Event Focus: Brand Optics - Is technology the future? - November 2005  

The 15th European Sponsorship Association (ESA) Annual Congress, held in Rome towards the end of November, will take a close look at the role which technology is playing for both rights-holders and properties in today’s competitive sponsorship marketplace. ‘Brand Optics: The vision for sponsorship’ will play host to some of sports most innovative technology users and will focus on how both rights-holders and sponsors can gain from insightful and effective use of technology.

Taking part in the Congress, and assessing the role of technology in sponsorship will be Mark Turner, CEO of Offshore Challenges. Perhaps best known for his successful negotiation and management of Ellen Macarthur’s sponsorship portfolio he will look at how technology can increase the impact of sponsorship through drawing on his experience of the sailing market. The session will review how niche sports have had to grab the opportunity technology brings with both hands in order to compete for the sponsorship dollar with other, more high-profile sports such as soccer. Describing their use of technology as being akin to creating a ‘virtual stadium’, Mark will tell Congress delegates how he sees technology developing and its importance as a lifeblood to less high-profile sports seeking sponsorship.      

Epson and the IAAF

The Congress will also enjoy looking through the microscope at how sponsors have applied technology to create and sustain meaningful consumer relationships that can take sponsorship beyond simply promotion into potentially a life-long relationship with the fan. Speaking on this topic will be Antonio Verga of Epson Technology - a company which is one of the few sponsorship companies in the world that has positioned itself truly at the heart of its sports property. In creating measurement tools used in major IAAF events, Epson has taken sponsorship that extra mile, enabling it to showcase and develop its brand in the minds of its customers and stakeholders. Antonio Verga reveals how Epson has capitalised on the relationship to enhance the viewer and spectator experience, and what impact the use of technology in athletics meetings has had on the image of Epson by end consumers, trade partners and B2B stakeholders.
The ESA Congress will continue to draw on key lessons from the European Sponsorship industry, and the event promises to be a vibrant and informative learning opportunity for attending delegates with some great networking opportunities too!

To find out more about the Congress, please contact event organisers Communicate Sport on + 44 (0) 207 607 5111 or on the web at www.esacongress.org or via e-mail to catherine@communicatesport.com

Going Mobile Seminar

Meanwhile, the latest ESA Evening Seminar Series event is already off to a great start with over 30 delegates registered to date for, ‘Going Mobile’ on 10 November, looking at the mobile sector and considering what value it has for the sponsorship industry, and the best mechanisms for activating it. What can a sponsor or rights holder expect to gain from using this technology as part of a
sponsorship programme and what are the potential pitfalls?

Programme

5.30: How does mobile technology connect with the sponsorship industry,
and what do consumers really want? This session includes research findings
from sports fans that have revealed how they use their mobiles and what they want to receive on them. Paul Wright, managing director, Aura Sports

6.00: What is the potential of mobile technology? This session reviews
the various opportunities that mobile technologies offer in terms of content
capabilities and customer offerings. How has technology evolved in recent
years, and what is the future? Steve Wallage, sports commercial manager, Orange

6.45: Refreshment Break

7.15: Case Study: Mobile magic - we look at an example of mobile
technology in action, reviewing its key strengths as a sponsorship
activation tool. Our case study is delivered by Vodafone, which review its
relationship with sport and how it has used technology to support its
sponsorship.

8.00: Q & A: Our panel of mobile experts answer your questions

8.15: Event Close

Tickets are priced at only £55+VAT each for ESA members (£40+VAT each for four or more tickets; £80.00+VAT Non ESA Members). To book your company’s places, contact organiser Communicate Sport on + 44 (0) 20 7607 5111 or email Catherine@communicatesport.com

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