How to Modernize Your Sponsorship Strategy

At KORE, our software helps brands take a modern approach to their sponsorship strategy. KORE customers leverage these solutions to garner insights and streamline processes. In doing so, they become experts in activation management, customer engagement, strategic partnerships, and ROI. In plain English, it means they’re getting business done efficiently and effectively with the evidence to prove it.

KORE has spent nearly 20 years collaborating with professional sports teams, entertainment organizations, and brands. Based on this wealth of experience, we’ve identified five crucial sponsorship aspects that industry leaders capitalize on to stay ahead of the curve.

1. Leverage Data to Tell Your Stories

To be effective communicators, teams need to genuinely understand the story they’re telling. Too often, organizations are telling stories—both internally and externally—that they simply don’t know enough about. Data isn’t just useful for shaping marketing strategy; it also helps internal teams tell better stories about the work they’re doing. That ultimately leads to a more successful organization.

But data can be awfully messy—formatting and benchmarking can be widely inconsistent, and it can be extremely time consuming to find and assemble a clear story from a multitude of disparate data sets. With KORE Data Warehouse and Analytics, your organization’s insights, data, and metrics are all stored in one organized location. This allows teams to truly see how their partnerships are performing and learn what’s resonating with their audiences and partners. By consolidating your data, it’s easier to tell better stories around sponsorship results, communicate the “why” behind your investments, and advocate for budget increases.

2. Streamline Your Activation Management

Without good organization, partnership assets can easily slip through the cracks after a contract is signed. Brands may not notice gaps between what they are owed versus what has been activated on. When busy brands and rights holders are both preoccupied with multiple contracts and other partners, how would they ensure all their deliverables actually get delivered

Managing multiple sponsorship deals, timelines, and assets can be an organizational nightmare, but it doesn’t have to be—with KORE KONNECT, you can store contracts and marketing assets, track deal progress, set deadlines, and manage calendars in a single unified location. Additionally, it provides reports showing when assets were delivered, which creatives were utilized, and performance stats. By making this data easily accessible, brands and agencies gain more control over activations.

3. Utilize Measurement & Benchmarking Tools

Like any business deal, a partnership’s ROI is critical. Should you add more budget, or shift your strategy? If the data is murky, the answers will be too. It’s difficult to get useful KPIs from disparate systems with unclear insights and shallow reports. Even if you can, is it a good use of time? According to IBM, 80% of a data scientist’s time is spent cleaning and organizing data, with only 20% spent on actual analysis. That’s only one day a week of usefulness.

KORE brings a multi-step solution to this problem: automated data collection, cleansing, organizing, and consolidating into visually appealing, interactive reports. That’s our “bread and butter”—we’ve processed over 3 million sponsorship assets to date through hundreds of partnerships. And with what’s likely the richest sponsorship data set in the world, we’re uniquely positioned to benchmark your sponsorship results through consulting engagements.

4. Understand Your Hospitality Asset Returns

Hospitality assets are some of the most popular items included in partnership deals—76% of deals include them. They’re a high-impact way to create long-lasting connections between brands, partners, and consumers, plus they’re a great vessel for fostering strong relationships. In fact, they can be some of the most valuable assets to leverage for a wide variety of objectives: customer appreciation, prospecting, employee engagement, and more.

That said, most organizations don’t have a strong grasp of their hospitality assets’ ROI or determining their true value. KORE helps organizations better understand the link between hospitality and objectives, then shows ways to leverage them more strategically and ensure returns.

5. Make Smarter Investments

There’s always an abundance of investment opportunities, but rarely an abundance of funds and resources. High-performing teams frequently don’t have the time to vet or assess all the inquiries that come through, and marketing and partnership teams can get bogged down by a laundry list of sponsorship proposals they need to evaluate. It’s not an easy job, and often it comes down to a judgment call. The result? Even with the best team, valuable opportunities sometimes get missed, and sometimes investments are made in the wrong outlets.

With KORE, organizations can set up a customized data collection portal for sponsorship proposals. By collecting the right data in the same way every time, teams can more easily find the opportunities that match their criteria. The consolidated portal allows every opportunity to be vetted equally, saves teams time, and helps organizations make smarter investment decisions.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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KORE Software Welcomes Mark Cornish as New Commercial Director, EMEA

Leading sports and entertainment analytics company, KORE Software, appoints long-serving industry executive to lead commercial strategy in EMEA.

New York, NY | January 13th, 2021- KORE Software is proud to announce Mark Cornish as its new Commercial Director, EMEA. As Commercial Director, Cornish will be responsible for strategy and execution of all new business initiatives in Europe, the Middle East, and Africa. In addition to expanding KORE’s presence in sports and entertainment, a key focus for Mark will be fostering new relationships with key brands and agencies. 

Mark joins KORE with a wealth of experience, having spent 25+ years in the global partnership industry. Based in London, Mark has worked with some of the largest brands, rightsholders and agencies in the world – including roles at Nielsen Sports, Sponsorium, and time running his own sponsorship consulting practice. 

Mark Cornish, Commercial Director, EMEA

“After another year of meaningful growth and an ever-expanding product and services footprint, we couldn’t be more excited for Mark to join the team and drive our commercial success in EMEA,” said Cliff Unger, SVP of Global Sales. “Combining Mark’s commercial acumen and industry relationships  with KORE’s world-class platform will be a winning formula for us in the region.”

Cornish has garnered high praise and deep connections across the sponsorship industry and is well-established as a thought leader and subject matter expert among trade and industry leaders. His addition aligns well with KORE’s increasing focus on supporting the entire ecosystem of corporate partnerships, for brands and rights holders alike. 

