integrated approach to sustainable funding
TRANSCRIPT
FUTURE PROOFINTEGRATED APPROACHYOUR SPORT AND YOUR ATHLETES THROUGH AN
E V E R Y S P O R T S O R G A N I S A T I O N M U S T R E A D T H I S
TOSUSTAINABLEFUNDINGSOURCES
SHOW METHE MONEY(NO, REALLY,WHERE IS IT?)
”I'd love that for our athletes /organisation / coaches....but there’sno budget for it"
Well....we’d be rich and they'd still be scratchingtheir heads and feeling frustrated.
The reality is there ARE funds available, anabundance really, but not from the traditionalsource like the government, and those companieswho felt it was their 'duty' to sponsor aka donate tosport.
THE TIMES THEY ARE...... ALREADY CHANGED.
SO NOW IT’S TIME FOR CHANGE WITHIN OUR SPORTS ORGANISATIONS….
If we had a dollar for every time we hear.
Shared knowledge, resources and actionenable growth and sustainability.
Imagine if your organisation was connecting into aneducated and receptive network of businesses whounderstand the commercial value of investing in sport.
These companies not only enable you through financial investment, but contribute directly and indirectly to other funding streams such as athlete sponsorship, and through increased participation levels andperformance results.
Within your immediate network are individuals who have incredible value to offer, and in turn can bring increased value to your organisation. Athletes and staff are in integral part of your commercial relationships, and can contribute and attract significant value.
CONNECT THE DOTS IN YOUR NETWORK
WHY INTEGRATE
Limited or reduced government funding.
Sports organisations are limited in what they can offer to theirathletes in terms of resources, equipment, coaching and whatthey can offer to their staff in terms of pay, career developmentand support.
Short term funding 'windows' make it almost impossible to plan ahead, and certainly not much beyond 12 months. This puts pressure on achieving immediate results, which is not sustainable and is often the antithesis to achieving medium-long term success.
Inability to plan ahead due to uncertainty about funding.
Athletes struggling financially. Organisations unable to assist.
Too many athletes are stressed out about money, and this impactsnot only their performance and wellbeing, but their ability to stayin sport at all. This removes aspirational role models and seniorleaders within sport.
THEISSUES
THE REAL ISSUE
Sports organisations aren’t currently taking a holistic approach to creating sustainable revenue streams.
Those seeking sponsorship, partnerships and corporate involvement are having separate conversations and not working collaboratively.
They are all seeking better ways of creating and maintaining valuable, meaningful and lasting commercial relationships.
WE’RE WORKING IN SILO’S.
• Organisation wide understandingand involvement in funding strategies
• Active network between the organisation,the athletes, and businesses.
• Shared working knowledge of benefits andmechanics of commercial partnership options.
• A clear understanding of the mutualbenefits available to all parties.
• Power of positive influence of athletes on businessobjectives of sport and commercial partners.
• Using vision and values alignment toidentify potential network partners.
WHAT’S MISSING
W E B E L I E V E T H E S O L U T I O N R E Q U I R E S A N
INTEGRATED APPROACHLED BY SPORTS ORGANISATIONSAT A LOC AL, RE GIONAL OR NATIONAL LE VE L
When a sports organisation, it’s staff, athletes and the businesses in their network have a shared understanding and vision, they can work together to come up with optimised strategies and purposeful activations.
Creating this network is key to a sports organisation’s sustainable funding strategy.
Over time they can learn together rather than having to constantly reinvent the wheel each time, and going in cold every time a commercial relationship is sought.
CREATE THECONNECTIONS
SPORTATHLETE BUSINESSPROVIDING UNIQUE VALUE
Athletes have so much tooffer and can be actively
involved in thedevelopment and
maintenance of valuablecommercial relationships.
Too many athletes are forced to seek
unsustainable funding suchas crowdsourcing and
donations.
CONNECTING AND LEADING
Sports organisations candiversify the ways in whichthey generate revenue to
fund their people andprogrammes.
By taking a holisticapproach and being theepic entre of commercial
connections, they benefit inthe short and long term.
By investing in strategic actions now, we create solid
foundations for funding certainty in the future.
FUNDING AND OPPORTUNITY
Businesses of all types andsizes can gain incrediblevalue through sport and
athlete investment.
Many don't know the valueon offer, or have only
experienced theone directional
relationship of providingfunding with little to nothing
in return.
THE MAIN PLAYERS
Athletes have opportunities for personal and professional development and support through their sports organisationand businesses in the integrated network.
Sports organisations can develop valuable relationships within a business network, drawing on the wealth of commercial value they can offer in return.Businesses create
commercially valuable relationships with sports and
athletes, that support their external and internal
business activities.
Education is the key….each stakeholder must understand how to identify their own
commercial value and that of each other.
Create a Legacy ofSustainable Funding
andImproved Performance
SPO
RT
ATH
LETE
BUSI
NES
S
Develop inhouseand network
wide knowledgeand resources.
Sharedunderstandingof options andbenefits thatcommercial
relationships offer.
Streamlined andefficient practices.
Create anenvironment that
enables and encourages
creative thoughtand development
of ourorganisations.
