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Digitales Rechtemanagement

Insights #1 – Digital Rights Management

In order to identify growth opportunities in sponsorship and hospitality marketing and boost revenue, digital rights management will become indispensable for professional sports clubs and associations in the future.

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The coronavirus crisis, if nothing else, has once again highlighted the enormous importance of sponsorship and hospitality marketing as a stable source of revenue for clubs and associations across all professional leagues and sports.​

In contrast to the significant revenue generated, however, rights holders generally manage their existing rights portfolios using a multitude of manual (Excel) spreadsheets, resulting in suboptimal solutions.

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And this is despite the fact that the number of marketable rights is becoming ever larger and more complex, partly due to the introduction of multi-tiered LED boards and the development of digital advertising rights on the clubs’ websites and social media channels.

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Consequently, a wide variety of inventory and price lists, or tabular sponsor and contract overviews in countless versions, form part of the everyday tools used by the various members of the marketing teams.

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This is already leading to significant marketing potential – and consequently revenue – being left untapped.

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However, as a number of changes in sponsorship are expected in the future, strategic and conceptual sponsorship content (e.g. strategic partnerships focusing on sustainability or digitalisation) is becoming increasingly important, and marketing value is increasingly being created outside stadiums and arenas, optimised rights management will be at least as important for clubs and associations in the future as the introduction and use of CRM systems for a modern sales process.

An overview of the current state of sponsorship and hospitality marketing

  • Usually a club’s most significant source of revenue (particularly outside the DFL leagues)

  • Rapidly growing number of advertising rights (LED, digital, etc.)

  • Major changes expected in sponsorship: conceptual and strategic content, new marketing opportunities outside the stadium

  • Significant growth potential in terms of inventory utilisation and management

  • CRM systems may be in use, but there is no digital rights management

  • Dozens of different Excel spreadsheets, highly prone to errors

  • No standardised data foundation within the marketing team

  • Duplication of work & wasted resources

  • Potential revenue opportunities are being missed

  • Very little automation and a lack of reporting structures

This is because both traditional and new sponsorship rights need to be tracked and managed in order to implement active, data-driven optimisation of offerings and sales performance.

SponsoRights helps clubs and organisations get the most out of their marketing rights

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SponsoRights’ Sponsoring Management System demonstrates what sustainable, digital rights management can look like.

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In SponsoRights, clubs and associations digitally record ALL their advertising rights, including their capacities and league-specific prices, and continuously compare these with the current sales figures.

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This enables clubs to identify at any time which marketing assets have already been sold and need to be implemented, or where potential lies; which rights are still available and can be specifically included in offers; and to optimise sales performance based on data, thereby sustainably increasing the club’s sponsorship and hospitality revenues.

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In addition, all data and the work of the entire marketing team are consolidated on a single platform and made more effective. The current chaos of Excel spreadsheets is a thing of the past, and the uniform and constantly updated data foundation enables further features such as automated reporting for management and committees.

Benefits of digital rights management

  • Brings together all advertising rights, capacities, prices, utilisation rates and availability digitally on a single platform

  • Enables the identification of potential and additional revenue opportunities

  • Lays the foundation for active, data-driven sales management and sales performance optimisation

  • Provides a consistent data foundation across the entire marketing team

  • Streamlines processes and avoids duplication of work

  • Automates reporting and forecasting

The benefits of digital rights management therefore have a positive impact on many areas of sponsorship and hospitality marketing, and will thus become indispensable for clubs and associations in the future if they wish to maximise the value of their marketing rights.

Would you also like to future-proof your rights management? We’re always happy to provide further information and insights into the features of SponsoRights’ digital rights management. Book a demo appointment directly here:

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