Karen Earl, sale Chair of the European Sponsorship Association (ESA) and Synergy, sales has taken part in an exclusive Featured Profile interview with iSportconnect.
Earl spoke of the beginning of her career in sponsorship having began her career in the PR industry, ampoule she looked to make the most of her enthusiasm for sports and plumped for the relatively new concept of sports sponsorship. She revealed that she ‘had heard about sponsorship agency, West Nally’ and stated that once she had discovered the opportunity she set her sights on a role within sponsorship. Karen went on to confirm that she had little fears of entering what was, at the time, a male-dominated industry, stating that that was the case in a number of industries, adding: “I really didn’t give much thought to being a woman in a man’s world; I gave much more thought to being good at the job.”
When asked as to whether the sponsorship market had become overloaded with emerging agencies she claimed that the growing amount of agencies proved that the industry had ‘matured’, adding that she believed there is still room for specialism. However, she went on to add: “The nature of sponsorship means that it works best when in harness with other marketing disciplines, agencies with access to those disciplines inevitably have the edge over those that practice in a niche area.”
Earl revealed that her decision to only work for companies sponsoring events, rather than selling the sponsorships themselves, was because she didn’t believe you could do both, claiming “it causes a conflict of interests.” She credited her success in the field and the key characteristic required by any sponsorship professional as ‘personability’, adding: “Being someone with whom people want to do business is essential.”
Karen manages her time between chairing both Synergy Sponsorship, formerly Karen Earl Sponsorship, and the European Sponsorship Association (ESA) and says that her position is far less time-consuming at Synergy compared to the ESA as “Synergy has a highly successful and competent senior management team.” Shed stated that her work with the ESA was a way of “putting something back into the industry”, adding: “The sponsorship industry needs an effective trade body which is committed to raising standards and protecting its interests.”
When asked if there were any initiatives that the ESA has launched which she held in particularly high regard, Earl stated: “The launch of the ESA Knowledge Series in 2009 was a significant step in embedding ESA’s commitment to raising standards across the sponsorship industry. The ESA Insights Forums for senior management have proven very insightful, whilst the ESA Skills Workshops are more practical and aimed at middle managers to junior executives.” She revealed that the next initiative to be launched will be “the ESA Work Experience Certificate which aims to provide a framework for both employers and candidates”.
Karen said that singling out a sponsor which has had the largest impact on its affiliation with a sporting event was a ‘difficult’ task. She did, however, claim that Benson and Hedges ties with the likes of hockey, ice hockey and snooker was a success that has not been maintained or replicated since tobacco sponsorship’s demise. Earl added: “Other sponsors such as Nike have created their own events which embody the brand and would not otherwise exist. Bupa’s Great Run Series is a classic example of synergy between brand, event and participant; Coca-Cola’s recognition so many years ago that football was the perfect global partner for its brand remains one of the most successful sponsorship stories of all time.”
As well as speaking on Ofcom’s ruling to increase the time commercial breaks can be shown during programming and the ESA’s standpoint on the issue of alcohol sponsorship, Karen had the final word on his association with iSportconnect and the incentives it brings, stating: “It’s a valuable source of information and provides interesting features. It’s “by the industry for the industry”.