Underpinned by solid foundations of aligned VISION and VALUES
EDUCATION COMMUNICATIONCOLLABORATION INNOVATION
THE GAME PLAN
Establish ongoing dialogue between
stakeholders.
Sharing knowledge and
experiences ensures successful integration and sustained results.
Establish goals and values of
stakeholders to create shared
vision.
Working in unity and with common
goals allows for effective
partnerships.
VISION AND VALUES DRIVENThis alignment can open the door to new, sustainable and hugely successful partnerships, where the commercial objectives of all stakeholders are the goal.
VisionThis defines 'where we are going’, and once defined for each stakeholder, we can create an overall aligned vision to work towards together.
ValuesThe principles that govern who we align with and how we work together to achieve our vision.
CREATING ALIGNMENT
INVESTMENTandtheabilitytoplanlongterm,capacitytotakeperformancetothenextlevel,inspireandengagethenextgeneration.
ENABLEStheestablishmentof alegacyofsuccess,continualandstrategicgrowthandasustainedpathway.
ALIGNEDFOUNDATIONS
INTEGRATEDNETWORK
+ = +
EVEN SMARTIES HAD TO GET SMART(I)ERAdapting and growing are a vital part of every organisation.
Smarties first hit the shelves in England 1937 as Chocolate Beans and cost 2 pence.
They were renamed Smarties a year later and repackaged in the iconic tube.
The original tube became a hexagon in 2005 theplastic lid was dumped for a cardboard fliptop.
Brown Smarties were coffee flavoured until 1958and blue Smarties which were axed amid healthfears over the colouring in 2006, made a comebacktwo years later thanks to natural colouring from seaweed.
In the Second World War, the sweets were madewith plain chocolate because of a milk shortage.
Strategic change at the right time future proofs us.
COMMERCIALRELATIONSHIPS OFFER
BENEFITSBEYOND JUSTFINANCIAL
By developing valuable relationships and sustainable practices, we create solid foundations for future growth.
INTEGRATED NETWORKSLEAD US TO MORE
OPPORTUNITIES
Deloitte Singaporefully funded thebook, whichcontained uniquecontent from bothorganisations.
Print and digital booksprovided to thousandsof athletes.
Extensive media coverageacross Asia in excess of 10million people reached.
Through their combined network,a large media launch wasarranged, with author VickieSaunders in attendance.
Wanted their athletes to learn how to getsponsored.
Identified this book as lowcost, easily delivered andhigh impact option.
Reached into their existingbusiness network (Spex) toseek a project partner tocreate a cobrandedversion of book.
CASE STUDY
SINGAPORE SPORT - THE NEW KIDS ON THE BLOCK
L O W C O S T – H I G H I M P A C T – L A S T I N G C H A N G E
INDIVIDUAL ATHLETE SPONSORSHIPBENEFITS SPORTS ORGANISATIONS
FINANCIALLY SECURE ATHLETES
CONNECTIONS AND OPPORTUNITIES
NETWORK AND PROFILE
PROFESSIONAL DEVELOPMENTSKILLS, EXPERIENCE AND KNOWLEDGEImproves behaviour and contribution during sport and smoother transition out of sport.
Professional behaviours and skills of athlete can be harnessed by sport.
VALUABLE RELATIONSHIPS DEVELOPEDRelationships with community and business lead to further opportunities.
Network development and opportunities created for sport through individual relationships of athletes.
SUSTAINED TO FULFILL POTENTIALHigher level of participation and ability to immerse themselves in sport, lower stress and drop out rates, improved performance.
Increased participation in sport, from grass roots to podium, improved results at all levels.
POSITIVE PROMOTION AND ACTIVITIES Increased awareness of athlete through sponsorship activations, media and community involvement.
Positive impact on awareness and reputation of sport, will lead to higher participation and increased fan base.
THE RELATIONSHIPS ATHLETES FORM WITH BUSINESSES CAN SUPPORTA SMOOTH TRANSITION INTO LIFE AND A CAREER AFTER SPORT
REPUTATIONS OF SPORTS ORGANISATIONS CAN BENEFIT FROM ATHLETE SUCCESS AFTER SPORT!
AVOID THE CRASH( O F T E N H I D D E N , S O M E T I M E S P U B L I C , A LW A Y S D E V E S T A T I N G )
TRUEINTEGRATIONSave the competition for the sports fieldWe believe that true integration happens when open dialogueand shared learning goes beyond your immediate network.
We encourage shared learning between national organisationsand local clubs, different sports, and all around the world.
The opportunities are abundant, and the more education andconversations that happen, the more we will each connectwith the funding sources that are right for our organisation.
Be part of the global change, create a ripple....or a big wave.
W E PRACTISE W HAT W E PREACHCOLLABORATE
"We couldn't not writethis paper!
Working all around theworld, the challenges I see in sport are so oftenaround money....and if we address that I believe the change we can create will be incredible and lasting.”
"Strong foundationsensure you can outlastany challenge, weatherany storm, and set aboutachieving success.
We know funding isabsolutely critical, notonly to creating yoursuccess but also insustaining it."
Fraser CameronCHANGING STRIDE
Vickie SaundersTHE SPONSORSHIP
CONSULTANTS