Brands & Sponsorship, Governance & Commercial Growth, The XX Series | Aug 7, 2017
Former Nissan Global Brand Strategy GM Gerhard Fourie on women’s sport as a sponsorship proposition.

Japanese automotive manufacturer Nissan is one of the most significant sponsors of global sport. Standout deals include its sponsorship of UEFA’s top-tier European competition, the Champions League, and the International Cricket Council (ICC), a deal which includes global partnership status with the ICC Champions Trophy, which took place in England and Wales this year, and the tournament that followed it, the ICC Women’s World Cup.

In fact, Nissan is becoming an increasingly prominent backer of women’s sport. As part of its portfolio-wide partnership with City Football Group, the car maker is the lead partner of the Manchester City Women’s team.

According to Nissan’s former GM of Global Brand Strategy, Gerhard Fourie, women’s sport is a rising tide for brands looking for commercial returns through sponsorship.

Even so, he believes sponsorship propositions around women’s sport need to be put forward in a well-planned, comprehensive, business-first and confident manner.

In this short video, Fourie explains what he perceives as some of the challenges women’s sport rights holders are facing when it comes to commercialising their properties; the need to have a clear proposition and to avoid comparison with male counterparts where possible; and the requirement to understand and engage with your audience.

Gerhard Fourie was speaking at the Leaders Generation XX Series Think Tank event in June. The Leaders Generation XX Series is designed to provide a year-round platform to discuss and stimulate growth in women’s sport ─ forging better understanding and connections between sport and business to develop the conversation and accelerate the pace of change. This will be done through a series of physical events and regular online content.

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