Michael Sher: "People's emotions are the main asset of sports sponsorship"
Within the framework of the PM Education educational project, one of the best marketers in Europe, Michael Sher, vice-president of Sports and Entertainment at MediaCom, spoke to the Ukrainian sports community. Another Sports Talk Club, organized by the brand Parimatch with the support of Tribuna.com and Xsport, was devoted to the topic of sports sponsorship.
Sports Talk Club guest Michael Sher has been working in the sports sponsorship market for more than 20 years. Among his clients are not only international companies American Airlines, Shell, Allianz, Indeed, Sony, Toyota, Coca-Cola, P & G, VW, Subway, but also the "stars" of world football including Mr. Pele.
Despite his vast international experience, Michael knows the Ukrainian market perfectly, since he was born and studied in Kiev. Michael mentioned in his lecture that sponsorship can be several times more effective than direct advertising and brands are looking for the possibility of "deep" communication with consumers. It's also important to understand today that if you don't have CRM , you don't have a future. And a comprehensive analysis of the task of a potential partner and the ability to think strategically is especially important now.
"We are pleased that Ukrainian clubs, leagues and federations have been given the opportunity to hear structured information about how to communicate with sponsors and compare it with their experience. The Ukrainian sports business market is relatively young, so international practices and advice are very valuable. Parimatch brand continues to support Ukrainian sport. We set ourselves the task to help the sports industry of Ukraine become stronger after quarantine and are confident that knowledge and professional skills contribute to this", – said Vadim Misyura, a representative of the Parimatch brand.
Michael Sher's entire performance is at the link:
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