Sports Booklet (Print).pdf 1 18/06/2021 15:28:03
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Our sporting life The sports brands in The Point.1888’s portfolio have already been performing strongly, but this is set to ramp up even further as we progress through the summer and into 2022. RIGHT: Hannah Stevens, head of retail and sport.
With 2021 currently enjoying a summer of “We have had an incredible year on our sport, Hannah and the team have certainly sports brands,” begins Hannah Stevens, been kept busy. A mix of British and Irish head of retail and sport at The Point.1888. Lions and Team GB product has already “We have two absolute jewels in our crown launched to celebrate the success of our in The British and Irish Lions and Team GB, teams in South Africa and Tokyo respectively, which have been so successful in their while launches from the newcomers to the brand extension this year. We have also portfolio should be expected as we move increased our brand portfolio to welcome through the second half of the year and into two icons in sport - Williams F1 and St 2022. Andrews Links.” “The excitement from licensees and The past year has truly seen The retailers post our signing of both Williams Point.1888 catapult itself into the and St Andrews has been phenomenal,” sports licensing space, and Hannah is enthuses Hannah. “We understandably proud also look forward to of the ranges which I’m also super lucky to be seeing some incredible have been launched by a member of The Point 1888 Christmas products for licensees and retailers. leadership team, and also lead our Team GB and Lions “From golf ranges to a fantastic team who are all fans.” babywear to scooters incredible in their areas of sales For Hannah, her existing - we have covered and retail. wealth of experience all angles of product within sports licensing has for consumers to stood her in good stead at The Point.1888. enjoy. What I’m most proud of is how She previously worked with England Rugby we approached the uncertainty around among others during her tenure at CPLG sports during the pandemic. We really (now WildBrain CPLG) which included a took the uncertainty by the horns and number of campaigns for the 2015 Rugby worked incredibly closely with our licensors World Cup, so she is certainly well versed in in our response to this. They have been the nuances of handling a sporting property. absolutely incredible with their open, “Every day is different in my role which collaborative communication with us is why I love it!” Hannah says. “Within the and our licensees which has enabled our sports capacity I lead on all brand strategy programmes to launch with huge success. for our sports portfolio. I am the key point We could not have asked for more from of contact for all our sports licensors, and I our partners.”
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Warming up
“We, of course, work retail first on all our brands – finding homes for our brands appropriate to the customer,” explains Hannah. “While there are some natural crossovers with retail, we do work with a real mix of sports specialist retail and sports manufacturers that we would not come across within character/lifestyle/ entertainment brands. “We work to ensure our artwork is appropriate to consumer – so we have worked closely on new artwork and style guide supplements for our brands such as Team GB based on sporting trends.” Hannah continues: “Lastly, we hold a number of summits for our sports brands – there is nothing quite like the magic of holding an Olympic medal, or seeing a Williams F1 car in person... so, I feel those are particularly special events in sports licensing!” also work very closely with our New Business Development team in regards to new sports signings we may venture into. “On my retail side I spearhead our retail first proposition internally. I work directly with our retailers to build our brands, activations and ranges – and then work closely with our amazing sales team to sign preferred manufacturers, and product development to create fantastic theatre/ online activity to accommodate. “I’m also super lucky to be a member of The Point 1888 leadership team, and also lead a fantastic team who are all incredible
in their areas of sales and retail.” As we move further towards 2022, Hannah is looking ahead to some “incredible retail and product campaigns” for The Point.1888’s sports portfolio. “We are always exploring new brands and I would love to bring further new brands in different sports to our growing #sports1888 family. I would just add that we are really thankful to all the support from our family of partners and licensors during this pandemic – and we so look forward to what sport has to hold over the coming year ahead.”
