The Basisof Rights ManagementAn overview of creating

your proposition.

What’s the difference?

What is rights management?

• Rights management is the process of efficiently

acquiring and using a set of permissions that will

allow a brand to activate a sponsorship asset in order

to engage a customer

Why is rights management important in sports?

• If everyone were to

ignore the legal rights

of each other in this

ecosystem then we

would have no order

in the way in which

the consumer sees

the ownership of

everyone’s property

So how we go about this process?

1. Recap: I look at the property and find out how much

sponsorship is required

2. Strategy: I look at the strategy of how sponsorship will

be acquired

3. Implementation: I go through a transaction

• Rights are sold to me

• I buy rights

1. Recap

3 Main Acquisition Strategies• Tiered Sponsorship

– Share of rights are give more prominence to those

who invest more

• Partnership Strategy

– Multiple partners - equal share of rights to each

partner

• Combination

– Title sponsor with partners

Silver

Sponsor

Gold Sponsor Gold Sponsor Gold Sponsor

Silver

Sponsor

Silver

Sponsor

Silver

Sponsor

Silver

Sponsor

Silver

Sponsor

Platinum Sponsor Platinum Sponsor

Gold Sponsor

Title Sponsor

Tiered Structure

Share of Rights

Partnership Structure

6 Official Partners

Official Suppliers

Share of Rights

BRAND

Combined Structure

6 Official/Hosting Partners

Official Suppliers

Share of Rights

Title Sponsor

2. Strategy

How Do You Choose?

• Size of sponsorship requirement

• Your Profile

• Timing

• Market environment

How do I articulate my rights?

Investment in, return out

Sharing your bag of Standard Assets

• Finite number of asset

• The strategy you choose will determine

how you divide your rights

• E.g. for our requirement of USD 415k,

there are 2 ways to slice it

Silver

Sponsor

Gold Sponsor

USD 30

Silver

Sponsor

Silver

Sponsor

Silver

Sponsor

Silver

Sponsor

Platinum Sponsor – USD 50,000 Platinum Sponsor – USD 50,000

Title Sponsor – USD 200,000

Tiered Structure

Gold Sponsor

USD 30

Gold Sponsor

USD 30

Gold Sponsor

USD 30

10%

20%

40%

30%

Share of Rights

Title Sponsor Branding Benefits• Naming Rights

– Right to use E.g. “Brand X Dubai Calibre 2005 World Cup Final” in anyactivation or leveraging activity conducted by the title sponsor

• Branding Proportion: 40% prominence

– ATL (Above The Line) Campaign

– Online

• Official Website

– Logo

– link,

– Short Company Profile & Acknowledgement (5 lines)

• Ad Campaign

– Logo on back drops and other signage in

• Press conferences,

• Opening and Closing Ceremony Signage/back drop

– Printed Material

– Advertising Event programme

– Venue Branding

• Product Rights Opportunities:

– Possibility of Product Sampling/ Handing of sales brochures

– On-Site Sales

• Experience and Hospitality Opportunities

Exclusive opportunity to meet HH. Sheikh Mohammed Bin Rashid Al

Maktoum and hand shakes

1 Corporate Event – PR days

VIP Parking

Plat. Sponsor Branding Benefits• Naming Rights

– Right to use E.g. “Platinum Sponsor - Dubai Calibre 2005 World CupFinal” in any activation or leveraging activity conducted

• Branding Proportion: 30% prominence

– ATL (Above The Line) Campaign

– Online

• Official Website

– Logo

– link,

– Short Company Profile & Acknowledgement (5 lines)

• Ad Campaign

– Logo on back drops and other signage in

• Press conferences,

• Opening and Closing Ceremony Signage/back drop

– Printed Material

– Advertising Event programme

– Venue Branding

• Product Rights Opportunities:

– Possibility of Product Sampling/ Handing of sales brochures

– On-Site Sales

• Experience and Hospitality Opportunities

1 Corporate Event – PR days VIP

Partnership Structure

6 Official Partners – USD 105,000 each

Official Suppliers

Share of Rights

BRAND

10%

90%

Combined Structure

4 Official/Hosting Partners – USD 30,000 each

Official Suppliers

Share of Rights

Title Sponsor – USD 200,000

10%

40%

40%

Rights Unique

• Must be relevant to the prospect’s industry

• Must be unique and not offered to another sponsor

• May be differentiated by

– Activity

– Time

– Category

– Geography

Paris Gallery Partnership Rights Unique

• Diana Krall to make 1 appearance in Dubai and Abu

Dhabi at Paris Gallery outlets.

• Data Capture

• Photo Opportunity with Group CEO

• Product Showcasing/sampling at the venue

Gitanes Official Supplier Rights Unique

• Product Showcasing/sampling at the venue – space to

construct direct promotion stand.

