module-intro

Sports sponsorship infuses more emotion into your brand than any other communication platform.

Are you thinking about getting into sports sponsorship? We have the answers to any questions you might have. As Germany’s leading sporting rights marketing agency, we would be happy to introduce you to the world of sports sponsorship.

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Sponsorship brings long-term benefits to your brand.

Sports sponsorship lets brands create emotional content and become an integral part of fans’ daily lives. 86% of the decision-makers mention that sponsoring improved brand and corporate communication.

86%*of the companies have improved brand and corporate communication through sponsoring.
  • The majority of sports sponsorship activities are beneficial to the corporate objective of ‘social sustainability’, in which we strive to be the top employer.
    Georg van der Vorst Ehem. Former Head of Sponsoring, Marketing and Media Cooperation, Deutsche Bahn
  • Our partnership with the BVB 
has helped us 
reach our target group.
    Stefan Haver
 Head of Corporate Communication and the Board Office, EVONIK INDUSTRIES AG
  • Sports sponsorship has always been an
integral component of Commerzbank’s marketing
activities.
    Uwe Hellmann
 Head of Brand Management, Commerzbank AG
  • Authentic and thus credible sports
sponsorship is beneficial when establishing a
brand and retaining customers.
    Philipp Koch-Gombert Sponsoring Consultant, REWE Group
  • Sports sponsorship – especially football sponsorship – is highly relevant to Opel’s brand awareness and profiling activities.
    Michael K. Theis  Former Head of Brand Communication and Sponsoring, Adam Opel AG
  • Football is perfect for us because it’s equally exciting to men, women and children, it strongly champions community, and it is a major topic of discussion at the dinner table.
    Alexander Schmolling Head of Marketing, Popp Feinkost GmbH
Source: statista.de
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Our partners’ communication objectives.

Image

Brands that are active in sports sponsorship are more likeable, more relevant and better trusted among fans. We call this the “emotional uplift”. Not only were we able to demonstrate this effect in a qualitative market research study, but we have also quantified it.

Awareness

Whether among top target groups or the population at large, boosting brand awareness is a traditional strength of sponsorship. In an age of fragmented media consumption, it is becoming an increasingly frequent unique selling point in sport.

Maintaining B2B contact

Professional infrastructure, special occasions and memorable experiences: the fervour surrounding sport makes for the perfect hosting platform for forging new business relationships and strengthening existing ones.

Tapping new target groups

Sponsorship can overcome dialogue obstacles and enables organisations to reach their target groups before and even after purchases are made, provided the platform has maximum target group overlap. (Ensuring this is one of our all-time favourite activities.)

Corporate social responsibility

Nutrition, health, youth empowerment and sustainability (to name a few): professional sport provides companies in a range of economic sectors with authentic ways to implement CSR measures.

Employer branding

Sponsorship is becoming an increasingly important tool in the so-called war for talent. It is used for recruiting new employees or retaining existing employees who have been with the company for a long time.

*The company logos are fictitious examples of active sponsors with the corresponding communication goal.
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TV advertising for your brand in the stadium.

Football stadiums offer a range of possibilities to place your brand on TV. We would be happy to consult you in person on the most effective advertising material for your purposes. We have put together a short overview of the different options for TV advertising here.

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How we quantify your brand sponsorship.

Broadcast time (BT)

The broadcast time, is the time in which the event or club to be evaluated, is featured in coverage. This includes press conferences, sports magazines, training segments and live matches.

Actual playing time (APT)

The actual playing time is a subset of the broadcast time. This only includes broadcast segments in which clips from the match are shown. In other words, the APT is the time when the ball is rolling.

Sponsorship contacts

Calculation of the sponsorship contacts compares the visibility achieved by an advertising message for the sponsor to the audience share of broadcast (in millions) in which the sponsor was visible. For this purpose, the reporting period is standardised to 30 seconds. This is always calculated per broadcast.

