PwC has forecast an average annual growth rate of 5.3% in sports sponsorship worldwide through to the year 2015. Total revenues from sports sponsorship globally are expected to grow to a total of US$45.3 bn by 2015.
In EMEA (Europe, Middle East and Africa), the rate of growth in sponsorship revenues is also predicted to be 5.3% through to 2015.
Sponsorship represents an extremely important revenue source in certain specific geographies. In the BRICS countries, for example, sponsorship, as compared to gate receipts, broadcast rights and merchandising, represents the biggest component of the sports market.
What are some of the trends behind these numbers?
Whilst the rationale for why companies decide to invest in sports sponsorships varies widely, but the key motivation is no longer just about maximising brand visibility and awareness, but is also about gaining deeper and more emotional engagement with fans and staff, and even managing the internal and external perception of the sponsoring company.
PwC Russia’s Sochi 2014 Paralympic partnership motivations and results
The staff engagement component was one of the key pillars of PwC Russia’s holistic approach to maximizing the value of its Sochi 2014 partnership.
As official professional services provider to the Sochi 2014 Organising Committee, PwC Russia took great pride in the integration of its consultants directly into the Organising Committee itself to help carry out over 200 consulting projects over five years as part of the planning, preparation and staging of the Games. The exclusive opportunity for PwC specialists to work on (and contribute over 200,00 consulting hours to) “National Project No.1” served as a key motivation of the partnership, which PwC in turn marketed to the business community, to students and recruits, and internally to its people in Russia and around the world.
PwC immediately signed on as a partner of both Sochi 2014 Olympic and Paralympic Games in March 2011. “Since becoming a Sochi 2014 partner, we have observed that the Paralympic component of our partnership has been an equally important if not greater source of employee engagement as the Olympic component,” said Evgeny Otnelchenko, PwC Russia Partner and Sochi 2014 Programme Leader for PwC.
How does PwC measure employee engagement?
Every year we administer a Global People Survey across the PwC network. Within this survey, we measure employee engagement through an instrument called the People Engagement Index. The People Engagement Index includes four questions that measure the pride, satisfaction, advocacy and commitment of our people.
Results in Russia of our Engagement Index score have been consistently high during the past three years (since we announced our Sochi 2014 partnership and launched our internal activation programme), remaining at approximately 70% positive response rate for each of the questions within the Engagement Index. For example, the response rate to the question “I am proud to work at PwC” has increased from 71% positive in 2010 to 77% positive in 2013.
As another testament to employee engagement, over 50 PwC employees signed up to serve as volunteers to the Sochi 2014 Games. Many of these corporate volunteers signed up specifically for the Paralympic Games – including the only PwC volunteer to come from outside of Russia, who came over from the United States.
Many of those who signed up to volunteer for the Paralympics did so as a direct result of our internal partnership activation campaign, the most representative example of which was our PwC Paralympic Town Hall held to mark 500 Days to the Sochi 2014 Paralympics.
PwC’s Paralympic Town Hall was held in the PwC Moscow office to promote the Paralympic movement among employees and introduce them to four Paralympic athletes who appeared as guest speakers: US Paralympic athlete Chris Waddell (12-time ski medal winner over four Paralympic Games) and Russian Paralympic athletes Olesya Vladykina (Sochi 2014 Ambassador, and 2008 and 2012 swimming champion), Sergey Shilov (Sochi 2014 Ambassador and six-time cross-country ski champion) and Ivan Goncharov (Sochi 2014 Our Champion project participant, and two-time cross-country ski and biathlon medalist). [For more information on this event please see http://www.pwc.ru/en/press-releases/2012/paralympic2.jhtml]
Said Evgeny Otnelchenko, “We at PwC Russia believe that our investment in partnership with the Sochi 2014 Paralympic Winter Games has been very successful overall and particularly in terms of fostering genuine employee engagement. We are very proud to have made a contribution to what we hope and believe will be the best Paralympic Winter Games to date.”
To learn more about PwC’s partnership with the Sochi 2014 Organizing Committee, visit our website at http://www.pwc.ru/sochi2014.
PwC Russia (www.pwc.ru) provides industry-focused assurance, advisory, tax and legal services. Over 2,400 professionals work in our offices in Moscow, St Petersburg, Ekaterinburg, Kazan, Novosibirsk, Krasnodar, Voronezh, Yuzhno-Sakhalinsk, Rostov-on-Don and Vladikavkaz. We share our thinking, experience and solutions to develop fresh perspectives and practical advice to open up new vistas for business. PwC refers to the PwC network and/or one or more of its member firms, each of which is a separate legal entity. The global network of PwC encompasses more than 184,000 people in 157 countries.
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