SPORTFIVE’s Tim Stedman on crafting successful brand ambassador partnerships

Brand ambassadorships are powerful tools for enhancing visibility and credibility. However, the true value of these partnerships can only be brought about through careful planning and execution. We spoke with Tim Stedman, VP of Partnership Strategy & Athlete Marketing at SPORTFIVE, to shed light on best practices in this field. Stedman offers expert advice on defining deliverables, maintaining relevance, including key contractual elements, managing exclusivity, and safeguarding against potential scandals.

Defining Deliverables in the Contract

A successful brand ambassadorship starts with a well-defined contract. Stedman emphasises that "all rights and entitlements within ambassador contracts are fully defined to create clear expectations and accountability." This means specifying the number of social media posts, physical appearances, and public statements required from the ambassador.

To ensure these deliverables are practical and achievable, Stedman advises that "conditions should be included that clarify how these rights can be utilised." This collaborative approach helps avoid conflicts with the ambassador’s existing commitments, particularly their professional obligations. "This contractual diligence protects both the brand's marketing objectives and the ambassador's other responsibilities and ensures the partnership can be effectively activated," Stedman explains.

Key Elements of a Successful Agreement

Stedman highlights several key elements that should always be included in ambassador agreements to establish a successful and mutually beneficial partnership:

1. Renewal Options: "Incorporate an option for renewing the agreement to protect the brand from increased fees if the partnership proves successful and where a further term will bring added value."
2. Time Commitments and Usage Rights: "Ensure these are sufficient to cover all marketing requirements, including the number and type of appearances, social media posts, events, media needs, and other promotional elements," Stedman advises.
3. Provisions for Unforeseen Events and Reputational Issues: "Include clauses that address unforeseen events and reputational issues. This ensures that the brand is protected in the event of controversies or changes in the ambassador's public image."

By addressing these points, brands can create a robust framework that maximises the partnership's benefits while mitigating potential risks.

Sustaining Relevance and Impact

Maintaining a partnership's impact beyond the initial launch is crucial for long-term success, enabling brands to create a steady drumbeat of content throughout the year. "To sustain the impact of a partnership beyond the initial launch, brands should develop a comprehensive activation plan well in advance, ideally even before the partnership is signed," says Stedman.

This plan should integrate with the overall brand and product marketing strategies, ensuring the ambassador relationship is pivotal. "A thorough activation plan also enables brands to optimise the partnership ROI from the outset," he advises. Effective communication surrounding the launch is essential to convey the partnership’s purpose and how it will be brought to life.

Managing Exclusivity and Competitor Involvement

Exclusivity clauses are vital for safeguarding the partnership and ensuring the ambassador's endorsements remain focused and impactful. "By incorporating an exclusivity clause within the contract, the ambassador is prohibited from representing or endorsing competing brands within the same sector," Stedman explains. This clause ensures the authenticity and integrity of the partnership.

"While most ambassadors naturally avoid conflicts with competing brands, securing their total dedication to your brand is of course crucial," Stedman adds. It's important to clearly outline the scope of exclusivity, which can sometimes extend to limiting their exposure and affiliation to commercial partners of their associated sports organisation.

Enforceable Safeguards for Potential Scandals

"We encourage brands to include enforceable safeguards to protect them against reputational concerns," Stedman states. These safeguards should include clearly defined and legally enforceable commercial consequences and termination provisions.

"Each brand, ambassador, and business sector will bring varying risks; therefore, these need to be tailored to each unique partnership opportunity," Stedman advises. This tailored approach ensures that brands are adequately protected and can respond effectively to any issues that arise.

Conclusion

Successful brand ambassadorships are built on thorough planning, strategic activation, and robust contractual agreements. By clearly defining deliverables, maintaining relevance, incorporating key contractual elements, managing exclusivity, and enforcing safeguards, brands can reap the benefits of a successful ambassador partnership. As Stedman aptly puts it, "this contractual diligence protects both the brand's marketing objectives and the ambassador's other responsibilities, ensuring a mutually beneficial and impactful partnership”.

Following these expert insights can help companies maximise their brand ambassador partnerships, drive sustained engagement, and achieve their marketing goals.