partner feature
Sponsorship v advertising A
s the Dragons head into the home straight of the season, plans are already underway for the next rugby campaign. Season tickets
and hospitality packages are put together and companies are signing up for a new season of association with the region. But when budgets are tight, more and more businesses are considering sponsorship as an alternative to advertising. According to a recent
PriceWaterhouseCoopers report ‘Outlook for the Global Sports Market to 2015’, despite the economic downturn, sports sponsorship is set to rise by nearly seven per cent, representing the biggest growth area in sports revenue. “Sports sponsorship can give so much
more than straight advertising,” said Newport Gwent Dragons Commercial Manager John Reid. “Not only is there the physical exposure
16 THEbusiness QUARTER
of the brand through display boards, on the kit and in electronic and printed material but there is also the association between the brands. “It is an opportunity to be part of
something and that sense of community works both ways. Supporters will often feel a loyalty to sponsors as they perceive them to be supporting their team while the values of the team can also be seen as synonymous with those of their sponsors.” “For example, here at the Dragons we
pride ourselves on our brand image which is one of a cohesive collective with a strong team spirit who are proud, hard-working and committed to the region as a whole. Any sponsor of the Dragons is part of this collective and feeds off our brand image – their brand will benefit from these positive associations with the team.” The integration of sponsorship into
Dragons’ matches means it fits seamlessly
into the activity of the day, whether as part of events on the pitch or through the match programme or website. “The way in which sponsorship is
incorporated into a matchday means a low level of opt out,” said Reid “Advertising on television and radio can be avoided by changing channels, while unsolicited mail can be thrown out without being read. Compared to measured media, sponsorship is a pristine, clutter-free environment.” The Dragons had 24 live televised
matches this season – providing more than 32 hours of coverage and achieving an average viewership of up to 228,500 for a single match across Wales, Scotland and Ireland. This is in addition to the tens of thousands of spectators in the ground, so for sponsors it is certainly value for money. These consumers are not restricted
to one demographic either. A mix of age, gender and social demographics can all be
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