The business case for sponsoring forces sport teamarmy.org FUNDING FORCES SPORT ETHOS
Captain Heather Stanning Royal Artillery GB Rower - Olympic Gold Medalist and World Champion On 1 August 2012 history was made as Captain Stanning [right] and Helen Glover won the first gold medal of the 2012 Olympic Games and the first ever in women s rowing for the women s coxless pair. I m hugely grateful for the support the Army gave me in order to achieve my goal of winning an Olympic Gold medal. The experience was truly life changing. Since then, I deployed with my Regiment to Afghanistan in 2013 but I am now back in full training with my sights set on Rio in 2016. I firmly believe that encouraging soldiers to take part in sports will help them to develop their military skills. Participating in sport encourages the attributes that soldiers need on the front line. I am delighted to be an Ambassador for Team Army and fully support their aim of increasing opportunity, promoting excellence and enabling recuperation and rehabilitation. Rowing images courtesy of Peter Spurrier/Intersport Images Sergeant Mick Brennan Royal Signals GB Athlete - Combined Services Disabled Ski Team Sgt Mick Brennan lost both his legs in a suicide bomb attack in Iraq in 2004. I am incredibly grateful for the funding and support that I have received from my Team Army sponsors. The financial support has enabled me to increase my training schedule and to attend more international qualifying events. In addition to this I have also been fortunate in receiving direct support from several sponsors who collaborated to design and build me a high-tech sit-ski, fine-tuned to my own requirements; this new rig has already enabled me to knock vital milliseconds off my race timings! Thank you for all the sponsorship support, both financial and physical, which went a long way to achieving my goal of representing Team GB at the 2014 Winter Paralympics in Sochi. My sights are now set on getting to South Korea in 2018. (unless otherwise specified, images are courtesy of Defence Images/UK MoD Crown Copyright)
Supporting forces sport Our forces do a great deal on our behalf. In order to protect our interests and our way of life, we frequently ask these brave men and women to risk their lives in extreme circumstances and when called upon they do so with great courage and professionalism. At home, we depend on the forces to respond during times of need. They often deploy to assist local authorities and communities in emergencies, floods, strikes and crises. Sport is critical to the morale, motivation and wellbeing of our forces, yet taking part in sport is often expensive and in some cases, beyond the means of our personnel. We help to make sport more accessible by reducing the cost of participation. We also increase the opportunity for our injured troops to take part in competitive sport. Major General Lamont Kirkland CBE CEO Team Army & Ethos Fundraising Ltd Contents Why support us? 4 Team Army & Team Ethos represent the collective appeal of sport in the armed forces. The Team Army brand is aligned to Army sport while Team Ethos is the generic brand for all forces sport. We aim to increase sporting opportunity, promote excellence and also enable recuperation and rehabilitation. We help the best get better. Forces sport is supported by organisations and individuals who share the same passion and positive values and who are proud to say they are part of Team Army/Team Ethos. We provide a valuable channel to raise profile and brand awareness for private sector partners and can assist with marketing products and services. We also offer you a partnership with a trusted, respected and highly valued institution. Our sponsor group is now a powerful and valuable network for B2B activity which benefits our members. As a sponsor, you can support Army, Navy and UK Armed Forces sport. Your support helps the best get better while promoting stronger bonds and relationships between the armed forces and our private sector partners. Through sport, we help develop valuable B2B relationships that align with your corporate goals bringing value beyond brand exposure and corporate entertainment. Team Army & Team Ethos are endorsed by the Ministry of Defence. We work in partnership with the respective sport control boards. We hope you will join the Team We are making a big difference: Which sport can you engage with?: Meeting corporate goals: Setting up valuable relationships: How Team Army/ Team Ethos works: Compliance and assurance. Sponsorship options A broad range of engagement opportunities: Delivering value: Membership benefits: Three levels of membership: A bespoke portfolio: What next? You are in good company Team Army/Team Ethos sponsors. 6 8 Sport helps us maintain our winning edge on and off the field. Team Army plays an important role in helping our soldiers to be the best. General Sir Nicholas Carter KCB CBE DSO ADC Gen Chief of the General Staff 3
