Priceless possibilities: Making the most of any sponsorship opportunity

 

MasterCard is an official sponsor of arts, entertainment and cultural events, or ‘properties’, around the world – The UEFA Champions League, the PGA Tour, The BRIT Awards, The GRAMMY Awards and the 2015 Rugby World Cup are just a few of the high profile sponsorships that have elevated MasterCard’s brand awareness and engagement worldwide.

Nicola Grant is the Head of UK & Ireland Marketing at MasterCard.

 Nicola Grant

For Nicola Grant, Head of UK & Ireland Marketing, sponsorship isn’t just about tagging an event with a logo. It’s about really connecting people to the brand, through the medium of a priceless event – an experience that not only increases brand awareness but that ties back to the use of the cards to drive preference.

MasterCard’s Rugby World Cup 2015 sponsorship is a great example. The campaign featured a smart mix of promotions and competitions designed to ignite fans’ passions – but also introduced contactless payment across all 13 host venues. This practical solution was an apt reminder of the convenience and efficiency of the product.

Sponsorship isn’t limited to major global events, of course. Opportunities exist at all levels, from one-off projects that give grass roots support to your local community, to larger scale national events. All can offer real and lasting value.

In this film, Nicola shares her tips and insight for businesses of any size and sector to leverage the opportunities that sponsorship can provide.

Watch the film

Nicola Grant’s top three ways to make the most of any sponsorship opportunity:

  1. Land your product, not just your logo

    Plan beyond awareness and make sure your campaign demonstrates the strength of your core product.

  2. Get immersed

    At MasterCard, we organise immersion sessions for both sides, so a sponsorship property gets an immersion session in our brand, our values and our objectives – and vice versa. You need mutual trust and understanding to make the most of the opportunity.

  3. Think beyond the numbers

    Sponsorship can be a significant investment, so you need to choose wisely and plan your budget carefully. But it’s not just a financial exchange – the more time and energy you invest in each other, the greater the potential result.

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