Independent Sponsoring Consultant
Passion, Energy, Emotions, Values.
The right Strategy brings this Vision and Business together.
Why Sponsoring for Business
Sports, culture, arts, science, environment, social engagement are all areas where sponsoring is worldwide blooming.
Brand Equity
Sponsoring is an essential element of brand management. Brands such as Rolex or Coca Cola, just to mention a few, would not be the same without their sponsoring engagement. Brands communicate values, influence behavior and choices. For customers brands are like a compass in wild nature. Finding the best partnership is both science and art.
Target Audience
Sponsoring is a privileged channel to reach your target audience. Whether external or internal the firm, a tailormade strategy can engage the desired stakeholders. Both B2C and B2B firms benefit from sponsoring. An efficient target audience deployment is a fundamental part of any sponsorship. Visibility and exposure, alone, can't provide useful results.
Image
For sure one of the main reasons for brands to engage in sponsoring. Rights holders' image is a unique asset that helps brands to communicate values and build an unparalleled position on market.
Image transfer is not limited from rights holders but it's also linked to partner sponsors (networking effect and platform strategy).
An engaging Dialogue
Sponsoring is well accepted by audience, employees and staff feel more engaged in the company. Partners enjoy VIP hospitality. Today social media involve fans as never has been. All communication channels are at disposal to truly and effective communicate.
Corporate Social Responsibility
Sponsoring is a versatile communication tool that, both in direct and indirect form, allows to integrate several themes. Ranging from corporate social responsibility to citizen responsibility, the pairing enhances customers' and employees' sense of belonging. Nowadays firms' engagement in giving back to society is an essential asset. CRS themes are integrated with the sponsoring portfolio and communication strategy.
Platform Networking
Sponsoring doesn't work in solitude. Sponsee (already) have multiple sponsors: They offer a platform service where these sponsor integrate and interact each other in order to benefit from each other presence. Platform analysis and assessment is a key point of strategy and stakeholder management. Interaction potential, strategic planning, value sharing, long term partnerships are, alongside visibility, the most common criteria by choice.
" Sponsoring is the most direct tool to create long lasting associations, shape expectations and behaviors"
Services & Skills
I am an independent sponsoring and marketing consultant for brands, sponsors, athletes, teams, rights holders, agencies, agents and research institutes. Independent consultancy offers professional advice not linked to rights' selling commissions. Clients profit from a consultant’s competence for strategy, planning and controlling without having in-house costly staff. On request, I can work under a nondisclosure agreement.
I'm not a sponsoring broker.
My aim is to provide value to all actors of the sponsoring project through a win-win collaboration.
Knowledge, research, evidence, are the best tools upon which form a value preposition,
optimize or build a strategy with a clear voice to your audience.
Also available for courses and as keynote speaker in the areas of sponsoring,
strategic marketing, consumer neuroscience and sport management.
Fees usually are project based. A partial advance payment might be required.
Data acquisition, experiments or biophysical studies from third parties are not included in fees.
Accepted payments only via bank transfer or credit/debit card (Stripe).
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Sponsoring
PulsanteSponsoring is powerful indirect communication that goes hand by hand with brand and marketing strategy. Logos' exhibition is not enough, the communication with the audience need to be articulated and effective.Creating powerful associations is the point. Modern sponsoring is a tool for stakeholder management.
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Customer Behavior
PulsanteConsumers are no longer consumers. They are creators, advocates, influencers. Consumers shape any marketing strategy, so is for sponsoring. Consumers shape meaning and values. Consumers are a resource that can't be left to gut feeling or stereotypes.
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Target Audience Analysis
PulsanteValue creation is strategically linked with target audience choice and analysis. Alongside classical segmentation methods, psychographic segmentations offer the most powerful insight to reach the desired audience (external or internal) and build an effective strategy. Implicit measures as I.A.T offer reliable and valid marketing tools for analysis.
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Research
Behind successful sponsoring, there is knowledge. Rights trade is not equivalent to sponsoring efficacy. Academic research offers recent experimental evidence, strategic insight, scientific perspective and business advice to avoid common and less common pitfalls that are usually present in less prominent (and prominent) sponsoring campaings.
My interest is directed to evaluative conditioning and how this form of conditioning finds its "commercial form" in sponsoring. Evaluative conditioning is mainly related to IAT, nevertheless thanks cognitive neuroscience it can be studied by the application of neurophysiological measures such as EEG or fMRI .
Alonso Dos Santos, M., Calabuig Moreno, F., & Crespo-Hervás, J. (2019). Influence of perceived and effective congruence on recall and purchase intention in sponsored printed sports advertising. International Journal of Sports Marketing and Sponsorship, 20(4), 617-633. https://doi.org/10.1108/ijsms-10-2018-0099
Schmidt, S., Limbach, M., Langner, S., Wiedmann, K.-P., Albertsen, L., & Reiter, P. (2018). Official sports sponsorship fortress vs ambush marketing attack. International Journal of Sports Marketing and Sponsorship, 19(1), 91-108. https://doi.org/10.1108/ijsms-10-2016-0071
Kourovskaia, A. A., & Meenaghan, T. (2013). Assessing the Financial Impact of Sponsorship Investment. Psychology & Marketing, 30(5), 417-430. https://doi.org/10.1002/mar.20616
About
I’m extremely curious and always eager to learn. I’m eclectic and open to frame things in different ways. A job without stimuli, growth potential and challenges is not my job. By nature, I’m an achiever. In team collaboration, I love to learn from colleagues with skills/knowledge different from mine.
However, I love working from home, a place of my perfect size, and organizing my time. Not born for daily commuting.
Sport has always been an essential part of my life: I am a fully qualified ski instructor, freeride guide, ski racing coach and a scuba diver instructor. As an amateur, I practice cycling (road and mtb), trekking, swimming, telemark and nordic cross country.
As well as sports, I have a lot of other interests: reading, art, jazz music, cooking and wine tasting (I’m 3rd level AIS sommelier).
I have a major with first class honors in Philosophy (majors in philosophy of science and mathematical logic), followed by an MBA in Sport Management where I specialized in sponsoring, marketing and target audience analysis. I'm following a Master in Quantitative Psychology focused on the study of psychosocial variables, statistics, modelling and market research.
I’m interested in applying cognitive neuroscience to sponsoring with the attempt to provide more insight on the image transfer, priming, value encoding, behavioral attitude and a reliable metrics through biophysical measures.
I’m fluent in Italian, English, German and French. Recently I studied Russian and Chinese.
For further professional details, please visit my LinkedIn profile.
Master Quantitative Psychology
University of Padua
MBA in Sport Management
University of Bayreuth
MPhil Philosophy (110/110 cum Laude)
University of Milan
A Levels equivalent from “Liceo Linguistico”
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