Wednesday, October 30, 2013

Ahoy, Floorball Sponsor-ships are fun!


Sponsorship sounds boring - but you know what - most ships are rather interesting, so also this vessel to move things ahead. ;-D

You can categorize Sponsors according to many different ideas. We think the one that make the most sense is the divide between the different drives of the motivation within the sponsor themselves. Or, the answer to the question why they would like to sponsor Floorball?
And this can be divided into four main areas of interest. But even if we claim that this is true - it is also true that even if as we say a specific company for instance is a "survivor sponsor" - it does not mean that their own survival is always directly linked to the survival aspect of the motivation behind the sponsorship. A "survivor" can very well also have motivation from the other three dimensions of motivation behind a sponsorship. But the survivor is most often a bit more under pressure to perform we think.

Here is a model we think illustrates a bit how we see this.

Sponsors of Floorball and their main reasons to support the sport


Since the WWFC 2013 is movin' closer let us look at the main sponsors for this event as an example. Just first remember most sponsors focus often on more than one thing - often from the micro to the macro level. A sponsorship may span from individual sponsorships, to teams/clubs to Federations in "organizational terms" or in "happening terms" from awards, via events to tournaments etcetera. But we will not explore that area too much in this post since it relates more to the exchange between investments and returns. Today we want to focus on motivators mainly.

The WWFC 2013 is sponsored by; http://www.ceskapojistovna.cz/ an insurance company, http://www.asics.cz/ a shoe company,  http://www.gerflor.com/ a flooring company, http://www.swerink.se/ a sport board company, http://www.unihoc.se/ floorball equipment, http://ostravamestosportu.cz/, a local sport campaign, http://www.ostrava.cz/cs the city of ostrava, http://www.brno.cz/uvodni-strana/ the city of brno, http://www.kr-moravskoslezsky.cz/ and http://www.kr-jihomoravsky.cz/ are both regional governmental agencies.

If we first look at the five last, the cities and the regions, we suppose their motivators are tied more to what we call charity and image sponsoring. We suppose that they offer several support services that makes the wwfc run smoothly as well as they want some spot lights shone on them. Swerink and Unihoc are companies we would like to classify mainly as survivor sponsors. To them Floorball activities are their main lively-hood - and without Floorballs own health they would not survive - but it is true that the image dimension as well as the revenue and the charity aspect appeals to them too. The companies Asics and Gefloor are not dependent upon Floorball and they are mainly the revenue sponsors in this group. They see the potential to directly boost their own business with their sponsorship. Of course the image aspect is very appealing to these companies too.
Ceskapojistova the insurance company is the only company that we would classify directly as belonging to the Image motivator as of above. Their business will most likely not directly be affected by an WWFC, they would survive without Floorball and revenue changes due to Floorball will not happen this year. But they are in desperate need of a cool and vibrant Image for their future business.

Just for fun - if we would look at a minor tiny tournament somewhere else - remember if you need sponsors - your best chances is probably to aim for sponsors first in the charity group. These will help out because they like you and they do not expect too much in return.

Oh, our WWFC reasoning as of above exclude both the IFF and the Czech National Floorball Federation - even if they are listed as sponsors by the organization - we think they have too much of their own fingers in the cake - to be seen as real sponsors.

Our conclusion of this reasoning is that it must be of the utterly most important interest of Floorball as a sport to build its own brand (hey, this goes for clubs and players too) since it is only with an utterly strong brand the sport of Floorball can attract the most vital and dynamic (read rich and willing to invest) sponsors. We aim to dive into how to build a brand too and any brand's most important marketplace - in another post soon.
But to gain the very most interesting sponsors Floorball should aim to multiply the numbers of sponsors - with a deep interest in the Image motivation aspect of sponsorships. To do that best - the offer - the brand of the sport - can not be compared to itself. Floorball must be seen as a much stronger alternative as compared to other sports - but also other image-building events.

This is a huge task - but also the only viable way forward in strong winds with strong competition - it is just like sailing a ship.
Say, is not sponsor-ships cool? ;)
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Caution

Research suggest that eye-injuries are more common in Floorball as compared to Tennis, but less common as compared to Squash (similar to Racquetball).
To minimize this risk of injury Floorballcentral recommend: Use certified protective eye-wear (mandated in many European areas for the youth). Do not lay down on the court. Follow the rules strict on stick height.

Also if you get addicted to this sport - do not blame us!