INTRODUCTION, BACKGROUND & CONTENT
The Fletchersports Guernsey FA Cup is a model sponsorship case study. Tactical and results focussed, it is anything but a simple philanthropic gesture (or even ‘chairman’s wife syndrome’) that often dominate this oft misunderstood marketing discipline.
Fletchersports commissioned Wallace Barnaby to conduct market research in 2004 when 100 of Guernsey’s top sportsmen and women were asked to identify the island’s number one sports store.
When the study was first conceived, its primary purpose was to provide solid foundation for a proposed ad campaign where Fletchersports could boast that it was Guernsey’s ‘number one’ store. Fletchersports came top. The ad campaign was completed and, importantly, the claim could be 100% substantiated.
But the real value that was derived from the research came when the data was analysed more closely and broken into particular sports.Flethchersports was not the most popular amongst footballers.

THE BUSINESS OBJECTIVES
Whilst they had beaten Fletchersports in a number of other sports, it was Intersport’s apparent dominance in the mainstream sport of football that was most alarming and led Fletchersports and Wallace Barnaby to question all things football. The latest Mintel reports including UK Sportswear Retailing (January 2002) confirmed gut feelings.
Replica shirts was not only a declining market but heavy discounting both online and by the multiples meant the local independent was severely disadvantaged… football boots however, was a static market and good news for the local independent. People wanted good advice and then try boots on before purchase.
Football boots were identified as the core area for growth in the football sector.
Based on Mintel figures, it was deduced that Fletchersports’ share (July 03 - June 04) was approximately 30% of the Guernsey market.The objective was a stronger foothold (or ‘boothold’) in this sector?

THE COMMUNICATIONS OBJECTIVES
In focussing on boots rather than replica shirts, Fletchersports targetted players not fans - Guernsey has a large playing population.Anecdotal evidence from the shop floor revealed that the Trust Manager playing in the business league was just as likely to buy a top of the range boots as the decorator who plays in Guernsey’s Muratti team! Every player was a potential customer.
It wasn’t just about ‘communicating’ with players, there was a need to connect with them. There was a need to win their ‘hearts and minds’. Intersport may have already done this to some degree by sponsoring match balls for Guernsey’s premier fixtures and this may have contributed to their top of mind status.
To catapult Fletchersports to top of mind, they needed to look and act like market leader. Rather than do lots of things moderately well, Fletchersports needed to do one thing really well and look for the big idea.

OPTIONS CONSIDERED
A traditional ad campaign would communicate but not connect with players.
Team sponsorship would win the hearts and minds of the players from one or two teams, and not all players.
Sponsorship of one or more Guernsey’s Muratti players was considered but today’s role model is the captain of England or Brazil, not the captain of Guernsey. What would happen if the player was injured or involved in a drugs controversy.
Most existing league or cup competitions were already sponsored and those that weren’t did not generate the required kudos.
Fletchersports needed a big idea.

STRATEGIES CHOSEN TO ACHIEVE OBJECTIVES
Closer connections with Guernsey football was the way forward. So, Fletchersports made the bold step of inventing a competition!Through liaison with the Guernsey Football Association a concept was proposed that, if launched, Fletchersports were prepared to sponsor. By their nature, committee structures can be ponderous and often amateur associations resisted commercial influence. Acceptance was far from being a foregone conclusion.
The GFA saw the benefits, the gamble paid off and the Fletchersports Guernsey FA Cup was born. Like all good ideas, it was simple and a mystery why it had never been thought of before. The competition was fast-tracked to commence for the 2004/5 season.
The magic ingredient was that the competition was mutually beneficial to sport and the sponsor. The Fletchersports Guernsey FA Cup was open to all teams in Guernsey. One sponsorship covered all of the players that had been identified as targets.
In addition, the Fletchersports Guernsey FA Cup was easily understood by everybody (players, officials, fans and, importantly, the media too). It was a marketing dream and built upon the foundations of the FA Cup itself and its 130+ year history.
The Fletchersports Guernsey FA Cup had the potential to quickly become one of Guernsey football’s most prestigious competitions and, importantly, make Fletchersports look and feel like brand leader.

