In what is perceived as a buyers market, Rights Holders are having to work harder to prove their point of difference, with more building bespoke proposals for interested brands, and some clubs slicing and dicing their assets. Last year you saw Notts County, for the second season in a row, successfully sell 9 monthly partnerships for their front of shirt, and this season, we have seen a range of clubs from Premier League clubs down to League Two clubs, breaking up more of their assets then ever before into fractional campaigns. It is tough to say how much a brand would be saving by opting for a fractional package, but what it does do, is create a lower barrier to entry for Brands who are looking to engage with and large historic football clubs.
So what is a fractional campaign?
The fractional campaigns that we are seeing, are what could be described as a mix and match, with assets ranging from LED minutes, Media Board branding, set number of Social Media posts and bespoke digital platforms, where the contract length is not on a per annum basis, but more like selling the rights 2 or 3 times a season. This approach has proved fruitful with a range of Brands, because they are getting maximum exposure with a single audience, but they are not paying the prices that only a number of Brands can afford. This could be great for the game, as it gives Brands the opportunity to get involved with the sport whereas historically they may not have realised:
a) They can afford to get involved with sponsorship within football
b) It enables Brands to maximise engagement within a specific audience over a shorter time and finally it is opening up the opportunity for non-gambling brands to get involved in the sportwhich is heavily endorsed by UK and international betting firms.
When the Premier League started, in 1992-93, the biggest sectors for shirt sponsorship were consumer electronics, with six deals, and beer, with four. Electronics and beer remained a steady presence through the 1990s before dwindling in the 2000s. In 2016, there was just one beer sponsor, Chang Beer on Everton’s shirts. They have now been replaced too, so in 2017, for the first time in the Premier League history, there will be none. In 2019-2020 across the Premier League and Championship, there are will be 24 out of 44 sides that have a betting brand on their front of shirt.
Name: Rory Stewart-Richardson, Founder
Connexi is a data-driven sponsorship marketplace, that focuses on creating more time efficient and commercially relevant partnerships. Through a mixture of key USPs, real-time data and consumer behavioural data (through our exclusive relationship with YouGov Sport), we ensure that Brands are speaking to their customers through assets they are emotionally engaged with (Football, rugby clubs, etc).