: Thu Feb 26, 2009 10:18 am
Lister/Gutter
Its a 2 way street, its the brand proposition from the club and the those benefits for a sponsor.
Clubs position themselves in many ways, and finding like minded sponsors is the Holy Grail.
The problem for Quins is that they have no brand proposition. Other than being a televised support, there is no wider sporting attraction to RL in London which is the extended market. What is the demographic of the support? Are you all upper class, degree educated, public School, Telegraph readers or Lower/Middle class, state educated Sun readers?
The sponsor will look at the immediate people they will attract, the fans. But if the club has no 'distinct' fan base identified, then the sponsor will wonder who infact they are targetting.
E.g. Conde Naste Traveller magazine, Veuve Clicquot Champagne and Sunseeker yachts will never sponsor Hull FC - simply because there isnt a single person in the fan base who will use or buy those products.
Those same companies are more likely to be found at Cowes sailing week and Guards Polo club.
The Holy Grail now is - who would you consider to be the ideal sponsor for Quins RL?
The 2 way street occurs when the club tries to sell themselves. Hull FC could sell themselves to Veuve Clicquot Champagne, but if they arent interested in the fan base - then they wont buy. Simply because Hull FC might have a blank shirt, doesnt mean the companies will bite!