Why support us? We offer you a partnership with a trusted, respected and highly valued institution. The armed forces have a high measure of social purpose that companies and consumer facing brands with aligned values can connect to through sport. The forces brand engenders trust, pride, respect, credibility and honesty - the very highest of brand values. Show your appreciation for our forces. Your support will help to make competitive sport more accessible for all ranks and will mean a great deal to them personally. We are making a big difference Team Army/Team Ethos promote excellence and help the forces sporting talent to succeed. In addition to making sport more accessible and encouraging grass roots activity, we encourage and assist our elite athletes to compete at the highest level. Standards are high, with them often competing in open competition at international level with sights set on the Olympics and Paralympics. Since our launch in January 2011, we have distributed over 3m to over 80 forces sport associations. You will find more information about our activities on our website - teamarmy.org. The superb support provided by Team Army is greatly appreciated by our soldiers. We want to encourage more companies to support this important and worthy cause which will help to make competitive sport more accessible for all ranks. General Sir Peter Wall GCB CBE Which sports can you engage with? Forces sports range from high media interest, national level disciplines to minority interest activities, with proportionate requirements for funding. Many teams and individuals compete at national level. Each sport has its own specific needs which are assessed regularly by our trustees. Sponsors can choose to support sports in the Army, Navy or at the UK Armed Forces level. It is also possible to help para sports. A typical portfolio will include a cross section of sports to provide year round engagement opportunities. While we aim to support your corporate objectives, we also ensure that all sports receive the funding they need to run their activities. Meeting corporate goals We provide a professional one-stop shop for sponsorship and events. We aim to provide a tangible return on your investment and to improve the experience and value you get from involvement in sport. Once we understand your business objectives, your strategy and the returns you seek, we build a mutually beneficial package that will meet your corporate goals. The gold, silver and bronze levels build a graduated range of benefits. We then build a bespoke portfolio outlined in your statement of account, listing events, benefits, marketing and brand placement opportunities to enjoy with your chosen sports. 4 Setting up valuable relationships Team Army/Team Ethos are dedicated to developing relationships between Industry partners and the armed forces through sport. The depth of involvement when you become part of Team Army/Team Ethos is unique. Our service supports the officials who run individual sports and allows sponsors to meet forces personnel and their guests at sports events. Team Army has provided us unique opportunities to engage with a wide spread of our main industry stakeholders. It has delivered tangible benefits by helping to build key relationships at the highest level and joint understanding for collaborative working at a critical time. Paul Hemmings, Senior Client Director, Vodafone
The facilitation of sporting events has allowed us to develop valuable relations with our many business partners in a relaxed and convivial environment. Such B2B engagement is invaluable and we have found this to be a real strength of being in the Team Army scheme. Tony Watson, VP Government Sales, Resilient Plc Sports: SPORTS Angling, Archery, Association Football, Athletics, Badminton, Basketball, Boxing, Canoeing, Cricket, Cycling, Equitation, Fencing, Gliding, Golf, Hang & Paragliding, Hockey, Ice Hockey, Judo, Kabaddi, Lacrosse, Lawn Tennis, Martial Arts, Modern Pentathlon, Motor Sports, Mountaineering, Netball, Polo, Powerlifting, Rackets, Real Tennis, Rounders, Rowing, Rugby League, Rugby Union, Sailing, Sport Parachuting, Squash, Swimming & Diving, Table Tennis, Target Shooting, Ten Pin Bowling, Triathlon, Tug of War, Volleyball, Water Polo, Water Skiing, Wave Riding/Surfing, Winter Sports How Team Army/Team Ethos works Compliance and assurance Private sector partners have the choice to sponsor sports, make a corporate donation or attend one of the many fundraising events. All funds raised through the Team Army/ Team Ethos brands are transferred to our charity, the Team Army Sports Foundation. The Foundation is governed by a board of trustees which includes several senior officers and industry representatives. Your investment becomes part of a fund which is used by the trustees to make grants to a range of sports to cover their annual needs. The fund is also used to make grants to grassroots activity as well as groups that provide sporting opportunities for wounded and injured servicemen. The chairman of trustees is Major General Paul Jaques. The Patron is General Sir Peter Wall. The scheme is endorsed and regularly scrutinised by the MoD to ensure continued policy compliance. We provide all the necessary safeguards to ensure that both sports and sponsors comply with the increasingly regulated landscape including the 2010 UK Bribery and Corruption Act, MoD compliance and assurance, legal incorporation, charitable status and sports officials personal liability. We also meet the requirements of the US Foreign & Corrupt Practices Act. Ethos Fundraising Ltd trades as both Team Army & Team Ethos. It acts as the trading vehicle for the charity and conducts all fundraising activities. Ethos receives a small overhead to provide membership services to its clients. Ethos is an institutional member of the Institute of Fundraising Working through Team Army has provided all the necessary safeguards and assurance to satisfy our internal regulations on corporate sponsorship and entertaining. Richard Muir, Business Development Director, Lockheed Martin UK 5