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OLYMPIC HEIGHTS As the nation gets behind Team GB for the Tokyo 2020 Olympic Games, Paul Ellis brings us up to speed on the licensing and commercial front. Catching up with Paul Ellis, head of licensing and retail at Team GB, in June, there was just over a month to go until the opening ceremony of the Tokyo 2020 Olympic Games and they were in full on launch mode when it came to product. The official kit launch had taken place, while the retail wear and ceremony wear from Ben Sherman had also arrived along with a special edition Team GB Brompton bicycle and accessories. The collaboration with Peppa Pig was raising awareness with younger age groups, while, for the collector’s market, a launch with Royal Mint was imminent. On top of this, product had been arriving in grocers and other retailers across the country, as the fruits of the licensing team’s endeavours were finally realised. It had been a longer wait than expected, of course, due to the Games’ postponement from 2020 due to the pandemic. During this time, Paul says the main priority for him and The Point.1888 was to make sure that the licensees were supported. “We very much see our relationships as being for
the long-term, so we wanted to support them, make sure rights were extended to cover the Games in 2021 and enable them to carry on any conversations they had been having and they didn’t miss out due to the delay,” he explains. The delay did, however, afford extra development time for new product and for more partners to come on board. One such company was Forever Collectables which saw an opportunity based around the work Team GB did on fan engagement during the lockdown period. Paul added: “We wanted to make sure that, as we built up to the big moment of the Games, that we had really made the most of the time and opportunities available to us and we were as ready as we could be.” The extra time also enabled the team to look at the assets available for licensees and to invest in some new creative. Paul continues: “This is split into three – Heritage, looking at the wonderful history and how we bring this out; Gen Z, bringing together the collages and patterns as
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graphical applications for product; and Kids, looking at the development of our mascot, Pride, and how we use it for the younger demographics. Moonpig is a great example of how this new creative can be used for new product, coming up with some really fun designs.” Once the Tokyo Games is over, it’s a quick turnaround for the 2022 Winter Olympics in Beijing - for which there will be new licensed ranges - while next year also marks the tenth anniversary of London 2012, then it’s on to Paris for the Summer Olympics in 2024. “We are the nation’s team, and we will be working with licensees as much as possible to help us support them,” Paul says. “Paris isn’t far away so that fan engagement will be critical and we’ll be doing all we can to make sure that everyone can get behind the team. We have a unique opportunity to try and recreate that
legendary London atmosphere.” Paul is also keen to point out that with the Olympics themselves evolving to bring in new sports – such as skateboarding, surfing, karate and sport climbing – this also means that Team GB should have an evolving licensing programme. A key aim is to have product on shelf all year-round, rather than simply around tournament windows. “We want to inspire children to keep fit and healthy, so perhaps engaging with branded sports equipment is an area we could explore,” he says. “We are in a space where we want to trial and test – for example, toys is a category that we are not really in, so I would love to develop more fun products for children to help them engage with the brand and support us on our journey.”
BELIEVE IN EXTRAORDINARY The passion and commitment to the Olympic movement is expressed throughout the team, which works endlessly to find ways to encapsulate Olympism, creating an expression in the brand strapline which is personal to Team GB: Believe in Extraordinary. The mission is to bring the Great Britain and Northern Ireland together behind a team everyone can believe in through the power of Olympic Values. Believe in Extraordinary sums up what drives Team GB athletes and how the nation is moved by the power of their achievements and stories. For the athletes, Believe in Extraordinary reflects their journey of hard work and determination. For us as a nation, it is a rallying cry to come together to support and feel proud of this diverse, yet unified team. And for us as individuals, it is a motto to inspire us to believe that we too can achieve our personal best.
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NEW CREATIVE! HERITAGE
Taking inspiration from heritage apparel and kits since the 60s. This trend-led route also references iconography and graphics surrounding the Olympics, allowing for the visualisation of multiple sports and Team GB as a whole, through the use of iconic graphics and the suggestion of action and movement.
GEN Z
Bringing together a collage of patterns inspired by Team GB sports, type and photographic edits, we are able to visually represent Team GB as a collective. Not only of its athletes, but also representative of the Great British public coming together as a unified team.
KIDS
Inspired by stickers, patches and badge culture, this route represents Pride and Team GB as a series of collectible and colourful patches. We are able to show the many sides of Team GB at once, with individual patches representing sporting references, slogans and Pride himself, all to be collected and ‘worn with Pride’.
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UPCOMING EVENTS: Beijing 2022 London 2012 10th anniversary Paris 2024
“Over the past year we’ve worked with Team GB to produce a range of kids and adults scooters and helmets. We felt that they were a brand that really reflected our own core values of quality and perfection. The range includes three scooters, as well as two helmets that have been a fantastic and successful addition to our product offering. While every sale supports athletes on their journey to the Tokyo Games, this collaboration allows fans to feel even more connected to the brand as well as getting active. For us, this was the chance to tap into a new and engaged audience. Working with Team GB has been such a positive experience and we look forward to working with them again.” Ben Gibson, md, Micro Scooters UK
“It’s been a pleasure to work with Team GB and The Point 1888. The creative work was easy from our point of view. We were able to use the latest style guide to create a unique, personalised range for Moonpig, comprising 15 cards that are suitable for all ages and recipients. We’re looking forward to July when Team GB becomes our hero brand on the site to support the team.” Vikki Connor, licensing and publishing manager, Moonpig
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ROARING TO SUCCESS With the British & Irish Lions taking care of business on the pitch in South Africa, The Point.1888 and the commercial team have been busy handling the business of building the brand. “Every rugby fan is a Lions fan,” begins Tom Halsey, commercial director at The British & Irish Lions. “This is really quite unique; there is a mutual and underlying respect for the brand from fans of all the national teams and we have an opportunity to grow because of that.” With the team currently doing the business on the pitch over in South Africa, Tom and the team at The Point.1888 have been doing
the business back home, building the licensing programme and expanding its visibility at retail. “We really bought in to The Point.1888’s retail first strategy,” says Tom. “Along with their enthusiasm, creativity and dedication to the brand – as well as the fact they are all passionate Lions supporters – we knew they would be a tangible business success for the brand.” There are a broad range of licensees in place for Lions, with Tom explaining that it’s important for partners to take the brand into slightly different markets and touch difference audiences.