Example:
Brand X gets 120 seconds of brand visibility on the Saturday evening broadcast of Sportschau, which reaches 4 million television viewers.

  1. 120 seconds/30 seconds comprises 4 adverts (30 seconds each)
  2. 4 adverts x 4 million viewers corresponds to 16 million contacts
  3. Brand X therefore reaches 16 million contacts through its presence on the Saturday evening broadcast of Sportschau

Cost-per-thousand (CPM)

This calculation indicates the price the sponsor has paid to reach 1,000 people in relation to its visibility at a certain sponsorship amount. The results specify the CPM a sponsor can reach with its activities.

Example:
A sponsor pays 1.2 million euros for its sponsorship activities and generates 1.8 billion sponsorship contacts.

(1.2 million euros x 1,000)/1.8 billion = 0.67 euros)

Advertising Value (AVE)

In this form of calculation, the visibility achieved for the sponsor is related to the advertising prices of the broadcast in which the visibility was achieved. The advertising prices are calculated using appropriate TCPs and official reaches, or are taken from official price lists from the broadcaster or their marketer.

Example:
Brand X is visible for a total of 120 seconds in a broadcast for which a classic TV ad would cost 2,000 euros per 30 seconds.

  1. 120 seconds/30 seconds comprises 4 adverts (30 seconds each)
  2. 4 adverts x 2,000 euros = 8,000 euros
  3. Brand X would have to pay 8,000 euros for the same amount of visibility in the broadcast. Brand X’s presence in this broadcast therefore has an advertising value of 8,000 euros.

Quality Index (Qi)

Calculating the advertising value QI ensures the quality of sponsor visibility is taken into account when compiling sponsors’ data. The advertising value QI measures sponsor visibility according to five criteria. The purpose of this weighting is to evaluate the sponsors’ presence not just quantitatively, but also qualitatively.

The following factors influence the QI:

  1. The size of the advertisement on the screen (on-screen share)
  2. The position of the advertisement on the screen (central vs edge)
  3. The number of advertisements or logos of a brand visible at one time
  4. The average length of an advertisement’s visibility sequence
  5. An impact factor is defined, based on qualitative market research studies, that gives advertisements with greater influence (e.g. jersey, LED perimeter boards) more weight than advertisements without as much influence (e.g. static perimeter boards) on the viewer.
Broadcast time (BT)
more
Broadcast time (BT)

The broadcast time, is the time in which the event or club to be evaluated, is featured in coverage. This includes press conferences, sports magazines, training segments and live matches.

Actual playing time (APT)
more
Actual playing time (APT)

The actual playing time is a subset of the broadcast time. This only includes broadcast segments in which clips from the match are shown. In other words, the APT is the time when the ball is rolling.

Sponsorship contacts
more
Sponsorship contacts

Calculation of the sponsorship contacts compares the visibility achieved by an advertising message for the sponsor to the audience share of broadcast (in millions) in which the sponsor was visible. For this purpose, the reporting period is standardised to 30 seconds. This is always calculated per broadcast.

Example:
Brand X gets 120 seconds of brand visibility on the Saturday evening broadcast of Sportschau, which reaches 4 million television viewers.

  1. 120 seconds/30 seconds comprises 4 adverts (30 seconds each)
  2. 4 adverts x 4 million viewers corresponds to 16 million contacts
  3. Brand X therefore reaches 16 million contacts through its presence on the Saturday evening broadcast of Sportschau
Cost-per-thousand (CPM)
more
Cost-per-thousand (CPM)

This calculation indicates the price the sponsor has paid to reach 1,000 people in relation to its visibility at a certain sponsorship amount. The results specify the CPM a sponsor can reach with its activities.

Example:
A sponsor pays 1.2 million euros for its sponsorship activities and generates 1.8 billion sponsorship contacts.

