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Six sponsorship themes to look out for in 2015
THE RISE OF IN-STADIA OPPORTUNITES
THE YEAR OF WOMEN’S SPORT
We predict 2015 will see big change with the
Women’s sport continues to grow but it is
onset of stadia connectivity upgrades, opening
the lack of coverage and the fact that it only
up huge commercial opportunities for sponsors
gets 0.4% of commercial investment that
to engage with ticket holding fans. This creates
holds these sports back from really taking
an exciting opportunity for official sponsors to
off. Things maybe about to change with the
interact with fans (pre/post-match and with
BBC confirming they will be broadcasting
breaks in play), but importantly could add
every game of the FIFA 2015 Women’s
credible value to the overall fan experience.
World Cup in Canada.
NFL FRANCHISE
THE NEW RIGHTS HOLDER
Content creation is changing our consumption of
With the popularity of NFL in the UK and
media and how brands engage their audiences.
Europe bigger than ever before, demand for
Early adopters who embraced the notion of
tickets has surpassed all expectations - over
content from the outset, and used partnerships to
half a million people having applied for
satisfy this need, are now rights holders
tickets to the Wembley Series in 2014.
themselves. Red Bull, once a sponsor is now a
Three more games have been announced for
media house and brand at the forefront of the
Wembley in Autumn 2015. Will momentum
content revolution.
lead to a London NFL franchise?
THE INFLUENCE OF WEARABLE TECH
But it’s not just brands who are benefitting.
Content focussed media channels are giving rise
to a new type of influencer…You Tube or Vine
celebrities. Yes, they are out there curating,
creating and publishing to an audience of
millions. So, what for the future partnership
landscape?
EXPERIENTIAL PARTNERSHIPS
From Google Glass and Nike’s Fuel Band to
Experiential activity is a great way for
Samsung’s Galaxy Gear and Nabu Razer the
brands to create memorable experiences for
explosion of wearable tech over the last couple
their consumers. Partnerships provide a
of years is impossible to ignore. With global
strong platform for emerging, start up brands
market estimates from $5-$50 billion the
to create tangible experiences, as seen with
question is no longer whether wearable
Airbnb and their successful partnerships
technology is the next big thing, but who’s
with Waterstones and KLM. Keep your eye
going to take advantage and lead the way?
out for emerging brands utilising
experiential activities in 2015.