By Brons Sports · Updated
ACTIVATE YOUR SPONSORSHIP MORE BUSINESS VALUE
Activating a sponsorship is everything a company does to use the sponsorship beyond the rights themselves – campaigns, social-media content, events, PR and internal activities. Activation is what makes the sponsorship visible, resonate and create business value.
How is a set of rights used across several channels?
Start from the same goal and story, but tailor the content to the channel: TV and streaming, social media, digital, PR, radio, outdoor, events, internal communication and customer activities.
Make sure the agreement grants the right to use name, image and material in the planned activities. Brons Sports develops the sponsorship and coordinates where needed; media planning and media buying are handled by your existing media agency or other partner.
Sponsorship activation & campaigns
Who it is for
Companies that have a sponsorship but are not getting enough out of it.
The problem we solve
The rights have been bought, but they are not being used in marketing, sales or customer relations.
How we work
- – Strategy and concept that make the sponsorship an active part of your marketing
- – Campaigns, content, PR, events and internal activation
- – Coordination of the partnership with your media agency, advertising agency and other suppliers
What you can expect
A sponsorship that is integrated into your marketing, used actively and creates engagement, brand value and commercial opportunities.
We develop the sponsorship. Together with your existing partners.
Brons Sports specialises in sponsorship and commercial partnerships.
We help companies create greater value from their sponsorships and ambassador partnerships and are happy to work alongside existing media agencies, advertising agencies and communications partners.
Activation can include digital and traditional campaigns, social media and content partnerships, PR and communication activities, events, customer activities and corporate events, internal communication and employee engagement, activation of athletes and ambassadors, and exposure and use of commercial rights.
This way, the sponsorship becomes a natural part of the company's overall marketing, without the need to change existing partnerships.
How to activate a sponsorship
Start from the goals
Every activation should be linked to a goal: awareness, sales, relationships or employees.
Activation plan
Put the activities into an annual plan based on season, competitions and the company's campaigns.
Content
Develop content featuring the athlete or rights for social media, digital, outdoor and print.
Events and hospitality
Invite customers and employees to experiences linked to the sport.
PR and media
Plan PR and visibility together with your existing media agency or communications partner.
Internal activation
Use the partnership in internal communication and activities that engage employees.
Follow-up
Measure the effect of each activity and adjust the plan.
Common mistakes.
- No budget set aside for activation.
- Activation only happens at the start of the contract and then goes quiet.
- The content does not feel genuine to the athlete or the audience.
- Forgetting internal activation among employees.
Checklist.
- Goals per activity
- Annual activation plan
- Content per channel
- Events and hospitality
- Internal activation
- Measurement per activity
How we work
Brons Sports develops the activation concept and coordinates the partnership – concept, rights, athletes and activities. Delivery happens together with your existing media agency, advertising agency, production partner or other relevant suppliers. The sponsorship should be activated both internally and externally.
How the method is used in practice
FAQ.
01How much should be spent on activation?
Plan the activation budget at the same time as the rights are purchased. How large it needs to be depends on the goals and channels, but activation is a separate, recurring cost.
02Which channels work best?
It depends on the target audience. Social media, digital campaigns, events and PR are often combined. Choose channels based on the target audience's media consumption together with your existing media agency.
03Can Brons Sports produce the content?
Yes, we develop content for the desired media channels – social media, digital campaigns, outdoor and print – based on the plan and goals.