(1.2 million euros x 1,000)/1.8 billion = 0.67 euros)

Advertising Value (AVE)
more
Advertising Value (AVE)

In this form of calculation, the visibility achieved for the sponsor is related to the advertising prices of the broadcast in which the visibility was achieved. The advertising prices are calculated using appropriate TCPs and official reaches, or are taken from official price lists from the broadcaster or their marketer.

Example:
Brand X is visible for a total of 120 seconds in a broadcast for which a classic TV ad would cost 2,000 euros per 30 seconds.

  1. 120 seconds/30 seconds comprises 4 adverts (30 seconds each)
  2. 4 adverts x 2,000 euros = 8,000 euros
  3. Brand X would have to pay 8,000 euros for the same amount of visibility in the broadcast. Brand X’s presence in this broadcast therefore has an advertising value of 8,000 euros.
Quality Index (Qi)
more
Quality Index (Qi)

Calculating the advertising value QI ensures the quality of sponsor visibility is taken into account when compiling sponsors’ data. The advertising value QI measures sponsor visibility according to five criteria. The purpose of this weighting is to evaluate the sponsors’ presence not just quantitatively, but also qualitatively.

The following factors influence the QI:

  1. The size of the advertisement on the screen (on-screen share)
  2. The position of the advertisement on the screen (central vs edge)
  3. The number of advertisements or logos of a brand visible at one time
  4. The average length of an advertisement’s visibility sequence
  5. An impact factor is defined, based on qualitative market research studies, that gives advertisements with greater influence (e.g. jersey, LED perimeter boards) more weight than advertisements without as much influence (e.g. static perimeter boards) on the viewer.
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TV broadcasting formats.

The Bundesliga broadcasts your brand on TV 24/7.

09:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
00:00
Friday
Sky
18:30
2. Bundesliga Live
Ø 0,08 Mio.
Ø 0,2% MA
Sky
18:30
2. Bundesliga Live Conference
Ø 0,13 Mio.
Ø 0,6% MA
SPORT1
22:30
Ø 0,19 Mio.
Ø 0,9% MA
Sky Sport News HD
22:30
Ø 0,04 Mio.
Ø 0,2% MA
DAZN
20:30
Bundesliga Live
09:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
00:00
Saturday
Sky
13:00
2. Bundesliga Live Conference
Ø 0.22 Mio.
Ø 2,1% MA
Sky
13:00
2. Bundesliga Live
Ø 0,09 Mio.
Ø 0,5% MA
ARD
18:30
Sportschau
Ø 4,14 Mio.
Ø 20,5% MA
Sky
18:30
Bundesliga Live
Ø 0,85 Mio.
Ø 4,2% MA
ARD
18:30
Sportschau
Ø 4,63Mio.
Ø 21,1% MA
ZDF
21:45
Das aktuelle Sportstudio
Ø 2,16 Mio.
Ø 13,1% MA
Sky
15:30
Bundesliga Live
Ø 0,26 Mio.
Ø 1,0% MA
Sky
15:30
Bundesliga Live Conference
Ø 0,82 Mio.
Ø 5,9 % MA
09:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
00:00
Sunday
SPORT1
9:30
Bundesliga Pur
Ø 0,45 Mio.
Ø 5,0% MA
SPORT1
9:30
Bundesliga Pur
Ø 0,15 Mio.
Ø 2,1% MA
Sky
13:30
2. Bundesliga Live Conference
Ø 0,20 Mio.
Ø 1,6% MA
Sky
13:30
2. Bundesliga Live
Ø 0,09 Mio.
Ø 0,4% MA
DAZN
13:30
Bundesliga Live
Sky
15:30
Bundesliga Live
Ø 0,63 Mio.
Ø 3,8% MA
Sky
18:00
Bundesliga Live
Ø 0,73 Mio.
Ø 3,0% MA
Sky Sport News HD
19:30
Ø 0,22 Mio.
Ø 0,2% MA
Third Programs
21:45
Bundesliga
Ø 2,95 Mio.
Ø 9,3% MA
09:00
13:00
14:00
15:00
16:00
17:00
18:00
19:00
20:00
21:00
22:00
23:00
00:00
Monday
DAZN
20:00
Bundesliga Live
Sky
20:30
2. Bundesliga Live
Ø 0,23Mio.
Ø 0,8% MA
RTL Nitro
22:15
100% Bundesliga
Ø 0,21 Mio.
Ø 1,2% MA
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module-hospitality

Hospitality – your brand in B2B.

