Hollis Sponsorship Bulletin

The European Sponsorship Association (ESA) has risen to the defence of FIFA World Cup sponsors who are facing mounting criticism from lobbying groups – The World Cancer Fund, to name just one – that they are promoting ‘unhealthy products’. 
ESA’s standpoint is that sponsorship is a legitimate means for brands and companies to promote themselves as they might with other marketing disciplines.  The difference being, however, that sponsorship programmes also have the ability to deliver invaluable funding for a wide range of youth, community, environmental and charitable causes. 
One of the World Cup Partners and two of the sponsors of the 2010 event, Coca-Cola, McDonalds and Budweiser have been specifically mentioned.  All three have a long  established position as major sponsors of the World Cup.  Coca -Cola has had an official agreement with FIFA since 1978, Budweiser since 1986 and McDonalds since 1994.  These brands have not only invested heavily in the World Cup but also through a wide range of relationships with different football-related bodies and rights holders across many markets globally.
According to ESA, these brands recognise that they are not operating in a vacuum and are well aware of developing health issues. As a result, all three brands have taken steps to adapt their sponsorship programmes and communication messages to take account of greater health consciousness in society.  Coca Cola and McDonalds, in particular, have  invested significantly in major initiatives, through their sponsorship programmes, aimed at getting many more children and teenagers playing football.
These types of programmes, set up and coordinated by governing bodies, are made possible through significant levels of funding from sponsors.  They provide opportunities for tens of thousands of children to get outside and get active by taking part in officially run programmes that governing bodies would  be unable to support without sponsorship investment.
ESA is in full support of sponsors legitimately promoting their businesses but encourages all sponsors to follow the example of these brands and look beyond immediate commercial returns to how they may also make a wider contribution to the communities in which they operate.

The Private Sector Policy for the Arts launched today by Arts & Business, the national voice for private sector engagement in the arts, calls for urgent new initiatives that will quickly boost the fundraising performance of the whole sector, ensuring a greater return on public spend and see a target of £1 billion in private sector investment reached.
Colin Tweedy, Chief Executive of Arts & Business, said: “Our priority recommendations will encourage greater innovation, enterprise and creativity in fundraising and donor-relations.  They will yield a decisive return on investment for public funds over one parliamentary term.  Time is not on our side. The overriding aim for cultural policy must be to impact more quickly on the ability of the whole arts sector to transform their capacity to generate and sustain private funds.”
“The artistic successes of the last decade have been driven by the deeply interdependent nature of the arts economy. The healthy levels of public funding secured quality for the sector, allowing arts organisations to attract increasing visitor numbers (and earned income), which in turn has encouraged further private investment (sponsorship and philanthropy) thus enabling further growth and consolidation.  This three-legged tripod mixed economy model is under threat.  This policy is designed to reboot and rewire it.”
The five priority recommendations of Arts & Business’ Private Sector Policy for the Arts are:
 
1.      A new Challenge Fund Scheme to stimulate individual philanthropy for the Arts
2.      A Legacy Campaign for the Arts
3.      A Campaign to increase Cultural Philanthropy from the financial sector and wider business community
4.      A Matching Grant Programme to stimulate business sponsorship of the Arts
5.      Tax reforms to underpin a vibrant arts mixed economy.
 
Tweedy continues: “This private sector policy is also a call to action for businesses, their employees and individuals alike – for sponsorship and philanthropy to work hand-in-hand for the benefit of the arts and wider society.  We all need their skills and finance, but also their hearts and minds.”
 
To read the full document, please visit:
http://www.artsandbusiness.org.uk/News/2010/private-sector-policy-for-the-arts/index.aspx

Financial services company Admiral is to become the principle partner of the Welsh Rugby Union (WRU) from the start of the 2010/11 rugby season. The partnership, brokered by Essentially, will see Admiral become the new WRU shirt sponsor in an initial three-year deal that will also see the Admiral logo on all secondary and training apparel.  Additional benefits range from in-stadia signage to tickets for matches and access to international players.
Charlotte Bennett, Marketing Director at Admiral commenting on the deal said: “This is the first time Admiral has entered into sport sponsorship, but as a proud Welsh company there is no one better for us to sponsor than the Welsh national team.  We look forward to a successful partnership with the WRU and the benefits we will see from our association with them.  And I’m sure our employees will be thrilled to see the Admiral logo on the new team kit.”
Mike Vandrau, Commercial Rights at Essentially, added: “This is fantastic news for Welsh Rugby.  Admiral remains a leader in the insurance sector and over the coming three years the WRU are looking to establish themselves as a leader on the rugby field; especially with the World Cup in 2011.  This is a hugely exciting opportunity for a partnership between two of the biggest brands in the UK, who share great synergy and similar goals for the foreseeable future.”

Sky Sports is seeking a sponsor for the live coverage of England’s Home Test Match Series against both Bangladesh and Pakistan in 2010 in June and August.

Winners of  the European Sponsorship Association’s Awards were announced last night at London’s Cafe de Paris.  For details on the winners and the highly commended campaigns, please visit http://www.sponsorship.org/awWinners09.asp.