“I’ve long admired KORE and their unique offering of world-class technology, an unparalleled approach to data insights, and robust services and support. With their market share leadership in sports and an increasing focus in the brands space, I am thrilled to join the team at such an exciting time,” states Cornish. 

In 2020, KORE added numerous client logos to a portfolio of more than 850 properties, agencies, and brands worldwide.  With the addition of Cornish – as well as new solutions for deal consideration, activation, and evaluation – KORE expects EMEA to be a key growth region through 2021 and beyond.  

“Mark will be a great addition to the team; his track record speaks for itself. He’s a pro and I know he’ll add tremendous value to our customers and partners,” said Jason Fletcher, CEO of KORE Software. 

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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KORE Software Appoints New CEO, Jason Fletcher

KORE Software, the leading provider of business management software and services for the sports and entertainment industries, has appointed Jason Fletcher as the company’s new CEO.

Jason brings more than 20 years of sports, analytics and technology leadership expertise to KORE, most recently acting as Operating Partner for K1 Capital across a number of technology startups after having been CEO at three successful software and insights providers.

Before his most recent executive roles, Jason spent over eight years in the sports and entertainment industry, largely focused on digital business channels including e-commerce, new media and related sponsorship packages. This includes Director roles at Kroenke Sports & Entertainment where he drove the organization’s new interactive media efforts, and at The Bonham Group, focused on sponsorship sales and valuation projects.

“Being at the forefront of this wave in sports and entertainment taught me a lot about leveraging innovation to build more engaging relationships with customers and partners, improve core business practices and ultimately drive better performance,” said Jason Fletcher when asked about his unique background.

It was that experience that served Jason well in the next phase of his career, working with investor backed companies providing industry specific SaaS solutions, just as KORE does for the sports and entertainment industry. This includes successfully running three different businesses – Insight Software, Granicus, and Cii – and most recently acting as an advisor for the executive teams of a portfolio of businesses with K1 Capital before joining KORE.

“I am extremely excited to be able to bring both my sports and technology experiences to bear with KORE,” added Jason. It is a unique opportunity to apply the full scope of my professional career for an organization that is so critical for the many teams, leagues, colleges and brands they support.”

“Someone of Jason’s caliber joining us as CEO truly continues a trend of this past year where we have built out our C-suite with incredibly talented executives,” shared outgoing CEO, Todd Cusolle. “Dan Grote joined KORE earlier this year as our new CFO, Adam Grow was promoted to COO, and Russell Scibetti became our CMO. I am excited for KORE’s future as I hand over the reigns to Jason while staying involved through the company’s Board of Directors.”

When Jason isn’t hard at work with the talented KORE team and its customers, he spends time with his wife and three sons, often on a soccer field or the ski slopes.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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Jacksonville Jaguars and Fulham FC Upgrade Their Analytics With KORE

KORE Software announced today that the Jacksonville Jaguars have selected the company’s Data Warehouse & Analytics (DWA)™, Ticketing & Fan Engagement™, and Sponsorship & Partner Engagement™ applications to upgrade the team’s data warehousing, CRM and business intelligence platforms.

“Through our due diligence, it became clear that KORE’s staff understood our organizational needs and their platform provided the accuracy and reliability needed for us to drive the business forward,” explained Arri Landsman-Roos, Vice President of Decision Science for the Jaguars. “Even in just the past few weeks, we have seen tremendous progress with extracting value from our ticketing, CRM and digital marketing data.”

In migrating their existing systems to KORE, Landsman-Roos and his team focused on providing a deeper level of fan insights across multiple departments, starting with a foundational data warehouse platform to act as the organization’s data hub, integrating feeds from their ticketing system, digital marketing platform, point of sale systems and social media accounts.

In addition to staff in Jacksonville, the sponsorship team at Fulham FC of the English Premier League will also take advantage of KORE’s Sponsorship & Partner Engagement™ platform. This unified system will empower the best possible collaboration, communication and visibility between the two clubs that are both owned by Shahid Khan.

“We have always emphasized the importance of transparency and collaboration within our products,” shared Adam Grow, KORE Software’s Chief Operating Officer. “For ownership groups that oversee multiple properties, especially with an international footprint, the significance of those capabilities only grows.”

The Jaguars marketing team has also engaged KORE Planning & Insights (KPI), KORE’s business intelligence consulting division. Over the next year, KPI will work closely with the team’s digital marketing staff to enhance their capabilities and sophistication around driving marketing automation through data.

“The fact that KPI knows the technical details of our data as well as digital marketing strategy and campaign design really opens up a lot of possibilities for us,” according to Josh Margulies, Director of Marketing for the Jacksonville Jaguars.

About the Jacksonville Jaguars
The Jacksonville Jaguars are a professional football team, one of 32 member clubs of the National Football League (NFL), aligned in the South Division of the American Football Conference (AFC). Founded on Nov. 30, 1993, the team began play as an expansion team in 1995 and will celebrate its 25th season in 2019. The team is owned by Shahid Khan, who purchased the franchise in January 2012. The club plays its home games at TIAA Bank Field, located near the St. Johns River in downtown Jacksonville, Fla. Since their inaugural season in 1995, the Jaguars have won three division titles and made seven playoff appearances, playing in 14 postseason games.

KORE is the global leader in engagement marketing solutions, serving more than 200 professional teams and 850+ sports and entertainment properties worldwide, providing practical tools and services to harness customer data, facilitate sponsorship sales and activation, and create actionable insights.

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