Sponsorship is a major revenue source for every club, and the current front of shirt sponsor for the Warrington Wolves 1st team was due to expire. The market for big name sponsors is tougher than ever in sport and with the Wire needing to obtain a new one, they needed some guidance and insight into finding the best possible partnership.
Warrington Wolves utilise the Jonas Sports Data Hub and Ticketing module. This combination has allowed them to really invest in their data driven CRM strategy and they have been able to develop a single view of their fans. The club wanted to utilise the ‘Single Fan View’ to align the customer profiles of potential sponsors to their own database – this increases the potential for a brand to be seen by more relevant customer segments and is a more targeted sponsorship approach.
With Hoover having recently moved their head office to Birchwood Business Park near Warrington, the club made contact proactively at a networking event and started discussing partnership opportunities. This led to a pitch being arranged to discuss how the two organisations could work together.
The Partnerships Team and the Marketing & Communications Team worked closely to build a compelling story. The Partnerships Team identified the synergies in location and other benefits of working with the club whilst the Marketing & Communications Team utilised data insights and the Jonas Sports marketing team to work on a profiling exercise to identify the synergies between the Hoover customer profiles and the Warrington Wolves fan profiles. Jonas Sports Marketing developed a bespoke insight report with geo-demographic tags that gave a different dimension to a fan profile – i.e affluence, brand affiliation, lifestyle etc.
The partnership was agreed and Warrington Wolves announced that the deal was one of the most significant in the club’s history.
Karl Fitzpatrick, CEO at Warrington Wolves said,
“Warrington Wolves has a proud record of attracting a prestigious stable of official club partners and Hoover is no exception. We will work closely with Hoover to ensure both organisations get the absolute maximum from the partnership.”
A key driver in the successful outcome was the synergy in data profiles and the insight Warrington Wolves were able to share with Hoover, resulting in a significant investment for the club.
Anthony Peart, Director of Brand & Communications at Hoover Candy Group said,
“Hoover and Warrington Wolves share a passion for performance and being the very best at what we do, which is why we have invested considerably.”
For more information on how Jonas Sports can power your sponsorship acquisition process, get in touch.