British sports marketing body under threat ahead of launch
By John Reynolds, marketingmagazine.co.uk, Tuesday, 29 January 2013 08:00AM
The proposed umbrella marketing body set up to pool commercial rights across UK sports will be 'killed off' if it does not attract major sporting associations, according to its boss, Sir Keith Mills.
The former deputy chairman of LOCOG and founder of Air Miles and Nectar has created the British Sports Marketing Bureau (BSMB) to act as an ‘interface’ between brands and the sports sector.
It aims to help brands better target consumer groups, while allowing smaller associations access to big sponsors that previously have tended to be attracted to the most popular sports, such as football.
Mills is currently canvassing support for the venture. However, there is rumoured to be opposition to the body from several prominent sports, such as athletics and cycling, which reportedly believe that their commercial prospects would be better served by remaining independent.
British Athletics – formerly UK Athletics – and British Cycling are understood to feel they would be more successful without the support of the BSMB. British Swimming is also thought to have concerns.
Speaking to Marketing, Mills admitted there is a danger the BSMB may not get off the ground if high-profile sports stay away. ‘If one or two don’t come in, that’s fine. If we’ve got the vast majority, we’ll press the button. If there are five or 10 that don’t come in, then it’s not viable,’ he said.
‘We have the government, Sport England, UK Sport and all the big organisations behind us, but we do need to have sport [itself] behind us. I’m pretty confident [the different sports] will [back us], but if they won’t, we will put it back on the shelf sadly and sport will be the loser.’
This article was first published on marketingmagazine.co.uk
- Mid Weight Planner - ATL Daniel Marks London £30-£50K + Excellent Benefits, Central London
- Digital Senior Sales Manager - Leading Ad Tech Business Ultimate Asset £40000 - £50000 per annum + 100% COMMISSION , London
- Brand Partnerships Sales Manager Ultimate Asset £30000 - £35000 per annum + excellent commission & benefits, London
- Agency Sales Manager - SPORT Ultimate Asset £30000 - £35000 per annum + competitive commission, London
- Artworker - Mid-Weight Major Players £26000 - £28000 per annum, North London
- OgilvyOne loses BA business
- Iris and Cheil big winners at MAA Best Awards
- Campaign Viral Chart: Pepsi tops Coke with Jeff Gordon test drive
- Twitter attracts more ads, but rates tumble 67%
- Greenpeace protests outside Saatchi & Saatchi London office
- Facebook research finds 42% switch device mid-activity