Sponsorship options A broad range of engagement opportunities High-level sports fixtures are an excellent way to network and build relations with service personnel and our industry partners. Opportunities include attending fixtures at Twickenham, Wembley, Sandown and Wimbledon. Showcase events are regular sporting fixtures arranged through the sports associations. Examples are the annual inter-services T20 cricket at Lords and the annual Army v Navy rugby match at Twickenham. Annual sports events are hosted by individual sports associations and typically include season launch cocktail parties and formal annual dinners attended by sports officials, sportsmen & women and sponsors. An example is the week long Alpine championships held in Serre Chevalier, France. Charity fundraising events are regularly held to celebrate landmark events and offer sponsors the opportunity to both promote their brand and demonstrate their benevolence towards forces sport. The annual calendar is shown on the website and includes racing at Sandown, rugby at Twickenham and golf. In addition, we often hold an annual gala event. In 2015 we presented the Army Sports Awards at the Guildhall in London. For a full list of events please visit - teamarmy.org/events Delivering Value By fully understanding the business objectives of each sponsor and creating a bespoke sponsorship package, benefits can be tailored in a number of ways. z brand exposure through logo placement and generic promotion; z advertising in events programmes and sports association media; z networking opportunities; z PR value through brand association and event media coverage; z offsetting sponsorship against tax (sponsorship is an allowable expense); z meeting corporate social responsibility targets; and z staff development through engagement with forces personnel. The response can often be candid but sponsoring sport has provided the opportunity to aid product evaluation through direct end-user engagement. Craig Taylor, Marketing Communications Manager, Qioptiq 6
Team Army offers Saab the ability to gain insights which lead to informed and timely business decisions. Decisions which ensure we consistently deliver the right solution each and every time. Hugh Ward, SAAB Training Systems Benefits of membership As a member of Team Army/Team Ethos, you will be supporting sports played across the Army, Navy and UK Armed Forces. The Team Army/Team Ethos mark can be used by sponsors in their marketing communications helping to promote your association and achieve significant awareness in your marketplace. The Team Ethos brand can be used by clients who prefer associating with a more generic brand name. It is also possible to negotiate Team Army/Team Ethos endorsements for particular products. Team Army/Team Ethos also offer a number of additional benefits depending on your profile and level of investment. These include attendance at fixtures and events where you have no direct relationship with the sports. As a headline sponsor you will have a direct association with a sport, supporting the officials and teams with opportunities for brand placement on clothing and equipment, networking, advertising and employee engagement. The opportunity for headline sponsorships are limited and normally only gold members can secure headline sponsorships of high profile sports. As a secondary sponsor you will have a direct association with a sport, and be offered a range of benefits however your brand profile will be less pronounced than the headline sponsor. Three levels of membership A bespoke portfolio (depending on requirements) In practice, each membership portfolio will have bespoke elements based on sponsor preference and available capacity. It will describe the alignment with your selected sports and list the opportunities for brand placement/ promotion and advertising as well providing details of invitations to sporting events What next? From experience, we advise that a meeting is necessary to better understand your objectives in joining the scheme. Our team can advise on the benefits of each sponsorship level and can provide an illustration of the opportunities available at the time of enquiry. We will provide a tailored package backed by sound business justification to support your internal approvals process. If you would like to understand more about the business case for sponsoring forces sport contact us at enquiries@teamarmy.org 7
You are in good company FUNDING FORCES SPORT ETHOS GOLD MEMBERSHIP SILVER MEMBERSHIP BRONZE MEMBERSHIP Official Charity Partner teamarmy.org Ethos Fundraising Ltd trading as Team Army & Team Ethos Registered in England and Wales, number 07455308 Registered office: White House, Beech Road, Merstham, Surrey RH1 3AE, UK ethosvo.org Sponsorship Prospectus - January 2016