A smarter approach
to sponsorship.
With 30 years of experience, I provide independent strategic advice for brands on how to harness the power of sports sponsorship.
Sport can be an incredibly powerful marketing platform.
It’s dramatic, it’s exciting, it’s authentic and it connects with people like virtually nothing else.
Brands can harness this to build awareness, increase trust, shift perception, engage customers, and more.
But it can be easy to get it wrong...
I work with brands to develop the right strategy for sports sponsorship.
So, whether you are new to sponsorship, need some help making sense of the partnerships you already have, or are struggling to effectively leverage them, I can help.
“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.
How I help
I work with brands of various sizes and across different sectors and geographies.
The work I do is always bespoke, but tends to fall into one of these three areas:
Sponsorship Strategy
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 Strategy
Brands often have the right sponsorships in place, but aren’t activating them in a way that achieve the desired objectives.
I’ll develop an activation strategy designed to make better use of your assets, authentically engage your audience and land your message.
It all starts with data
The days of companies making sponsorship decisions based on gut feel or by reacting to a sales pitch are over, or at least they should be.
Using the powerful Global Web Index data platform, I can build up a detailed picture of the interests, values, attitudes and behaviours of your audience, and understand how they engage with sport.
This insight underpins the creation of strategy for identifying the sponsorship opportunities that are right for your brand, not just the ones that happen to be available.
Why me?
I’m Eddie May and I’ve spent 30 years working in sports marketing and sponsorship.
I’ve been on your side of the table as a brand-side marketer, managing high-profile sponsorships and activation campaigns. I’ve also founded and run agencies, working with global brands.
But since 2018 I’ve been working independently, using my experience to help clients make sponsorship work for their brand and their business.
This means that when you hire me, you work with me. You don’t get handed over to a junior team with no real experience.
I only work on behalf of brands. I don’t represent any rights-holders (teams, leagues, federations or events) which means I can provide completely objective advice to you, with zero conflict of interest.
