Brands embrace ambush sponsorship

November 2006 Almost two-thirds (61%) of brands would consider the use of ambush sponsorship, according to a report by strategic sponsorship consultancy Redmandarin.

Almost two-thirds (61%) of brands would consider the use of ambush sponsorship, according to a report by strategic sponsorship consultancy Redmandarin.

Traditionally, ambush sponsorship is publicly condemned by many marketers, and so the readiness of two-thirds of respondents to consider ambush is unexpected. But the perceived success of brands such as Nike has clearly influenced the opinions of the industry. In the words of one respondent: ‘Nike have proved there is nothing unique or special in being an official sponsor. Ideas are the key element to winning in this space.’

This is just one of the findings from Redmandarin’s second survey of the sponsorship industry, undertaken by 201 senior sponsorship professionals across 18 countries, principally European.

A number of findings suggest a very different industry from 2004. In contrast to 2004, brand equity building was considered of greater importance in sponsorship than increasing brand awareness. The professional background of respondents has changed significantly, with 40% reporting a background in Brand Management / Strategy.

Red Bull’s imaginative activations and event creation clearly resonated with respondents who voted the brand the ‘sponsor’s sponsor’ - ‘because they bring their brand to life meaningfully without any of the typical sponsorship crap’, was one respondent’s opinion.

Although Red Bull was a clear winner, many of the highest rated brands – including Heineken, Adidas and Nike - share an approach which an increasing number of companies are exploring in an attempt to create stand-out from competitors engaged in traditional ‘badging’ sponsorships - the area of event creation.

Commenting on the results, Mark Knight, Head of Research for Redmandarin, believes, “There is definitely a case to be made from our findings for a new understanding of sponsorship which goes beyond the conventional model of sponsor - rights-holder. In one sense, this new understanding is revolutionary, as it’s paradigm-breaking. In another sense, it marks a return to sponsorship’s central proposition of focusing on the emotional relationship with consumers. Either way, it suggests a very fluid and changing landscape both for sponsors and rights-holders.”

On a positive note, confidence in sponsorship has increased since 2004, with 82% of respondents rating sponsorship as an ‘important’ part of the marketing mix, up 15% from the last survey and over 50% reported that sponsorship was ‘Very integrated’ with Advertising and Public Relations.

To find out more about the Redmandarin Sponsors Survey or to obtain a copy of the report, please e mail shaun.whatling@redmandarin.com

Methodology

Emails inviting the completion of an online survey were sent to executives responsible for at least one element of sponsorship. Responses were collected electronically during June and July 2006. The survey was undertaken by 201 sponsorship professionals and consisted of executives, principally from large and medium sponsoring companies from 18 territories.