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KEY LICENSEES: Game on Glove, FOCO, ZAK, Danilo, Super Socks, Disrupt, Zenith, Titleist, BDA, Opro, Poetic Brands, Oddballs, Brecrest, Budgy Smuggler, Vision Publishing, Herrick, Polaris and Reach Sports. For example, partners such as Titleist play to the typical core rugby demographic, while Nerdy Banana, Budgy Smuggler and FOCO help to connect with the next generation of Lions fans, taking the brand into categories such as fashion, collectables, personalisation and entertainment. A challenge for British & Irish Lions is to become more of an ‘always on’ brand, says Tom. The series happens once every four years, so the commercial team is very focused on maximising the opportunities this summer and then looking at things on a more regular basis. “People don’t stop being a Lions fan once the tour is over; there is a market year in, year out and one of the evolutions of the brand is to be more always on in that respect. I certainly think there are more opportunities to work with retailers around the property – we have all been challenged by Covid but we feel the natural partners are there and that there is potential for something longer term to be put in place to support an ongoing relationship with the Lions.” Tom also highlights the FMCG space as being an interesting one, and potentially providing another touchpoint: “We have to ask, what does the future look like for the brand and what are the collaborations we haven’t conquered yet.” The fact that the South Africa tour will be broadcast in 135 countries around the world and in 150 million homes also opens up a whole international piece for the brand. “There is huge interest from broadcasters and fans around the world – NBC, ESPN and J Sports are all showing the games, for example,” says Tom. “This demonstrates the strength of the
brand in those markets and creates licensing opportunities for people to really engage with the team and the brand. Technology means that the world is shrinking and this is a great opportunity for rugby as a sport and Lions as a team to capitalise on this.” Ultimately, Tom believes that the brand is in a really strong position for further growth. “We’re a brand which really resonates with the customer base, we’re an inclusive brand and very passionate – we have all the foundations there to build on the success,” he enthuses. “We’re building on our data on how people engage with the brand tour on tour… they are buying licensed product, sharing content with their friends and family, and this is all really important. Our job is to take all of this good stuff and make it even better as we approach the next tour in 2025 and also to see how we can evolve the brand in the interim. “The brand DNA is incredibly strong and we have the ability to build on that.”
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Williams Racing has been synonymous with top level motorsports since the 1960s. Driven by the passion and brilliance of Sir Frank Williams, the brand has grown from humble beginnings to become one of the most decorated Formula 1 teams. Over the past four decades the team has accomplished numerous Grand Prix wins and nurtured some of the greatest talents in the sport. Now, following the sale of the team to Dorilton Capital, a new era begins with sights set on the front of the grid....
Target categories: Collaborations, Gifting, Stationery, Premiums, Health & Beauty, FMCG, Toys & Games. 10
2022 anniversaries:
30th anniversary of the Red 5 Williams Racing F1 car Sir Frank Williams’ 80th birthday 45th anniversary of the team’s first race
Title wins:
1982 Keke Rosberg 1992 Nigel Mansell 1993 Alain Prost 1996 Damon Hill 1997 Jacques Villeneuve
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ON THE GRID WITH WILLIAMS RACING For Hannah Stevens, head of sports at The Point.1888, the chance to represent Williams Racing’s licensing programme is a dream come true: “As a huge F1 fan, I have admired the Williams Racing team for many years and I’m thrilled to be able to work with them on this iconic sporting brand as they take their first major steps into the world of licensing.” The Point will utilise its ‘retail first’ methodology to provide fresh insight into how powerful licensing can be for a sports brand as Williams Racing aim to diversify its licensing offering. This will include an emphasis on finding new opportunities and partnerships that allow Williams Racing to be seen as more than just a motorsports brand, and moving towards a lifestyle brand. Hannah says: “This allows us the chance to help fans find new ways to engage with this incredible sport.” Tim Hunt, commercial and marketing director for Williams Racing said: “We are excited to have The Point.1888 on board to extend our brand licensing programme and to enable us to work with businesses we never thought we would. Through careful consideration of the types of products that will suit our purpose and values, we have the opportunity to increase our fan-base and build on our brand affiliation. We look forward to working The Point.1888 and seeing the incredible results.”
