship podcast, Millharbour Director, Sophie Morris, was invited to contribute to the celebratory 100th episode, focusing on the Future of Sponsorship. You can listen to the full Inside Sponsorship podcast here and a transcription of Sophie’s section…
Sophie Morris, Millharbour Marketing Director, joined a panel discussion on high performance in sport and business for the Paralympics GB Partner Day at the Velodrome. The event, held during the Tokyo Paralympics, brought together speakers from the world of athletics, sport and business: Jon-Allan Butterworth – former Paralymics GB track cyclist, Rio 2016 Gold…
Looking Back at a Year of Change Written by Millharbour Director, Sophie Morris (also an ESA Board Director) and first published by ESA on sponsorship.org At the beginning of every year, ESA asks its members what they think the top three trends will be for the year ahead. These responses are then combined to…