Sponsors spurred away from tradition

As Tottenham Hotspur made their entrance to the group stage of the UEFA Champions League last week the occasion highlighted more than a lack of killer instinct in closing out matches. Due to the unique nature of the club’s sponsorship deal, software infrastructure group Autonomy holds shirt sponsorship rights for the Premier League, whilst bank and asset management firm Investec is the shirt sponsor for domestic and European cup competitions. As such, Spurs looked somewhat different last Tuesday night.

The arrangement is a first for a Premier League club, bringing additional revenue to the organisation at the start of a pivotal season, yet some have argued that the deal exploits those who matter most – the supporters. Indeed, the facts present an initially damning case: the Spurs website is offering two versions of all three club shirts, meaning there are six to choose from at £45 each.

A closer examination of the details, however, presents an entirely different case. On top of the cash-boost provided by dual sponsorship, Spurs have given themselves an extra, high-profile corporate partner. With the squad now participating in the Champions League, the opportunity to extend the brand to the furthest corners of Europe and the wider world has never been timelier.

An intriguing question thrown up by this arrangement, however, concerns brand ownership. When there is one shirt sponsor for all competitions, there is a clear and distinct association between the club brand and its benefactor. To some extent, the sponsor ‘owns’ the brand, becoming synonymous with the club and its activities.

When sponsorship is divided this ‘ownership’ is diluted, and there is potential for each sponsor’s message to lack force, preventing cut-through with key stakeholders. To minimise the risk of this happening, sponsors must use all possible channels to gain maximum value for their money. Correct and efficient use of both digital and social media is crucial here; by fully utilising these channels co-sponsors can ensure that they are still seen as partners to the brand. If sponsors are willing to engage with non-traditional media to reach stakeholders, dual sponsorship can become a very attractive proposition.

Ronan Joyce