Link Telecom and Worcester Warriors
Objectives
1.Generate new business with schools, other educational establishments and businesses through the association with professional rugby clubs’ community work
2.Negotiate the best available deal with the clubs to generate the maximum exposure and correct vehicle to promote the Link Telecom brand
3.Provide the rugby club with a competitive solution for all of its telecoms requirements
Strategy
Research, recommend and negotiate new community partnerships in rugby which will have a meaningful and sustainable impact on the local community whilst providing a vehicle for Link Telecom to interact with key decision makers in the education and business sectors.
Implementation
•After careful consultation with Link Telecom specific geographical areas were highlighted as being a priority for the business
•Clubs within these areas were then identified and the community departments were assessed against detailed criteria
•Selected clubs were approached by Logan Sports Marketing and briefed about the sponsorship opportunity. They then had an opportunity to respond to the brief with a sponsorship proposal
•Logan Sports Marketing carefully assessed each proposal and recommended which was most likely to deliver the required objectives for Link Telecom
•On this occasion Worcester Warriors had the strongest proposal and Logan Sports Marketing arranged for the key personnel from the club and Link Telecom to meet and discuss the opportunity
•At each stage of the negotiation Logan Sports Marketing worked with Link Telecom to ensure that the deal provided everything necessary to make the partnership commercially successful
•Logan Sports Marketing continue to work with Link Telecom to ensure that the partnership delivers everything in the contract and that any tactical opportunities are activated
Evaluation and Results
At the time of this case study being written the programme had just been launched and therefore it is too early to give an accurate report on the results. However, there are some early indications that the partnership has been successful:
1.Worcester Warriors now have a full time education officer delivering the Link Telecom education programme to over 10,000 children in 40 schools across Worcestershire. Each school receives educational resources that carry the Link Telecom branding and Link Telecom is associated throughout all of the community work delivered by Worcester Warriors
2.Link Telecom are now the preferred telecoms partner to Worcester Warriors and now supply the club with all of their mobile communications
3.Meetings have been scheduled for Link Telecom to meet with many of Warriors business partners, University of Worcester and schools who have received the education programme