Build a smarter sponsorship strategy
With 30 years of experience, I develop insight-led strategies to help brands fully harness the power of sports sponsorship.
Sport is an incredibly powerful marketing platform for brands.
It’s dramatic, it’s real and it connects with people like virtually nothing else.
You can harness this to build awareness, increase trust, shift perception and grow your brand.
But it’s easy to get it wrong.
How I help
I work with brands of all shapes, sizes and sectors, at different stages of their sponsorship journey:
Strategic
Framework
For brands new to it, sports sponsorship can be a confusing arena, with a danger of making expensive mistakes.
I’ll put together a complete, data-led strategic framework for how to make sponsorship work for your brand, and how to measure its impact.
Portfolio
Audit
It’s common for brands to end up with a collection of sponsorships in place, but no cohesive strategy behind them.
I’ll help you to make sense of what you’ve already got, understand how well you’re using those assets and create a plan for the future.
Activation
Impact
For brands that have the right sponsorships in place, but aren’t activating in a way that moves the needle on your objectives.
I’ll develop an activation strategy designed to make better use of your assets, authentically engage your audience and land your message.
“Eddie helped us to understand how our audience engages with sport, and built a strategy for how Levi’s could authentically connect with them in the future.”
Rhod Evans. Brand Experience & Content Director – Europe, Levi Strauss & Co.
About me
I’m Eddie May and I’ve spent 30 years working in sports marketing and sponsorship.
I’ve been a brand-side marketer, managing high-profile sponsorships and activation campaigns. I’ve also started, built and exited from a 50-person agency, working with global brands.
In 2018 I decided to step away from managing a team of people and focus on using my expertise to help clients in a more strategic, direct and hands-on way.
I work exclusively with brands in sponsorship. I don’t represent any rights-holders, which means I can provide 100% objective advice on harnessing the power of sport to grow your brand, with zero conflict of interest.
It all starts with data
The days of sponsorship decisions being made on gut feel or by reacting to a sales pitch should be over.
Combining your own data with insights from the powerful Global Web Index platform, we can understand the interests, values and behaviours of your audience, and how they engage with sport.
This underpins the strategy for identifying sponsorship opportunities that are right for your brand, not just the ones that happen to be available.
