National Sponsor of Womens Hockey

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• National Sponsor of Womens Hockey

Eoghan ÓNeachtain Public Affairs Manager
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• ESB at a Glance
• Leading Irish energy utility
• 9,000 staff
• 1.9million customers
• 90,000 new connections in 2005
• Issue 11.3million Bills annually
• National Contact Centre handle 4 million calls
  annually
• ESBI operating in over 40 Countries Worldwide

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ESB Group includes the following Businesses
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Sponsorship in Perspective

• Sponsorship the fastest-growing form of
  Marketing.
• Worldwide Brand marketers will spend close to 50
  billion on sponsorships in 2006 (4.3 billion in
  1990)
• Companies more and more having to justify the
  returns on the investments

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ESB and Sponsorship

• Each year ESB receive thousands of requests for
  sponsorship (formal submissions, letters, verbal
  etc.)
• For a company like ESB, with a limited spend on
  sponsorship, it is important that the
  sponsorships selected fit with
• Brand Strategy
• Core Values
• Provide a measurable return on investment
• In the past 18 months ESB reviewed total
  Sponsorship strategy
• Reduced our Sponsorship Portfolio from 28 to 4

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Why we chose Womens Hockey to Sponsor

• Good fit with our Brand (All Ireland,
  Progressive, Successful, Large communityetc)
• Good timing we were approached at the time of
  our Sponsorship review and were looking around
• Professional approach of the Irish Hockey
  Association impressed us

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How do you Get Sponsorship?

• Gaining a good Sponsor is not easy (remember a
  one off donation is not sponsorship)
• Dont confuse fundraising with Sponsorship
• Companies view sponsorship as an investment
• What can you give them in return?
• A Good Sponsorship involves forming a
  relationship between both parties
• Goals can be in tandem and both can gain from the
  Sponsorship

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So How do you get Sponsorship?

• In a local community look locally
• Look for a good fit (are your hockey community
  potential customers of the proposed sponsor?)
• What are the benefits for the sponsor?
• Good Will
• Branding opportunities?
• Events to bring clients?
• Events to Speak At ??
• Research your proposed sponsor and put together a
  professional sponsorship package bearing in mind
  that they will want a return on their investment

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ESB also has to work on its Sponsorships

• Sponsorship is not about just passing over a
  cheque
• Average support spend can be as much as twice the
  sponsorship fee
• For Womens European Championships
• Radio Advertising
• Media sponsorship placement
• Branding of Pitch
• Branding of International Kit
• Current Plans
• TV Advertisement
• Print Advertisements
• Pitch-side branding at certain clubs
• Total branding of all International kit extras
• Promotion of Hockey through ESB Media (EM)

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A successful Sponsorship should provide a win /
win situation for all

• Organisation wins
• for development, promotion etc
• raising of profile of Sport/Event
• increased participation (players/supporters)
• Sponsor wins
• Sponsorship reflects well on Brand
• media opportunities (Brand associated with
  events/success)
• event opportunities (clients/customer/staff)
• branding opportunities (players/grounds/programmes
  )

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Why Sponsorships Fail?

• Most sponsorships fail because of inability to
  provide a measurable return on investment!
• ESB review of Sponsorship (28 to 4)
• When tested many Sponsorships were delivering no
  value to ESB
• Some required additional resourcing above
  fee/support
• Company has to justify spend to its Board
• Value is measured by
• Awareness
• Fit with Brand
• Media Profile
• Added Value

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Eoghan Ó Neachtain
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