Passion, Energy, Emotions, Values.
The right strategy brings this Vision and Business together.
Independent Sponsoring Consultancy offers comprehensive support for all aspects of sponsorship. My approach is project-based and operates independently from rights trading.
Why Sponsoring for Business
Sports, culture, arts, science, environment, social engagement are all areas where sponsoring is worldwide blooming.
What Rights Holders should provide
Far away from labeling or charity, sponsoring is a business service that involves both sides, sponsors and rights holders.
” Sponsoring is the most direct tool to create long lasting associations, shape expectations and behaviors”
Sponsoring
A multisided approach based on science, evidence and how human brain works. Sponsoring has surpassed bare labeling and today is an essential element in any marketing strategy. On the other side, searching for sponsor is equal to providing a service. No service, no sponsor.
Marketing
Effective sponsoring goes hand by hand with the marketing strategy. Marketing communication (internal and external) and future brand directions.
Data Science
Marketing reseach and data science provide a frame for building the sponsoring strategy and a research based controlling.
Consumer Neuroscience
Sponsoring talks to human brain, how the brain works, processes stimuli and builds conditioning. All elements with a fundamental part in sponsoring.
FAQ
Some questions about Indipendent Sponsoring Consultancy
Are you a sponsoring broker? Will you provide me a sponsor?
No, I’m not a broker and I do not look directly for sponsor. My sercives are in the area of consultancy, sponsoring strategy, image assesment , marketing research and controlling. Nevertheless, I also work with athletes (and they managers/agents), teams and in general rights holders for consultancy about their partnerships, image and future directions.
Do you work for companies or rights holders?
I work with brands as well as with rights holders. I do not consult brand and rights holers working on the same deal, that is I do not work at the same time with the brand X , sponsoring the athlete Y, and the athlete Y at the same partnership.
Are you fee connected with the sponsoring rights trade?
No. My fees are project based, considering the level of consultancy and time required. Consultancy fees are not directly connected with sponsoring fees.
Can you assist brands in the marketing research for a sponsoring project?
Yes, I do. As I do assist for the data analysis, modeling and decision making and strategy following to data. I also assist/consult companies for the controlling phase.
Where can I/we understand if your expertise fits for me/us?
Please, visit the “Service and Skills” section of this webiste (menu at the top) for a compehensive overview of my services and the kind of approach I have to sponsoring.
We are a sport marketing agency, can we hire you for consultancy?I am a sport manager, an agent, can I hire you for consultancy?
Yes, please get in touch for further details with no obligation and no charge at this first step. With professionals I’m used to work under non diclosure agreements. Both project based or long term collaborations are possible.
I’m an athlete, I already work with a manager/agent. We need to optimize present and future sponsorships. Could you help us?
Yes, please in touch for further details with no obligation and no charge at this first step. Providing a better platfom service, positioning and bulding the service for future partnerships is one of the services I provide. Please visit the “Service and Skills” section for details.
Our company has serveral sponsorship engagements, we need to optimize them, could you help us?
Yes please, get in touch for further details with no obligation and no charge at this first step. Sponsorship portfolio assesment and evolution is a part of the services I provide. Sponsoring concept needs to be reshaped over time as well as individual partnerships.
Does your approach consider neuromarketing?
Yes, neuromarketing and cognitive neuroscience. Sponsoring talks to human brain and builds conditioning. Despite the massive amount of data, the use of AI the “king of sponsoring” is the human brain, how it learns and how it reacts. Every tool uncovering the brain processes associated to sponsoring is highly welcomed.
We are a research institute/company, do you offer consultancy for servicing the sponsoring market?
Yes, please in touch for further details with no obligation and no charge at this first step. I can help you to better serve your clients and offer a sponsoring oriented service and dedicated research.
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).
Logos exhibition does not match the full potential of sponsoring. As well as selling does not provide the main achievement of sponsoring. A clear goal setting strategy matching your marketing goals, your value is the only way to profit from sponsoring.
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 a multifaced tool that shapes the equity of your brand.
What Rights Holders should provide
Far away from labeling or charity, sponsoring is a business service that involves both sides, sponsors and rights holders.
Value, unique selling position
A clear statement of your position in the world. Who you are. What you are. What you belive in. Your vision. Your feelings. Your uniqueness. Be the brand of yourself.
Target Audience
Your value is the value of your audience. You should have clear who they are and priorize across different target groups. Address them properly and engage a long lasting dialogue. Sponsors, through you, channel your audience.
Networking Potential and Platform Service
Platform service is the most valued service required to rights holders. Have all your partners getting the most out of the partnership with you avoiding any kind of conflict. Have them enhacing their value, and extra value, form the networking with all your other sponsors.
A Professional Service
Sponsors look for partners. Someone who can match their work, share a future, shape their value. Take care to fullfil this expectation in terms of working attiude and professional skills you provide.
Offering a service is the key for gaining sponsor. The quality of your service decides the sponsor.
Service and Skills
I am an independent sponsoring and marketing consultant for brands, sponsors, athletes, teams, rights holders, agencies, agents and research institutes. Strategic sport marketing is my main area of expertise. 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).
Sponsoring
Sponsoring 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.
Customer Behavior
Consumers 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.
Target Audience Analysis
Value 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.
Sponsoring Design and Activation
No sponsoring project is like another. Sponsoring goes side by side with strategic marketing and stakeholders analysis. Any solution must compehend the brand, the right holders, the audience and the media. Sponsoring is based image transfer and priming, to be effective both need to be calibrated to actors and context. A wide palette of solution is at disposal to creat a win-win strategy.
Alongside to the classical approach to sponsoring, science offers new tools and methods for reliable metrics, effective results and long term strategy.
Consumer Neuroscience
Since decades neuroscience has profitably met marketing. Tools, methods and concepts of cognitive neuroscience are focal points of marketing theories and business practice. Sponsoring as a form of associative learning, behavioral priming, can’t be excluded.
Data Science
Professional marketing needs data and sponsoring doesn’t make any exception. Qualitative and quantitative analysis, modelling, implicit measures, simulations, machine learning, bayesian statistics and data science offer insights and prespective. R and Python are essential tools for effective analysis. In any phase of the sponsorship project a dialogue with data is a must.
Biophysical Measurement
Memory is often biased and data based on any form of memorization could miss some aspects of reality. Biophysical measures such as eye tracking, facial expression analysis, galvanic skin response, EEG, ECG or fNIRS, in contrast, bypass this kind of bias offering a reliable and objective measurement of human attitude and response.
Controlling
A goal based controlling is a vital part in any sponsoring strategy. Adjustment, evaluation, changes, they all need data. Controlling need to be planned from the start on and consistently used throughout the whole project. Implicit measures as I.A.T offer a reliable and valid tool for controlling.
Daniela Cappelletti
Indipendent Sponsoring Consultant
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. In addition, Master in Quantitative Psychology focused on the study of statistics, modelling, data science, analysis of psychosocial variables 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
