The spon­sor’s per­spec­tive

‘In­stan­ta­neous suc­cess’

Cycling Weekly - - NEWS -

Brother UK man­ag­ing di­rec­tor Phil Jones knows a thing or two about spon­sor­ship in cy­cling as the backer of mul­ti­ple teams, races and the provider of neu­tral ser­vice in the UK. He told CW he sees a great op­por­tu­nity in Team Sky for a spon­sor to go straight to the top of the sport.

“I think if money were no ob­ject you’d look at that and say there is a real sense that you could put your logo on the shirt and have in­stan­ta­neous suc­cess. You’ve got a win­ning for­mula and a strong team of riders. If you’ve got £25m free you’d def­i­nitely do it,” he told CW.

How­ever, Jones added that any spon­sor would need to find around £75m-£100m worth of value per year from a spon­sor­ship like that to jus­tify it.

He added that any spon­sor com­ing in would need to com­mit more than the head­line £25m a year to re­alise that kind of value. “Once you’re look­ing at the stakes of an in­vest­ment of $25-30m it’s how you ac­ti­vate that spon­sor­ship be­yond hav­ing the logo on the shirt,” he said, re­fer­ring to ad­ver­tis­ing cam­paigns or other ac­tiv­i­ties that lever­age the spon­sor­ship of the team.

“In all the spon­sor­ships we’ve done, like when we spon­sored teams like Jor­dan and Wil­liams in For­mula 1, when you spend that sort of money they think you [the spon­sor] should be spend­ing around 10 per cent of that on top in ac­ti­va­tion ac­tiv­ity. It’s al­most not in­cluded.”

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