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The role of sponsorship and the part that it plays within the marketing mix is changing, developing and maturing. The scale of the sponsorship industry is growing, the emergence of new territories has led to increased opportunities for sponsors and properties alike, and the calls for more quantifiable returns on investment have got louder and more persistent. There can be no argument that over the last year in particular, the sponsorship industry has  seen its role within the traditional marketing mix change, evolve and mature. The challenge for sports marketers now is to capitalise on this opportunity, begin the process of 'benchmarking' and become a quantifiable entity that brands, media, and sponsorship agencies can understand and relate to as they have done with more traditional marketing platforms over the last decade. The European Sponsorship Association (ESA) is committed to the development and professionalism of the sponsorship industry, and this years 14th Annual ESA Congress takes place on the 17th and 18th November and focuses specifically on exactly these issues: The emerging and evolving role of sponsorship, the challenges that the industry faces today and the evolution and development of the sponsorship properties within it. With a combination of keynote speakers, workshops and interactive discussions chaired by European sponsorship professionals, brands, sponsors and agencies, the Congress seeks to bring together the European sponsorship community to create an environment that challenges the industry to discuss and consider both the successes of the last year, as well as the opportunities of the future.
'Sponsorship Evolves' takes place at the five star Dom Pedro hotel in central Lisbon, and is attracting delegates from throughout Europe. Speakers at the event have been drawn from a wide pool of professionals working across both emerging and sophisticated European territories with the aim of hosting a sponsorship congress that truly identifies and discusses the issues and developments affecting the industry. The European Union Pertinent and critical content under scrutiny at 'Sponsorship Evolves' includes a look at the emergence of new sponsorship territories by virtue of the ever expanding European Union. Presenting and discussing their experiences in marketing throughout Europe, Nastia Orkina of Coca-Cola leads off the plenary session programme on Day 1. Also taking to the stage is Simon Gillham, vice president of communications for global media player Havas (part of the Interpublic Group). He considers the way in which the sponsorship industry has responded to the increased use of sponsorship as a marketing tool and where he sees the future for sponsorship.
As part of its commitment to the sponsorship industry, ESA has always sought to gather opinion and insight from sponsors as to how and why they use sponsorship within a marketing programme. The 2004 Congress enjoys presentations from both global super powers Coca-Cola, as well as TNT, which presents its strategy and reasoning behind the fascinating 'Moving the World' Corporate Social Responsibility programme.
Other highlights over the two-day event include a look into the difficult, but highly lucrative youth market. How can sponsors target youth, and what returns or loyalty can they expect to enjoy through association with niche or youth specific events and festivals? Ambush marketing addressed The emergence and increased and use of 'guerrilla' marketing sees panellists debate whether ambush marketing is a legitimate form of marketing, and what tactics properties and sponsors can deploy to protect themselves from the damage that this form of association can cause. The Congress also discusses the development of new technologies in assessing and evaluating sponsorship.
The event finishes with what will no doubt prove to be a lively and stimulating session on the future of motorsport as representatives from the World Rally Championship (WRC), A1 Grand Prix and the Moto GP series line up to debate their views on the opportunities that exist within motorsport today.
Speaking about the programme, ESA joint chairman Nigel Currie says: "We think that the range of topics being covered at the Congress is informative, relevant and critical to the development of this industry. The Congress has always striven to put together a programme that genuinely delivers insight to those working in the industry, and this year will be no different. We've responded to our growing membership base outside of the UK, and sort to find professionals who can educate, inform and excite our attendees and be representative of the role the ESA now plays as an organisation committed to raising sponsorship standards across Europe."
Also taking place at the Congress will be the 4th ESA European Sponsorship Awards dinner at which the winner of this award will be announced. The award holds great significance for the sponsorship industry as the winner is selected from national sponsorship award winners from throughout Europe. Delegates of the ESA Congress will be able to vote for their winner after listening to the presentations from short listed finalists on the first day, including WRC global sponsor Inmarsat, with the remainder of the decision coming from a voting panel. Short listed finalists include representatives from England, Ireland, Scotland, Spain, Italy, Croatia and Holland. The awards dinner provides a great networking opportunity for the attendees to socialise in a more relaxed environment and has become an integral part of the Congress programme in the last four years. For further information about the event, or to register to attend, please contact event organiser Communicate Sport on + 44 (0) 207 607 5996 or e-mail congress@communicatesport.com
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