The Trajectory Trends Breakfast
Sport, Sponsorship and Society
What should we expect from brands today?
Thursday 27th March 2014 – 08.30 – 09.30
Happenstance, 1a Ludgate Hill, London EC4M 7AA
The third Trajectory Trends Breakfast of 2014 follows the completion of the Sochi Winter Olympics.
As such the time is right to reflect on the relationship between sport and society, along with the
expectations of brands and individual sports people in this space.
Sport offers fantastic sponsorship platforms for brands, but it’s not without its challenges and events
can easily overtake the best strategy, threatening both brand equity and ROI.
Contemporary brand strategies have focused on building consumer engagement – with activation
programmes encompassing digital and especially social media. Combined with today’s focus on
authenticity how do these channels change the game for brands? And in that context to what extent
should sponsorship be integrated with wider brand marketing and communications?
The politicisation of the Sochi Games was hard to miss and while there were diplomatic protests
there is little evidence of effective consumer boycotts. On the other side while London 2012 was an
undoubted success in showcasing London to the world – what of the much debated legacy and what
have sponsors been doing in this space since the games closed?
Away from the Olympics we’ve seen the furore caused by Nicolas Anelka’s quenelle gesture, not the
first controversial gesture by a Premier League footballer to be sure, but certainly one of the most
political. One interesting aspect of this case was the role of his club (WBA) sponsor – Zoopla – who
announced they would be terminating their arrangement at the end of the season in light of the
club’s support for the player ahead of his FA disciplinary hearing.
That is just one recent example of the expectations placed on individual sports people today. Very
often we are told that sports stars today need to be role-models for the young, for the supporters
and for wider society. How reasonable and how widespread is that perception? Why do politicians
feel the need to get involved? And what might we expect in the future from sponsors and clubs?
More broadly, in the UK as in many other countries we are faced with a significant obesity problem.
Sport and exercise are of course crucial in the fight against these issues.
Source material for the introductory presentation will include both survey data (including TGF) and
social media insights. As ever we don’t claim to have all of the answers, possibly not even all of the
questions, but please do join us for what is sure to be an interesting discussion.
To book your place simply email Sarah Morris @ firstname.lastname@example.org