Hollis Sponsorship Bulletin

The European Sponsorship Association (ESA) has responded positively to the research findings into the effects of sporting involvement and alcohol sponsorship on underage drinking reported on in last week’s Bulletin. The report concluded that a ban on sponsorship of sporting events would have little effect on youth alcohol consumption. Carried out by Dr Fiona Davies, lecturer in Marketing at the University of Cardiff, the report adds weight to the arguments put forward by ESA over recent months in response to criticism regarding the rights of alcohol brands to sponsor sporting events.
Commenting on the report’s findings, ESA Chairman, Karen Earl said, “We are not at all surprised by the findings of this report, indeed there was a similar set of results from research completed in 2008 in New Zealand. What we have always argued is that sponsorship and other marketing disciplines do not actually encourage people to start drinking alcohol or increase consumption levels. However, they can direct consumers to a particular company, product or brand but that is very different and is the fundamental point that needs to be stressed”.

A recent report on alcohol published by the UK Government’s Health Committee did not fully represent the alcohol sponsorship landscape, according to ESA. The association had submitted a detailed paper to the Health Committee outlining steps being taken by organisations involved in alcohol sponsorship with regard to responsible marketing activity. However, the report did not take into account, according to ESA, the considerable self-regulation activity currently undertaken by rights holders and sponsors alike.

The European Sponsorship Association (ESA) has just released details on its 2010 training and education programme -  ESA Knowledge  - which offers affordable, high quality events for the industry. The Insights Forums are morning sessions aimed at decision makers and senior industry figures, starting with the Future Trends session on the 25th February in London, and running until May.  The Skills Workshops begin in the autumn and are interactive evening sessions aimed at executives and managers from sponsors, rights holders and agencies. ESA members receive a discount, plus an extra discount for multiple bookings. For details on the programme, please visit www.sponsorship.org.

Encouraged by the uptake and feedback from its first suite of webcasts, Sponsorship Consulting will be launching a new series on February 26^th.  The webcasts’ focus is to drive the professional development of newcomers to the sponsorship industry worldwide.

According to Sponsorship Consulting’s MD, Pippa Collett, the webcasts constitute the basic building blocks that all sponsorship practitioners need to create and maintain strong sponsorship relationships, with the programme offering modules for both sponsors and rights holders.

The new dates are Friday 26th February and 5th, 12th, 19th, 26th March 2010, and can be booked by visiting www.sponsorshipconsulting.co.uk/webcasts or calling +44 (0)20 7147 9957.  Modules cost £69.00 (including VAT) and can be purchased individually or as a series.  Each webcast lasts one hour and qualifies for European Sponsorship Association Continued Professional Development accreditation.

The Barrie Gill Award for Most Promising Young Executive sponsored by the European Sponsorship Association is a highlight of the Hollis Sponsorship Awards Dinner on March 9th 2010.  The Award seeks to recognise young executives (under 25) who are making a significant impact within their organisation and the industry at large.

To nominate your rising star, please email rsarginson@wilmington.co.uk for more details.

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.