Start With The Right Strategy
Is the NFL right for my brand? Should I be investing in College Football instead? Which sports make the most sense for my brand and budget? We can help you answer all of these questions. While the majors are outstanding options, there are times they are not the most efficient ways for a brand to achieve their objectives and remain within their budget. When it comes to sports, we are open-minded. We have to be.
Myth:
It's simple. Find the sports teams and properties your customers love, spend a ton of money buying sponsorships and hope the deals deliver results.
Reality:
Hope is not a strategy and you may have purchased or overpaid for assets you really don’t need.
Fact:
Brands work with their ad agency on creative, media buyers on TV/radio buys and digital agency on digital/social campaigns. Smart brands trust POV Sports Marketing for their partnership marketing strategy, deal negotiation and sponsorship execution.
“Lawyers protect your interests in court. We protect your interests in the sports partnership world.”
Our Services
Whether you are starting from scratch or have an existing sports & entertainment portfolio, we can hit the ground running. We understand partnership marketing values and have a proven track record of creating effective strategies for our clients on a regional and national level.
Sports Strategy DevelopmenT
We are sports fans…so is most of the planet. Sports can make sense for most brands, but you need a targeted strategy or it can be a costly endeavor. Sports marketing is a very valuable tool which can amplify your other marketing initiatives. We will help you design a plan to identify the best sports properties to engage your customer and craft a comprehensive strategy that integrates branding, media, hospitality, activation, social and digital solutions.
Deal Evaluation
What is all this stuff really worth? We guide you through the sports deal evaluation process and explain the nuances of category and asset values by market. We understand the “soft assets” in a team deal and can tell you how they should be valued based on market factors. Whether the deal includes naming rights, club entitlements, trademark rights, media, activation, social, digital or hospitality, we can deliver a valuation that will enable you to make an educated decision.
Partnership Management
Congratulations – the deal is done! Now, it is time to take ownership of the assets, create a plan and extract as much value for your brand. Deal management needs to take place on a daily basis and, last we checked, you have an entire business to run. That’s where we come in. Our sponsorship management process involves a discovery phase, creation of deal tracking documents and daily interaction/meetings with your team and the property to ensure the deal is continually delivering value at every step along the way.
sponsorship negotiation
While you may only negotiate deals once every three years, it sets the tone for the whole partnership and gives you the tools you need. We have negotiated $300M+ in sports sponsorship deals since 1992. We have learned a few things along the way that can save you hundreds of thousands, if not millions, of dollars. We never forget to ask for the assets and category segments that will matter down the road. In this ever-changing sports landscape, strong negotiation skills have never been more important.
measurement & analysis
Do the assets in our partnership still fit with our business objectives? This answer may change over time. We continually analyze each asset to maximize its value over the course of the deal. While the recap process is customarily performed at the end of each season, a routine asset review can uncover areas of opportunity along the way. We begin the season with tracking metrics in place and pivot as needed. While we work to ensure all contractual assets are maximized, we work equally as hard to secure added value.
Sports research & analytics resources
From the discovery phase, to post-season evaluation, we adopt a data-driven approach to analyze your brand’s market opportunity, refine target segments and develop measurable outcomes to quantify your return on investment. We access the same cutting-edge technology and analytics tools that the leagues and teams use for their own marketing plans. At the end of the day, sports marketing can be an emotional investment, but we help you stick to your game plan.
Digital/social strategy
Content is king. Co-branded digital/social content provide significant value when utilized effectively. Teams pump out a constant stream of content – both produced and fan generated – that your brand can leverage to engage your customers in an authentic, meaningful way. We understand the ever-evolving digital space and will assist in crafting a content strategy that will ring true to your brand’s tone of voice, while supporting your existing marketing/ad campaigns.
Marketing Platform Development
We are a team of marketers who happened to grow up in the sports business. Our team has worked with Fortune 500 and regional brands to design and execute evergreen concepts, which build equity and can be leveraged well beyond the season. From promotional platforms and incorporating existing ad campaigns, to consumer contests and grassroots community outreach, we have the skills and experience to create programs that yield quantifiable results.
