John McGee: the sponsors need your game with women’s sport

  • John McGee: the sponsors need your game with women’s sport
    Independent.t. E.
    You can’t beat sports festival, to raise and unite the people. Unfortunately, we have not experienced much in recent years. The success of the team at the Irish men’s Rugby, of course, was the major exception.
    https://www.independent.ie/business/media/john-mcgee-sponsors-need-to-up-their-game-with-womens-sports-37207120.html
    https://www.independent.ie/life/article37201686.ece/3324f/AUTOCROP/h342/2018-08-11_lif_43152148_I1.JPG

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You can’t beat sports festival, to raise and unite the people. Unfortunately, we have not experienced much in recent years. The success of the team at the Irish men’s Rugby, of course, was the major exception.

It was, of course, until last weekend, when the Irish hockey team women reached the world Cup final and returned home with silver medals, to be greeted by thousands of fans and well-wishers at a reception in Dublin.

As the group got back, much has been made of sponsorship SoftCo team and as the contract was only signed just eight weeks before the tournament began in London.

For SoftCo and its founder Susan Spencer – herself a former hockey player – he will go down in history as one of the sponsorship deals of the decade, giving it massive brand awareness as Irish and global audience. For Irish hockey, meanwhile, it provides a much needed financial injection rises to a major tournament.

But then again, it has thrown open the debate about how women’s sports are funded in Ireland and the constant financial problems of individual athletes and sports organizations they represent face every day.

As sponsorship plays an important role in the p&LS of most sports organizations, it’s more than fair to say that when it comes to women’s sport, they are seriously lagging behind men-led unit. We have a very talented pool of athletes in numerous sports disciplines, no doubt, so why don’t more sponsors came to the plate?

Given that many brands already invest significant amounts of money in advertising to women – that the terrible legacy of the marketing research cohort, known as the house-Keepers should not have greater emphasis on the sponsorship form the larger part of their marketing initiatives?

“In sports, the fan base is diversifying in PACE and sports rights holders themselves recognize that they must look beyond traditional demographics continue to grow among the things that have been lost audience,” said John Trainor, founder and CEO of sponsorship for commercial playing.

“While nine out of 10 men in Ireland are sports fans, so eight to 10 females. This is a huge opportunity for both sides in the industry of authors and rights holders.

“Our analysis shows that of all the sports of announced deals in the first half of 2018, 20pcs, of them women-specific, an increase of 11pc on the same period in 2017, and include a wide variety of transactions, including Aviva for the Irish women’s national soccer team, and the Internet, new updates and deals on women’s Gaelic football and camogie,” he adds.

Although 20pcs might seem a lot, it applies only to the amount of the transaction as opposed to cash. If you look at it from a purely monetary point of view, it is quite possible that as many as 90pc of all investments of sponsors goes towards male sports, female sports picking up just 10pc.

This may change. “The benefits of getting currently includes relatively low cost, compared to men’s sport, and as it is still largely unused space means that the brand can generate and have it with a level of fame that is more complex in sports marketing,” says Traynor. Approval with women, sport oriented property can be as much as 10 times cheaper than male-centric equivalents, but certainly not 10 times less effective in their potential to deliver on key brand measures, including achievements and commitment to brand profit,” he says.

But there are other reasons why brands should consider funding women’s sports.

“In the midst of the war for talent in Ireland today, many companies recognize that such investments can also send the right message to existing or prospective employees about the company’s values.

“Services is increasing in women in the sports arena in PACE is also based on international studies which show that two of the three firms will look favourably on a candidate’s background in sport when applying for a job in his team.

“Business organizations can often write more convincing business case on the back of HR benefits deal with women’s sport, and again in the most effective way with regard to their more modest budgets than perhaps a large business, the consumer-facing brand.”

For many authors, the normal indicators used for measuring sponsorship initiatives don’t necessarily apply and potential sponsors should take a different view of what constitutes the success of the sponsorship.

For others, it may require a leap of faith.

“There is a possibility that potential sponsors may not have answers to fundamental questions like what is the ROI of supporting women’s sport, and their potential reach and impact among customers, they focus,” says Traynor.

“As momentum builds around this area, the opportunities and knowledge that we are building grows stronger, and the business cases that we can now write for investment in women’s sport is far more of the company’s management Board will appreciate,” he adds.

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