Advantages include:

• Transparency in the marketplace
• Real time feedback on compatibility
• Getting matched = finding better fits faster
• More suitable connections = better Return on Objective
• A centralised platform for industry engagement
• Less wasted meetings, emails, phone calls & resources
• Greater quality & consistency of proposals
• Access to influencers, thought-leadership & global best practices

Rights Owners

Rights Owners are either individuals, events or organisations that offer a set of defined rights to a sponsor(s) in return for a financial investment, value-in-kind services, resources & products  and / or a combination thereof.

A formal association that is mutually beneficial is established between the rights owner and a sponsor at the conclusion of a sponsorship agreement.

Rights owners can vary from host cities, broadcasters, national sports federations, professional franchises, clubs and athletes as well as amateur sports disciplines participated in by clubs, universities, schools and individuals. Host stadiums and events promoters fall into this category too.

Agencies

Agencies cover a broad spectrum of speciality skills and services. The sponsorship industry consists of the following agencies:

• Sponsorship (commercialising sports & entertainment through the packaging & selling of rights)

• Activation (conceptualising and delivery of leveraging strategies)

• PR & Media (develop PR & media plans to support brands’ exposure & communications drives)

• Player agencies (represent individual athletes)

• Eventing (ranging from press conferences, launches, catering, bespoke functions to hospitality)

• Ticketing (solutions for ticketing & access control)

• Branding (procurement & production of branded elements)

Sponsors

Sponsors are typically corporate organisations who invest in a particular rights owner(s) to deliver on pre-defined objectives that form part of a broader business strategy. Individuals whose intentions are either business-related, philanthropic or  intended to gain awareness within their broader community / region, fall within this category.

A sponsorship agreement is usually entered into with the intention of achieving a commercial and/or social benefit to the relevant sponsor(s).

As such, Corporate Social Initiatives also fall within a sponsor’s areas of interest.

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