Gawain Davies is Chief Commercial Officer at Euroleague Basketball, overseeing brand partnerships, events, ticketing, merchandising and licensing for the elite professional basketball ecosystem in the EMEA region. That ecosystem spans 52 professional men's teams, including clubs such as Real Madrid, Barcelona and Bayern Munich, and some of the most passionate fans in sport.
In this live recording from Cannes, Gawain joins us to discuss what brands really get from sports sponsorship, how fan passion turns into community and commercial value, and what FMCG companies should do before walking into a partnership conversation.
Tune in to hear about:
- What brands can learn from the World Cup, from crowded mix zones to Motorola's limited-edition phone that came with a ticket
- Why fans are loyal to their clubs first, and how that creates communities that brands can tap into
- Why sponsorship is no longer a "chairman's deal", and why he talks about return on objectives as much as ROI
- Why bespoke packages are replacing off-the-shelf deals, with rights bought globally and activated locally
- Why Euroleague cut its sponsors from over 30 to 16
- How rights holders are building their own platforms and data, and what that means for brand budgets
- What he wants brands to bring to a first meeting
Watch on YouTube: https://youtu.be/kSrj3mSbhis
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Audio Mixing by Modest Ferrer
Voice Acting by Jason Martorell Parsekian
Disclaimer
The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
