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A win-win situation : how to build a successful corporate
partnership program
Tuesday 20.09.16
Theme Parks and Sponsorship/Partnership: key success
factors
Carlos Cantó
CEO SPSG Consulting and Investment
Associate Professor ESADE Business School
Tuesday 20.09.16
“IT IS EASIER TO GO DOWN THE HILL
THAN UP, BUT THE VIEW IS MUCH
BETTER FROM THE TOP”
Carlos Cantó – Sept 2016
3
Carlos Cantó
[email protected]
Coordinator and Associate Professor “Sports Business” and “Emerging Markets”
SPSG
CEO, SPSG Consulting and Investments
Co-coordinator Spanish Marketing Association – chapter “Sports”
Vice President, Lagardère Sports Consulting
Vice President, IMG Consulting
Head of Communications and Director of Studies area, Cegos
Partner-Consultant, CONSULTUR
BBA+MBA (CEMS, HEC), ESADE (1990)
Carlos Cantó – Sept 2016
SPONSORSHIP
Sport: circa 75% of total amount of money invested in Sponsorship
Source: Statista
Carlos Cantó – Sept 2016
SPONSORSHIP
Part of the Marketing - Mix, Sponsorship is focused on
the relationship between a brand and an asset/property
“RENT”
“ASSET”
TIME
Carlos Cantó – Sept 2016
LEVERAGE
SPONSORSHIP
1. Objectives (Why?)
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2. Assets (What?)
Increase number of clients / customers
Clientele loyalty
Awareness
Brand repositioning
Internal communication / Motivation
Recruitment process improvements
B2B relationships
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New products launch
CSR
Distribution expansion
New markets expansion
Increase revenue
Etc.
4. ROO Evaluation
3. Asset Management (How?)
OBJECTIVES
STAKEHOLDERS
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CLIENT / CUSTOMER
EMPLOYEE
PURVEYOR
SHAREHOLDER
DISTRIBUTION
CHANNEL
» MEDIA
» INSTITUTIONAL
VARIABLES
‘Asset’
SALES PROMOTIONS
INDICATORS
MONITORIZING
Carlos Cantó – Sept 2016
SPONSORSHIP






No- saturation (compared to some traditional
advertising channels)
Integrated
Differentiation (communication)
Aligned with demand/clientele lifestyle (leisure,
sport, culture, entertainment, public services, …)
Non-Intrusive
Experiential Marketing
INVESTMENT:


Carlos Cantó – Sept 2016
RIGHTS
ACTIVATION
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Sponsorship, beyond Sports:
 Theme parks and amusement
 Music
 Culture
 Public services
Trends
 Partnership
 CSR flavor
 Unique content
 Activation against seasonality
THEME PARK SPONSORS
How more likely (number of times)
Automotive cars
Heavy equipment&machinery
How more likely a brand
category is to sponsor a
theme park compared to
any other type of brand?
Beverages alcoholic
Travel/Restaurant
Financial services/retail
Personal care
Beverages non-alcoholic
Food
0
2
4
6
8
10
12
How more likely (number of times)
Carlos Cantó – Sept 2016
Source: IEG, 2014
FERRARI WORLD ABU DHABI
- Case study -
Carlos Cantó – Sept 2016
FERRARI WORLD ABU DHABI
- Case study OPPORTUNITIES
CHALLENGES
» From scratch
» Expectation: market anticipation and
eagerness
» Amazing structure (design and function)
» F1 GP in Abu-Dhabi
» Tifosi
» Sponsors of the Ferrari Scuderia (first right,
Ferrari sponsorship gathering, …)
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Carlos Cantó – Sept 2016
The brand
Everybody’s first time
Too much market eagerness
“Ambush” marketing threat (Ferrari vs
Ferrari World)
» Coordination (Aldar – Ferrari – Farah
– IMG – etc.)
FERRARI WORLD ABU DHABI
- Case study » Anticipate and manage expectations
» Centralization of Sponsorship activity (from
conception to implementation - delivery)
» Clear operational objectives
» Main benefits for sponsors:
» Understand sponsors objectives
(communications-marketing, etc…)
» Use of the park / assets
» Holistic packages: combination of Aldar
» Integration of the brand into the ride
properties (FWAD + other hotel, academies,
(FWAD)
golf course, etc.)
» Sponsorship activation (handbook, team, etc.)
Carlos Cantó – Sept 2016
FERRARI WORLD ABU DHABI
- Case study » Great brands – Great values (ie PepsiCo – Shell – Rolex
– FGB – CNN - etc…)
» Over achieved economic target
» Sponsors across the board (not only FWAD)
» Great relationship with Ferrari
» Established a first ever holistic sponsorship project in the
Middle East
!
….and the journey was enjoyed
Carlos Cantó – Sept 2016
PortAventura
world
- Case study -
Carlos Cantó – Sept 2016
PortAventura world
- Case study -
Carlos Cantó – Sept 2016
PortAventura world
- Case study OPPORTUNITIES
CHALLENGES
» PAW: one of leading resort in Europe
(4M visits per year)
» Ferrari Land: not opened yet (first Ferrari
theme park in Europe)
» Multi-target resort (families, Ferrari Tifosi,
youth, business)
» Sponsors of the Ferrari Scuderia (first
right)
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Carlos Cantó – Sept 2016
Existing parks
Existing sponsorship program (basically, F&B)
Ferrari Land: under construction (April 7, 2017)
“Ambush” marketing threat (Ferrari vs Ferrari
Land)
» Economic situation (but recovering)
PortAventura world
- Case study -
Carlos Cantó – Sept 2016
PortAventura world
- Case study Branding
On-line
PR
Income generation
Promotions
Tryvertising
Hospitality and
experiences
» Other
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Carlos Cantó – Sept 2016
KEY SUCESS FACTORS
 Sponsorship vs Partnership
 “Suppliers” (Food and beverage, …)
 From a brand perspective
 Holistic – integral approach (beyond visibility: sales, hospitality, promotions, multi-target,
exclusive content, money-cannot-buy experience, income generation, etc).
 Activation within and outside the Resort-Park
 Activation against seasonality
 Multi-target approach
 From a property perspective
 Adaptation to sponsor´s needs and objectives
 Activation team (coordination, management)
 “Everything is possible”
 Understand visitors preferences
 Revenue generation opportunities for the brand
Carlos Cantó – Sept 2016
Thank you
Carlos Cantó – Sept 2016