The Time Variable in Sponsorship

by Bruce Cook - for SponsorLab

With this post I may be guilty of 'piggy-back' content, but I think there is a point worth making.

Over the weekend, MarkRitson wrote about the critical nature of the time variable (t) in marketing. I loved the article partially because he used an American sports analogy (baseball), but more because it had a great relevance to sponsorship.

Ritson's piece talks about how good marketing isn't just about one great short-lived creative or campaign, but rather how true brand value is built with consistency over time. His examples include Louis Vuitton, Cadbury, and Diageo (more on them shortly). Not just for the longevity of their campaigns, but for the long-term experience of their marketing people. I'm sure you could add McDonald's, M&S and a few others to that list.

As a subset of Marketing, the time variable (t) is equally critical in Sponsorship. When I was running the Six Nations sponsorship for RBS more than a decade ago, we were very conscious of the Time variable. RBS became title sponsor in 2003, but it took until 2006 before we created clear separation from Lloyd's TSB as the perceived title sponsor of the Six Nations.

Time was also a significant consideration as we considered exiting the sponsorship as the financial crisis (and the RBS brand crisis) dragged on into the 2010's. We had invested so much into the property and the sport over the past decade that rugby fans had become the market segment most willing to stick with us. So we stuck with it a little longer.

As Ritson says, Diageo understands the time variable, and they have seen it applied to their rugby sponsorship as well. Diageo's Guinness brand took over title sponsorship of the Six Nations in 2019 having been a lower tier sponsor for a number of years. I don't have the data on this one, but it has only been in the last couple years that the Guinness brand has become synonymous with the Six Nations. It took time.

Obviously, the time variable is relevant across all sponsorship - not just rugby - but I'll mention one more rugby example here. Aviva took over the naming rights of the then new Ireland rugby stadium in 2010. Initially there was concern that fans would not adopt use of the 'Aviva' name and rather refer to it by the moniker of the historic 'Lansdowne Road' stadium that previously sat on the same site. The ultimate solution was time.

After a few years, fans and broadcasters alike became comfortable with the Aviva name - and subconsciously appreciative of Aviva's investment. It just took time. The current Aviva naming rights deal reportedly expires next year (2025)... and the renewal decision will undoubtedly be influenced by the Time variable as they've now invested so much of it.

The time variable in sponsorship also applies to its practitioners. Just as marketers are - as Ritson describes - more mindful of the Time variable as they progress in age and experience, sponsorship leaders similarly improve over time.

I continue to bang the drum for proper and truthful measurement of sponsorship strategy. To get the most from your sponsorship, you must be clear in your objectives, set clear and measureable KPIs for each, and then be honest in your reviewing and reporting of the results. This is the only way to improve and maximise input.

While many fail in this regard, there are some who get it right. The best sponsorship strategists - whether brand or agency based - are those who not only understand, but actually practice this principle. Not surprisingly, those that do tend to be those with the most experience (a.k.a., time) under their belt. This is partially because they've been around enough to realise that this is what works.

The more significant factor is that the more experienced sponsorship people have more confidence - both in their own ability... and in the security of their position. This helps them to eliminate the fear of true sponsorship measurement that so many others carry. If more of the younger crop can sooner realise the value of embracing the full strategic process and value of proper honest measurement, they'll sooner move up ladder in this exciting and fulfilling industry.

Yes, I'm still banging the drum for better sponsorship strategy assessment. We're not there yet, but I'm confident we will get there. It'll just take time.

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Bruce Cook is the founder of SponsorLab - a simple yet powerful online tool to help sponsors, agencies and rights-holders drive more impactful partnerships.