When most sports fans sit down to watch a big tournament, few realize that without corporate backing their favourite events would probably not happen.

Almost US$40 billion will be spent worldwide this year by sponsors of sporting events, making it one of the world's biggest businesses.

But for the organisers of both large and small tournaments, finding the right sponsors can sometimes be a nightmare. That's where marketing consultants become invaluable.

In this modern world of high-speed communications and global audiences, getting the right backers is crucial for tournament organisers, whose expertise is more often connected with their sport than with the corporate world of big business.

In Thailand, which stages more big international sporting events than any other South East Asian country, there is now a growing need for marketing consultants to help find sponsors for the many tournaments on the ever-growing annual sporting calendar.

Tournament organisers in Thailand have always found it difficult to convince potential sponsors of the benefits of backing their events, but-to be fair-quite often in the past sponsors received little value for their money.

However, as the tournaments and events have become more professionally run over the years, so too has their marketing.
One of this new breed of professional marketing consultants to set up shop in Bangkok in the past few years is Paul Poole, managing director of Paul Poole (South East Asia) Co., Ltd., who has worked for some of the biggest and highest profile brand names in the world before moving to Thailand and setting up his own business.

Englishman Poole held senior marketing positions at such high profile companies as Wrangler, Levi Strauss & Co, Polo Ralph Lauren and Diesel over a 15-year period before moving to Thailand.
Since starting his own business in Thailand in 2002, Poole has made a big impression in the Kingdom by finding the right sponsors for the right events and delivering value for money and a return on investment to his clients.

"Here in Thailand 10 billion baht (roughly US$330 million) was spent on event marketing activities last year," said Poole. "Sponsorship this year is up more than 10 per cent over last year despite the political instability."
Some people ask why sporting and other events need sponsors?
"The answer is simple," said Poole. "To increase the resources available to the event organizer and ultimately deliver a more professional and enjoyable event for the participant, without increased entrance fees and in some cases reducing or eliminating entrance fees completely."

A good example of the success of a well thought out marketing and sponsorship campaign was seen at the annual Koh Samui Regatta over the past two years with motoring giant Land Rover.

Land Rover not only became a regatta sponsor, but also sent a fleet of their four-wheel drive vehicles and a team of expert drivers to regatta headquarters on Samui. On the regatta's lay-day, when there was no racing, Land Rover offered a driving experience with their vehicles over the rugged mountainous terrain in the middle of the island, and many skippers and crew took part.

The end result was a number of Land Rover sales, which more than covered the cost of the company's sponsorship investment.
"That was a good example of putting the right brand with the right event and maximizing their opportunities and benefits," said Poole. "At the end of the day the regatta organisers had more funds to stage their event and put on a better show and the sponsor increased its brand profile across the region and made a number of sales that wouldn't have been made otherwise. Everyone was happy."

The key to finding sponsors for an event and matching the right corporate backing to events that suit a company's profile is no easy task.

With the print media, particularly newspapers, seeing a big drop in advertising globally, and television stations around the world struggling to attract viewers and advertisers as the internet becomes more popular and widely used, niche or specialty advertising is becoming more and more attractive.

That's where specialists like Poole come into their own. One of the organizations Poole has been closely working with since setting up his business in Bangkok is the Tourism Authority of Thailand (TAT).

"There are big international music festivals, sailing and powerboat events, marathons, triathlons and many other international sporting events being held in Thailand each year, and these events only add to the Kingdom's popularity and reputation overseas, so it makes sense to be associated with the TAT, as it's their job to promote tourism and the country in general," said Poole.

Thailand has a good track record when it comes to hosting international meetings, sports events, seminars and conventions. A number of Asian Games-the region's version of the Olympics-have been staged in Thailand, as well as numerous SEA Games, world championships, and major regional tournaments.

But while the country has the infrastructure, accommodation, venues and an abundance of people willing to lend a hand, it is still a struggle to find sponsors and corporate backing to support these big events.
Nevertheless, with the TAT reporting that the country's tourism industry will generate almost 100 billion baht in revenue next year, or almost US$3.5 billion, a good percentage of that revenue is expected to come from the many "sports tourists" coming to the country.

These "sports tourists" travel to Thailand either to contest one of the many events or to support their teams. A good example was the many fans that recently turned up in large numbers to support their teams in the recent Asian Cup football tournament in Bangkok.

Other events, for example Thailand's five yachting regattas, attract around 250 yachts every year and provide a huge boost to local economies.

Poole and his team are working hard to support some of these events by helping the organisers find backing to make these costly tournaments and competitions viable, and eventually cut the costs for all involved, while delivering value to the corporations who put their names to them.

Event organisers, Image Asia, have worked closely with Poole organizing sailing regattas in Phuket and Koh Samui. "Paul and his team's role is a key component of our drive to create more professionally organized events," said Image Asia managing director, Grenville Fordham, adding, "More and better managed sponsorship is crucial if Thailand's regattas are to attract wider international participation. The right sponsorship doesn't just put a bunch of money in the pot, it adds glamour and credibility-particularly to young, growing events".

Paul Poole (South East Asia) Co., Ltd is an independent marketing consultancy based in Bangkok, Thailand specializing in commercial sponsorship & partnership marketing, working with both rights holders and brands - acting as a catalyst by bringing them together and maximizing the relationship.

The consultancy has packaged, sold and managed sponsorship & partnership opportunities for a wide range of rights holders and worked with many of the world's leading brands to source and engage the right sponsorships & partnerships for them to maximize.

To find out more about sponsorship and partnership marketing,
please contact gren@image-asia.com