More than just an admission ticket.
Exclusive catering, personal service and VIP seating with the best view of the pitch.

What is Hospitality?

A Hospitality/VIP invitation is more than just a ticket: it’s your access to an exclusive fan club and business network. From employee incentivisation to maintaining or forming business relationships, Hospitality is diverse and effective. 72% of VIP guests generate business through the networks in the Hospitality areas. Take advantage of this unique platform by diving into the fervour surrounding the sport and give your customers, business partners and employees an experience they won’t forget.

Questions and answers about the topic hospitality, compliance and criminal law can be found here.

Business seats

Business seats combine the exclusive seating in the Hospitality area with the exclusive seating in the stadium’s main stand. You have your regular seat inside and outside, as well as access to all of the amenities about two hours before and after the match. This includes high-end catering, B2B networking opportunities and, on request, your own table and parking space. You will also be in close proximity to the players and club officials.

Boxes

An exclusive box for up to 20 people is like your personal living room in the stadium. You and your guests can enjoy an open view of the pitch from your box’s glass window, with a door leading straight to your balcony seating. You can arrange your box to best present your brand, and even place your logo on the front of the box so that it can be seen from inside the stadium. High-end catering, personal service, access to all of the other Hospitality areas, and personal parking are included, and your box is furnished with television sets. You can even use your box for company events, meetings and more on non-match days.

What is Hospitality?

A Hospitality/VIP invitation is more than just a ticket: it’s your access to an exclusive fan club and business network. From employee incentivisation to maintaining or forming business relationships, Hospitality is diverse and effective. 72% of VIP guests generate business through the networks in the Hospitality areas. Take advantage of this unique platform by diving into the fervour surrounding the sport and give your customers, business partners and employees an experience they won’t forget.

Questions and answers about the topic hospitality, compliance and criminal law can be found here.

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Business seats

Business seats combine the exclusive seating in the Hospitality area with the exclusive seating in the stadium’s main stand. You have your regular seat inside and outside, as well as access to all of the amenities about two hours before and after the match. This includes high-end catering, B2B networking opportunities and, on request, your own table and parking space. You will also be in close proximity to the players and club officials.

more
Boxes

An exclusive box for up to 20 people is like your personal living room in the stadium. You and your guests can enjoy an open view of the pitch from your box’s glass window, with a door leading straight to your balcony seating. You can arrange your box to best present your brand, and even place your logo on the front of the box so that it can be seen from inside the stadium. High-end catering, personal service, access to all of the other Hospitality areas, and personal parking are included, and your box is furnished with television sets. You can even use your box for company events, meetings and more on non-match days.

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Virtual stadium tour

Experience our clubs’ Hospitality areas on a 360° tour and get a first impression of the exclusive atmosphere.

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We are the digital sport agency.

Our aim is to create the best digital fan experiences in sport together with rights holders and sponsors. We combine our extensive sponsorship expertise with the digital expertise of developers, strategists, data specialists, ad server experts, campaign managers and editors.

01
Concept & creation

We develop individual ideas and concepts that will inspire fans of your brand. From the idea to selecting the channel and planning and launching the campaign, we are on the ball as your partner.

02
Influencer & athlete marketing

From micro-influencers to social media stars, winter athletes to pro footballers, we develop concepts and broker partnerships with fascinating social media celebrities and pros from the world of sport for your brand.

03
Partnerships with national sport portals

We reach sport fans through all relevant channels. To holistically activate your sport sponsorship, we establish partnerships with national, far-reaching sport publishers like 11Freunde.de, SportBild.de and SPOX.com.