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It all started here… For more than 600 years, St Andrews Links has laid down the origins of golf as we know them and since then has driven the spirit and traditions of the game. On this narrow strip of land extending out into the Eden Estuary from the ancient town of St Andrews, golf was first played. The sandy soil and fine grasses of the Links at St Andrews were ideal for golf and, in 1552, Archbishop Hamilton issued a Charter formally recognising the right of the people of St Andrews to use the Links for golf. By 1764 a recognised18 holes were established, becoming the standard bearer for the game wherever it is played. Over the next 250 years the Links would be transformed, playing host to 29 Open Championships and undertaking a dramatic transformation of the golfing landscape with six further golf courses.
The Links are recognised the world over as The Home of Golf, a symbol for the global game, with values that are revered and cherished in the hearts of golfers across the world. St Andrews Links played host to some of the worlds best professional and amateur golfers and tournaments, hosting The Open, Women’s British Open, Senior Open and the Simpson Cup. The Links are also public courses, allowing golfers the opportunity to follow in the footsteps of the world’s greatest players, to relive magic moments and write their own chapter in more than 600 years of history. Today, St Andrews Links visitors are met with luxury, tradition, passion and a dedication to excellence that starts on the course and has now become a lifestyle.
Target categories: Fashion, FMCG and Collaborations with a wide variety of retail partners.
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Teeing off with St Andrews Danny Campbell Commercial Director Speaking about the licensing programme and the appointment of The Point.1888, Danny Campbell, commercial director at St Andrews, says: “St Andrews Links is arguably one of the most recognisable locations in world sport and the name St Andrews is synonymous with golf across the world, but we know that not everyone who visits our famous links is a golfer. “Many people who visit St Andrews will never have picked up a club before, but they understand the history and appreciate the huge innovations in the sport which took place here at the Home of Golf. We are trying to build a brand that harnesses the spirit of St Andrews Links and that is accessible now and for generations to come. The Point got it straight away.” St Andrews Links is a destination for leisure, he continues, whether that is playing on the golf courses, browsing in the stores or eating in the restaurants. Danny points out: “A trip to St Andrews is about much more than a round of golf and we are trying to recreate the experience for consumers who may not get the opportunity to visit here in person.” With a strong food and drink offering at its flagship restaurant – the Tom Morris Bar and Grill – Danny says that exploring the possibilities of authentic Scottish produce is among the plans. Equally, travel is an integral part of the customer experience and items related to passage seem like a natural brand extension.
Discussing aims for the end of the year, Danny says: “Ideally we’d like to have some really exciting product launches to talk about and products which allow us to occupy a lifestyle space we haven’t explored to date.” And heading into 2022, Danny is looking forward to The Open returning: “St Andrews Links will host the 150th Open Championship in 2022 for a record 30th time. With the (hopeful) return to normality for sporting events, we are really excited to be hosting this amazing tournament and welcoming spectators and viewers from across the world back to the Home of Golf.”
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Where the next generation of licensing
BRINGS BRAND STORIES TO LIFE. Story.1888 is the marketing and creative arm at The Point.1888 We create meaningful moments for brands that deliver true consumer love stories. We also know what consumers, retailers and brands want allowing us to deliver creative that is both retail led and consumer inspired.
OUR SERVICES. Creative Services
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Product Marketing
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Campaigns
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Because 77% of brands could disappear and no one would care.
WHY ? HOW ?
Our Storytellers come from all walks of life. We are an eclectic bunch with experience in retail buying, marketing and advertising meaning we truly understand how to best tell a brand’s story with retailers & consumers at heart. With our flexible approach we are also able to efficiently create and deliver campaigns with great ROI.
OUR STORYTELLERS
Will Stewart Managing Director
Martin McLaughlin Head of Story.1888
Sarah Crimes Marketing Director
Andrea Inglis Account Manager
Chris Brinkworth Marketing Manager
Ellen Sophie Fazakerley Loader Marketing Jnr Marketing Executive Executive
YOU DESERVE YOUR OWN BRAND LOVE STORY.
Please email us with a short explanation of your business challenge
Please email arrange hourfree freeconsultancy. consultancy! andus weto can book inyour your 11 hour thepoint1888.com/story 1888
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storytellers@thepoint1888.com
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Martin McLaughlin
Will Stewart
Bethan Garton
Sarah Crimes
Hannah Stevens
Anita Mir
Janine Richmond
Louise Williamson
Katie Wilkinson
Becky Langer
Gabbi Langdorf
Chris Brinkworth
Amy Wickham-Hurd
Andrea Inglis
Carrie Sharland
Rosanna Cousins
Sophie Fennessy Senior Product Development Executive
Ellen Fazakerley
Olivia Wiggett
Naomi Serradimigni Senior Commercial Commercial Manager Executive
Sadie Wright Product Development Executive
Max Pilcher
@thepoint1888
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Mia Wakeling
Rachel Steele
www.thepoint1888.com
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