Sophie Morris, Co-Founder & Director of Sponsor View, has been elected Chair of the European Sponsorship Association (ESA). Sophie succeeds Andy Westlake, who has stood down after six years at the helm of the not-for-profit membership association. Serving as an ESA Board Director for the past seven years, Sophie Morris has led the production…
Details
Millharbour Marketing has rebranded as Sponsor View to better reflect the research services that we now offer and the contribution we make to improving the world of commercial partnerships. The company was founded in 2013, originally providing strategic marketing and sponsorship consultancy for brands, suppliers and rights holders. In 2021, the company introduced a new…
Details
In-depth, face-to-face methods are the way to go but not all are suitable. Receiving sponsor feedback can be critical for rights holders to remain relevant, valuable and trusted. Having a precise understanding of what sponsors think of their offering and their service gives them the clarity necessary to improve and increase their value proposition and…
Details
The complexity and the importance of sponsorship relationships require more sophistication and depth of insights. In over 20 years in strategic marketing, a lot of things have changed but the constant we’ve seen in every successful company that keeps evolving and thriving is that they put a lot of effort into understanding their customers. …
Details
Proactivity and an analytical approach are the basis to excel in managing sponsorship relationships. Rights holders know the importance of having a good understanding of their sponsors’ satisfaction. A lot of effort goes into managing these relationships and they want to ensure that, when entering the renewal window, the conversation is as linear as possible…
Details
Sponsors believe that service should be a fundamental part of the rights holder’s value proposition. Through the first-of-a-kind research on sponsorship service conducted in partnership with Loughborough University London, we showed that sponsors attribute significant importance to the service level they receive from rights holders. We also contextualised its importance and found that it is…
Details
Service is central to sponsorship – it affects performance and trust. The data gathered in our three-year study on sponsorship service¹ paints a very clear picture. Sponsors are fully aware of the importance that the service received from rights holders has on the success of their sponsorship investment. In a previous article, ‘The role of…
Details
Our global study shows the increasing importance of service to sponsors. Why investigate sponsorship service Between 2018-2021, we conducted the ‘first of its kind’ research¹ to define what constitutes sponsorship service and the role it plays in the commercial relationship between sponsors and rights holders. In this global study with leading sponsors – conducted in collaboration…
Details
Sophie Morris, Director of Millharbour Marketing (now Sponsor View) has been reappointed to the Loughborough University London’s Institute for Sport Business (ISB) Advisory Board for a second term. Sophie was one of the founding members and has part of the ISB since 2015, advising on its world class research and teaching activities. Loughborough University London…
Details
Sophie Morris, Director of Millharbour Marketing (now Sponsor View) gave an opening presentation at SponsorLive – The European Sponsorship Association Summit on sponsorship trends and the latest ESA research into sustainability in sponsorship. As part of ESA’s ongoing research, members throughout Europe were asked about their views on and commitment to sustainability. 96% of sponsors…
Details