04
Microsites, ad serving & campaign management

Guessing games, digital Advent calendars, “Man of the Match” voting or your own individual microsite – we have solutions to perfectly round off your digital sponsorship. Our in-house campaign management and monitoring makes sure your campaign runs smoothly and you reach your sponsorship goals.

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Club portfolio.

Lagardère Sports arranges valuable partnerships across the spectrum of sport marketing – from stadium advertising and jersey sponsorships to hospitality programmes and media rights. Our core business in Germany is football. We are presently a proud overall marketing partner of 16 professional football clubs, including Borussia Dortmund and Hamburger SV.

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Sport sponsorship from A to Z

GLOSSARY

  • a
    • Ad impression (AI)
    • Ad server
    • Advertising media/TV contacts
    • Advertorial
    • Asset
    • Ad impression (AI)
      Ad impressions are advertisement retrievals on an ad server.
    • Ad server
      Data-based system for the provision, management and measuring of online advertisement space (e.g. from a club website).
    • Advertising media/TV contacts
      TV reach > time of coverage in relation to the number of viewers.
    • Advertorial
      Advertorial combines the words advertising and editorial; adverts are designed in a way that the reader does not recognise them as such, conveying the credibility of an editorial. Springer Gabler Verlag (publisher): Gabler Wirtschaftslexikon, keyword: advertorial
    • Asset
      Valuable good, advertising right.
  • b
    • B2B
    • B2C
    • Banner advertising
    • Barter deal
    • Branded content
    • B2B
      Business to business (business contacts/network).
    • B2C
      Business to customer (e.g. sponsor to the customer/fan).
    • Banner advertising
      Banner advertising, or display advertising, is a relatively broad definition for all types of online advertising that can be inserted into normal online content. This is the most common form of advertising on the internet.
    • Barter deal
      When one company exchanges goods/services for the goods/services of another company.
    • Branded content
      Content (film or video) uploaded to the internet with the purpose of establishing a positive association with a brand.
  • c
    • Campaign
    • Content
    • Conversion rate
    • Corporate identity (CI)
    • CRM system
    • Crossmedial
    • Campaign
      Entirety of advertisements and their implementation in selected media and advertising areas in a designated time frame. Source: Gabler Wirtschaftslexikon
    • Content
      Content encompasses all forms of online material. This includes text, images, videos and other formats. Source: https://onlinemarketing.de/lexikon/definition-content
    • Conversion rate
      The conversion rate is the ratio of website visitors to completed transactions. It is also used to determine how many visitors have made a so-called lead. The number of visits and the number of transactions made are used to calculate the conversion rate.
    • Corporate identity (CI)
      The identity/recognisability of a company/brand based on its brand image, colour, language, presence, etc.
    • CRM system
      Customer relationship management (internal customer and project database).
    • Crossmedial
      Of or pertaining to various platforms/media (TV, online, print, etc.).
  • d
    • Digital channels
    • Digital channels
      The entirety of a club’s digital channels (website, app & social media).
  • e
    • Engagement rate
    • Exclusivity
    • Engagement rate
      The engagement rate measures interaction on social media fan pages. It shows the percentage of fans that react to updates/posts by commenting, sharing or liking and serves as a qualitative metric for communities or fan groups.
    • Exclusivity
      When a sponsor is granted exclusivity with a rights holder (club/association), no other company from the same industry can be a sponsor with this rights holder.
  • f
    • Face
    • Feed
    • Face
      Salesperson responsible for a customer.
    • Feed
      Specific groups of markets (e.g. DACH region) in which a sponsorship, for example, is booked -> e.g. TV feed (EMEA, DACH, North America, etc.) with virtual advertising.
  • g
  • h
    • Hospitality
    • Hospitality
      Hospitality is the term used for any services in and around the VIP areas at stadiums.
  • i
    • Imagefit
    • Inventory
    • Imagefit
      Link/coordination between advertising rights and customer profile.
    • Inventory
