Presenting an innovative new model for Performance Based
Sponsorship with leading Championship League Club Swansea City.
Swansea City FC is seeking a new Premium Sponsor for the 2009-10 season. The sponsor will benefit from huge brand awareness, including visibility to the club's 1m+ TV audiences. But also, recognising that in the current economic climate companies will be looking to drive marketing budgets even harder, the club are offering something more than the traditional sponsorship model which typically charges large fees up front for shirt sponsorship, which, whilst offering large brand exposure may not provide real ROI. This model provides accountable ROI for a potential sponsor.
The objectives are 3 fold within this opportunity. The club can offer the partner
huge Brand Awareness with the wide range of media that the club is linked to.
Fan base and community engagement with commercial opportunities which target Swansea fans, the local Swansea community (circa 235k people) and the wider Welsh and UK population with targeted promotions. Collaboration to create "value added" propositions that the fan base and wider community will embrace and buy into.
The new model sees the club offer a discounted fee for their shirt sponsorship, and then only get any additional monies with every new customer that they bring to the partner. The club will use utilise its fan database and local partner network to achieve this, delivering marketing activity to include performance-based direct response initiatives, match tickets - voucher codes for promotions (c310k home game tickets issued per season ), email & website promotions, mobile SMS - for instant response and data collection and player/sponsor days.
Swansea City believe this to be a new sports sponsorship model. The club is currently sponsored by www.swansea.com and was previously sponsored by The Travel House Travel Agency.
Swansea City, currently just one point adrift of a promotion play-off place in the Football Championship, is a fresh, dynamic, growing club. This sponsorship model creates a win-win situation, as not only will it drive new customers and therefore revenue for the sponsor, but Swansea City also benefit as the more fans that sign up to the commercial partner the more bonus income they stand to earn. Plus, with agreed customer acquisition targets in place, it allows the sponsor to consider the opportunity from within this budget rather than just branding & awareness budgets.