TACTICS IMPLEMENTED TO ACHIEVE OBJECTIVES
There is a fine line between a sponsor doing what is necessary to make both an event and their sponsorship a success and being seen to try to take over. A prerequisite was that Fletchersports maintained an excellent working relationship with the GFA so both were winners!
The media was the third member of the team. Close partnerships were formed with the Guernsey Press, Island FM and Channel Television to great effect.
The sponsor assisted the GFA in hosting the Fletchersports Guernsey FA Cup final at Footes Lane, Guernsey’s national stadium - our Wembley. The teams emerged from the tunnel together behind the managers, Guernsey’s National Anthem Sarnia Cherie was played, the teams lined-up before kick-off, the winning captain climbed the steps of the Garenne Stand to lift the trophy complete with ribbon... these were all driven by the sponsor. During the course of the competition, there were other initiatives; the first round draw was live on Channel Television; other draws were live on Island FM on the Monday morning after a Cup weekend. The media were encouraged to use FA Cup clichés - giant-killing, giants versus minnows, the FA Cup dream and the magic of the Cup.
A logo for the competition was created to give the competition status. This appeared on Fletchersports ads and was supplied to the Guernsey Press for use as a graphic on match reports.
Media coverage was tremendous through PR. It was felt that broadcast sponsorship would be beneficial. Island FM broadcast wall-to-wall coverage of the first round weekend in September starting with a live four hour launch party on Friday night and ending with the live draw on the flagship Breakfast Show at 8.10am on the Monday morning. This pattern continued for the whole competition and culminated in the Breakfast Show coming live from Footes Lane from 6.30am until 9.00am on the morning of the first Fletchersports Guernsey FA Cup final in April. The captains, the managers, the referee and sponsor were all interviewed live.
Ads were also placed in the Guernsey Press on the day of the first live television draw, the day of the final and to congratulate the first winners.
Hospitality was an integral part of the planning. A number of VIPs (including the Culture and Leisure Minister) were invited along with officials from the clubs, unsung heroes (groundsmen, teachers etc) and the sponsors staff. All were treated to a traditional Guernsey Bean Jar supper prior to the match with Guernsey Gache and tea at half-time.
To connect with players, Terry Ferbrache, MD of the sponsor attended a considerable number of matches during the competition. It was deemed vital that he congratulated or commiserated with teams after each match.

MEASUREMENT AND RESULTS
There are a number of ways that the success of the activity can be measured including number of teams, number of players, number of fans, media coverage and, of course, the all-important sales figures of football boots.
Initial expectations were that 20 teams would participate – the final number was 32 teams including all GFA teams, Business League teams and all Sunday Soccer teams, plus Elizabeth College, Alderney and Sark. Some 640 footballers were directly involved. Add to this figure coaches, physios and referees.
Whilst attendances for League matches dwindle to a handful of individuals, one match at involving Elizabeth College attracted about 500 people - more fans than in recent Uptons (the Channel Island football’s biggest club match). The final attracted more than 700 people.
Media coverage far exceeded even the most optimistic expectations both in terms of quantity and also the positive messages that were delivered. Channel Television sent a team to the home of the Sark manager for live reaction to the first round draw. They also covered every round of the competition including the final where Fletchersports hoardings dominated their extended coverage of the game. Island FM went beyond the call of duty and funding and the Guernsey Press dedicated thousands of column inches including numerous back-page lead articles - all positive.
Fletchersports firmly established a place at Guernsey football’s ‘top table’. This opened previously shut doors and directly led to Fletchersports being afforded the opportunity, ahead of rivals Intersport, to be the official match ball supplier for the historic Centenary Muratti Vase final between Guernsey and Jersey and also a starring role in the GFA’s end of season Gala Awards Night when one footballer won a pair of bespoke Adidas boots.
Sales figures of football boots saw a staggering increase of 33% and improved market share by a staggering 10% in one season. It is also interesting to note that gross margin also increased to deliver profit values that were 40% more than the previous year. Sales of linked purchases such as shin guards also increased by the same amount.

BUDGET
A large proportion of Fletchersports marketing budget was assigned to this activity in the first season. There is seldom a second chance to launch a new idea. First impressions count.
Sponsors often consider that the contribution ends with the cheque. Headline sponsorship should be supported by more tangible marketing opportunities, at least £ for £.

VALUE ADDED FACTOR AS A RESULT OF THE STRATEGY
Sales figures for the nearly completed second year of sponsorship indicate that sales of football boots are almost identical year on year. So whilst the budget for the sponsorship has as planned been reduced, the growth to higher sales levels has been maintained.
The second season of the competition drew more teams, more players, more spectators (1,000+ at the final). And in the crowd, having followed the first season with great interest through the media, was the Guernsey’s Bailiff, Geoffrey Rowland.