      The total quantity of available opportunities/placements for online advertisements on a website, with a marketer or in a network.
  • j
  • k
    • KPI
    • KPI
      Key performance indicator; metrics (such as TV contacts) by which the performance of a particular activity is measured
  • l
  • m
    • Main sponsor
    • Microsite
    • Mobile header
    • Mobile live content presenter
    • Mobile splash
    • Main sponsor
      The main sponsor is part of an exclusive circle of companies in the Bundesliga. As the club’s most important partner, its logo is featured on the jersey breast.
    • Microsite
      A microsite is a small website that often serves as a supplement to a larger internet presence. These microsites often host club campaigns – such as polls or prize draws – in cooperation with a sponsor. (Source: https://www.omkt.de/microsite/)
    • Mobile header
      Incorporation of logo in the header of a club’s mobile app (often only possible as the app’s presenter). Visible upon every page impression.
    • Mobile live content presenter
      Presentation/sponsorship in a single content section in the live ticker of a club’s app, for example when a goal is scored or a player is substituted.
    • Mobile splash
      Incorporation of logo on the home page of a club’s mobile app (often only possible as the app’s presenter).
  • n
    • Naming right
    • Naming right
      The naming right refers to a specific exclusive sponsor’s right to name a stadium, viewing area or similar feature.
  • o
    • Outfitter
    • Outfitter
      A club’s outfitter is a company that provides clothing and equipment like jerseys, training attire and shoes.
  • p
    • Page impression (PI)
    • Persons reached
    • Point of sale (POS)
    • Power pack
    • Presenting
    • Page impression (PI)
      A page impression refers to every time a page is opened. An internet user visiting four pages of a website corresponds to four page impressions.
    • Persons reached
      Indicates the reach of a post on social media pages like Facebook and Twitter, and thus how many people were exposed to a certain piece of content.
    • Point of sale (POS)
      Where a product is sold (store, stadium shop, etc.).
    • Power pack
      The video animation is designed to make the first and second rows of perimeter boards appear as one large TV perimeter board.
    • Presenting
      A presenting refers to media support by the respective rights holder. The sponsor is highlighted in the segment through the integration of a logo, an advertisement or text (e.g. “brought to you by”).
  • q
    • Quality index (QI)
    • Quality index (QI)
      Weighted advertising value, taking into account factors like size and visibility of the sponsorship.
  • r
    • Re-Live
    • Rights holder
    • Rotation
    • Re-Live
      Repeat of a live or delayed TV broadcast.
    • Rights holder
      A club, association, team, person, etc. who holds the rights to advertisements, for example, that another person or agency markets.
    • Rotation
      The disposition of online advertisements on a website or within a network at the discretion of the marketer. The advertisement is displayed according to available inventory and does not have to appear consistently throughout the duration of a campaign or on all formats.
  • s
    • Section sponsorship
    • Section sponsorship
      The sponsorship in certain section of a website, such as the news section or the youth team page. A special type of advertisement is often used for this and placed in the heading.
  • t
    • Tagging
    • Testimonial
    • Tagging
      The designation of projects, customers or topics in a CRM system.
    • Testimonial
      A public person who explicitly promotes a brand/company.
  • u
    • Unique selling proposition (USP)
    • Unique user
    • Unique selling proposition (USP)
      What makes a product or service stick out among other competitors.
    • Unique user
      The indicated reach of online content (e.g. a club website or app). This refers to the number of different internet users that viewed certain website content within a given time frame.
  • v
    • Virtual advertising (VA)
    • Virtual advertising (VA)
      The incorporation of digital content on the TV perimeter board that differs from the national TV signal (feed) in other TV markets with a different feed.
  • w
    • Whitepaper
    • Whitepaper
      An overview of services, standards and technology. This includes all user descriptions, case studies and market research findings.
  • x
  • y
  • z
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get in touch