Magazine article Marketing

Review of the Year 2010: Sponsorship Leagues

Magazine article Marketing

Review of the Year 2010: Sponsorship Leagues

Article excerpt

Despite disappointing performances and scandals on and off the field of play, sports sponsorship remains a key platform for brands - and no property this year was bigger than the FIFA World Cup.

The year has been as tough for the sponsorship industry as it has for the England football team, although the former has managed to avoid becoming embroiled in scandal However, the huge amounts of sponsorship cash circulating around the 2010 FIFA World Cup did help agencies to get back on their feet after the recession. The event, which was held in Africa for the first time, dominated the sponsorship scene this year. The usual suspects ran grandiose global marketing campaigns, with Coca-Cola's 'Wavin' flag' activity among the most prominent. On the flipside, controversy seems to have dogged almost every area of sport. The year's most dramatic fall from grace was that of US golfer Tiger Woods. A series of scandals have led to brands seeking more stringent insurance guarantees should their celebrity endorsers go awry.

TOP SPONSORSHIP AGENCIES 1-10

 Rank  Agency       Fee income  Fee income      %    Turnover   Turnover
09 08                     2009        2008 change        2009       2008
                      (pounds)    (pounds)           (pounds)   (pounds)

1  1   Fast Track   12,362,190  10,560,187     17  22,660,833 24,478,636
2  2   Ed Coms       3,767,058   3,778,058   -0.3   6,693,968  7,715,189
3  4   MEC Access    3,500,000   3,360,000    4.1  50,000,000 47,000,000
4  6   Synergy
       Sponsorship   3,385,048   2,962,346   14.2   6,143,280  7,121,034
5  3   Brand Rapport 3,326,227   3,771,384  -11.8   6,812,556  8,604,154
   5   Experience
       Worldwide     3,259,145   3,130,222    4.1  11,148,736 12,326,866
7  8   M&C Saatchi
       Sport &
       Entertainment 3,045,000   2,425,000   25.5   7,130,000  5,248,000
8  7   WSM
       Sponsorship   2,960,000   2,910,000    1.7   3,280,000  3,380,000
9  n/a Limelight     2,389,700   2,100,000   13.7   6,283,038  6,293,670
10 9   23red         2,180,240   1,627,955   33.9   4,610,312  3.587.228

  Rank    Agency                %     Staff     Brands Rights
09   08                    change                    %      %

1    1    Fast Track           -7       136         65     35
2    2    Ed Coms             -13        49        100    n/a
3    4    MEC Access            4        25        100    n/a
4    6    Synergy
          Sponsorship         -14        32        100    n/a
5    3    Brand Rapport       -21        43         85     15
6    5    Experience
          Worldwide           -10        43        100    n/a
7    8    M&C Saatchi
          Sport &
          Entertainment        36        34         95      5
8    7    WSM Sponsorship      -3        16         90     10
9    n/a  Limelight             0        30         30     70
10   9    23red                29        50         95      5

Rank  Rank  Agency
09    08

1     1     Fast Track
            Founded 1998. Subsidiary Chime Communications. Chief
            executive Jon Ridgeon. 20% PR, 40% consultancy/rights
            negotiation, 40% event management. Clients include
            GlaxoSmithKline, HSBC, UK Athletics. Member ESA.
            www.fasttrackagency.com
2     2     Ed Coms
            Founded 1995. Privately owned. Managing director Martin
            Finn. 5% consultancy/rights negotiation, 20% sponsorship
            integration, 5% event management, 40% programme creation,
            30% research/evaluation. … 
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