Etihad Partnership Rights Unique

• Route Endorsement

– E.g. Diana Krall flies with Etihad toToronto

• 1 appearance at press conference announcing

• The concerts

• The new route

• The experience

• The benefits

Sony Partnership Rights Unique

• Have an A/V screen live broadcast courtesy of Sony

• Handset Content

3. Implementation.The buying and selling of rights

Selling rights

Sponsorship Acquisition Process

• Define the Brand Characteristics of the Event/person

• Identify categories which share similar brand attributes

• Shortlist companies within each category

• Adapt sales decks, individualising them for each

prospect

Defining the Sponsorship Landscape

• The Sponsorship Landscape is a simple, but important process, and

it defines which categories will be most receptive to the sponsorship

proposal.

Event

Product

Attributes

Political/

NetworkingBrand Attributes

Lifestyle

Attributes

The Landscape an example

Achieve-ment driven

Commu-nity Spirit

Compas sionate

Youthfu l

Energeti c

Adven-turous

Healthy

Fun

Sponsorship Landscape Examples

IT

Telecoms

Tyres

Lubricants

Imaging

Logistics Hospitality

Timing

Airlines

Automotive

Short-listing Companies

• Research the Market and attempt to profile active

sponsors

• Match them against your sponsorship target

• Take out companies that are totally inactive

• Choose companies that have similar brand

characteristics to the event

SportZ – Motorsport Property AnalysisEquity comparison – German Motorsport Properties

F1 TeamEquity

Presence

Relevance

Performance

Advantage

Bonding

45%

61%

65%

77%

22%

30%

32%

14%

42%

3%

33%

57%

63%

90%

9%

Event attendance inGermany

%

503231302928

252322

107

Bundesliga

Tourde France

WinterOlympics

Summer Olympics

UEFACup

ChampionsLeague

Germany F1 GrandPrix

FIFA World Cup

Deutsch TouringMaster

BerlinMarathon

Porsche SuperCup

The Live Values of F1 Fans in the UKAdventure & Exploration

Safety & Conservatism

Conscience & Spirituality

Self-Interest & Image

83%

68%

41%

37%

90%

79%

64%

60%

7%

9%

Ferrari Williams

%

McLaren Toyota

Source: SportZ 2004 Europe/China/Japan

Company ShortlistingIT

Acer, IBM,

Cisco

(Tele)coms

Etisalat,

Inmarsat

Tyres

BF Goodrich,

Goodyear

Lubricants

Castrol, Enoc

Mobil

Imaging

Kodak, Fuji

Logistics

Aramex, UPS

DHL

Hospitality

Le Meridien

Timing

Seiko, Tag

Airlines

Emirates,

Etihad, BA

Automotive

Nissan, VW

BMW

The Sales Deck• Should contain

– A brief background/history of the event/property

– Should have it’s target audience profile

– Should have its SMP

– Should have the specific benefits for the chosen company (E.g. if it wasa presentation to Emaar, no point in going with a VIK benefit proposal)

– Should have rights unique that demonstrate 1-2 leveraging opportunities

– Should have a cost section that conveys demonstration of relevant value

• It should be personalised to the company as much as possible

• It should demonstrate

– Relevant value, and

– 1-2 Leveraging Opportunities

The Sales Deck• Should contain

– A brief background/history of the event/property

– Should have it’s target audience profile

– Should have its SMP

– Should have the specific benefits for the chosen company (E.g. if it wasa presentation to Emaar, no point in going with a VIK benefit proposal)

– Should have rights unique that demonstrate 1-2 leveraging opportunities

– Should have a cost section that conveys demonstration of relevant value

• It should be personalised to the company as much as possible

• It should demonstrate

– Relevant value, and

– 1-2 Leveraging Opportunities

Selling rights

How we buy sponsorship today

How do you buy sponsorshopKPIs Metric Score

Brand Exposure Number of media opportunities per annum Impressions

Value of those media opportunities AVEs ($)

Quality of those media opportunities Engagments

Value of a media plan $

Marketing Rights Use of athlete imagery $

Use of athletes brand assets $

Merchandise Signed material $

Event opportunities Speaking engagements $ time

Panel engagaments $ time

Personal appearances $ time

Pro- am events $ time

Social Media Fanbase/Follower base Reach

Average number of interactions Engagement

Positive/negative sentiment Brand fit

Brand Fit Values that match

Right personality

Relevant to my programme

Ability to perform in public

Any negative traits

Previous scandals

• A brand will score each section by giving a weighting to what is important to

them

• This overall score generally needs to be above 60% if this is to be

considered for a further conversation

Thank You