Sponsors Call Time On Sport’s Smoke And Mirrors Story

Time is running out for the universal bluff and bluster from leading sports brands to premium sponsors about multi-millions of dedicated fans in the Far East and Africa.

“If the sports business doesn’t measure then we will have a serious problem. The sports properties that work harder to show how their sponsors are deriving value will be the ones that continue to attract attention. Get the metrics right because if you get that right you can show value, and if you can show value you will continue to get investment.”

Giles Morgan, Head of Sponsorship and Marketing, HSBC.

The Sponsorship Black Hole Solution For Global Sporting Brands
The untapped global audience and it’s sponsors are global sporting brands commercial open goal, but three serious commercial issues face all would be global sports and media brands world-wide.

Premium Sponsors are demanding that sports leading brands demonstrate value for money in multi-million partnership deals and facilitate real engagement with the tens of millions of fans worldwide who are misssing from their databases, but are included in their pitch to sponsors.

Leading Sports Brands simply don't know who over 90% of their global fans are and can't monetise them in absentia. For their own commercial benefit and that of their sponsors they must develop a method to identify, engage, capture and report on fans world-wide personalised data.

The top clubs in the world have no executive dashboard tool sitting above and analyzing all customer data, for internal use or to add value for their sponsors/partners.

Federations and Clubs world-wide therefore need a digital data commercial strategy and solution which will identify, engage and pair fans and sponsors, reporting on their profiles and behaviours and introducing the most relevant customers to the relevant brands.

The Commercial Opportunity Cost Of The Global Problem
Manchester United estimate a fan base of 330 million people worldwide, but Old Trafford holds just 0.02% of that fan base. Imagine the annual commercial revenue being lost for global sports brands pro-rata until this generic problem is resolved.

In 2009 there were 1.1billion P.C's on the planet. There were 3.4billion unique users of mobile phones and the average attendance in the most commercially developed sports league in the world, the English Premier League was just 33,562.

Sports brands need a commercial management system that can be fed with the customer data of the full worldwide supporter base worldwide, as the mobile phone now provides the universal opportunity to unleash a tidal wave of data from the 90% they have until now failed don’t identify engage, or monetize.

The underlying problem is that existing sports systems have no way of dealing with their existing data in one super-database where it can be analyzed for themselves and key sponsors. Separate silos of data in various departments just don't talk to each other. This fundemental flaw has to be resolved before the mobile data tap is turned on from partners around the world.Sports commercial and relationship teams have been fighting with one hand behind their back to monetise internal and partner opportunities, because until now no solution existed.

Funnel 21's Sport and Media Sponsorship solution is now available to sponsors and global sporting brands who want to work together to maximise the commercial benefit of their partnership.

Read more at www.funnel21.com

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Funnel 21 now holds the exclusive worldwide rights to a solution to these problems to the Sport and Media sectors worldwide. Sports and Media brands have the opportunity to monetize the hidden millions in their global fan base and turn missed commercial opportunities into open goals.

Our commercially focused solution for Sports and Media brands aggregates all their existing data in one super-database and provides bespoke, management dashboards over that data, feeding this with digital profiles of the full worldwide supporter base.

A large numbers of sporting brands from and the USA and Europe have asked Funnel 21 if we could provide a solution to their problems. As a consequence, in Q4 2009 we began to analyze with three Premier League football clubs, a commercial strategy to aggregate their customer data from disparate internal systems on one platform with the aim of maximising commercial advantage, and develop a strategy to reach and capture the data of the millions not represented in their databases.

As a result of this work, we can now provide partners with a bespoke sports business commercial management dashboard and generate for sports partners massive competitive advantage in sponsorship negotiations and day to day marketing. Our platform is built to maximise commercial opportunities and minimise administration.

Bespoke Solution for Sponsorship and Partnership Executive Teams
Having pulled together all existing customer data into one super-database, we provide bespoke windows and reports on that data for all club staff, or partners, and we feed and file the individual search activity gathered from supporters web and mobile browsing worldwide, engaging millions of fans who were not previously represented in the club's legacy databases.

Thanks to Funnel 21 Sports and Media Relationship Managers can now identify the ideal target market for each product, or analyze search traffic to identify new partner opportunities by territory, even opting to give premium sponsors their own window on the database, or set their own rules to write sponsor and partner reports.

Our mobile solutions can even sit on global operator’s portals and feed your database with the search terms entered by your fans to provide to analyze brand opportunities for additional commercial partner. We file this data neatly alongside each individuals profile in one aggregated club database, allowing tailored marketing and sponsorship opportunities by territory, or unique to individuals.

It Works. It’s Sector Agnostic. There’s No Hardware Spend Required
The base technology we implement is being utilised by Lockheed Martin to aggregate the data of the 1300 suppliers with whom they build military aircraft.

Our technology is sector agnostic and can be used to commercial or administrative purposes, fully preparing your business for the input of web and mobile profiling. There is no need to jettison existing systems and no hardware spend required.


Read more at www.funnel21.com

Watch the video presentation