IAF 2018 Sponsorship Evaluation and future opportunities (1)

INTERNATIONAL AGILITY
FESTIVAL

SPONSORSHIP EVALUATION

Presentation to CSJ Specialist Canine Feeds

International Agility Festival | CSJ

Event Overview:

2018 KEY ACHIEVEMENTS:
• Now in it’s 14th year, The Kennel Club International Agility Festival (IAF) was held for the fifth year at Rockingham Castle in

Corby on the 9-12 August 2018
• The Festival is open to all dogs from any country and is the only International event open to all dogs (whereas the FCI only

allows pedigree dogs).
• The event includes over 200 separate classes and includes the following competitions:

• The International Young Handler competition
• The Nations Cup for leading competitors,
• Qualification classes for the Kennel Club Starters Cup for Discover Dogs
• Kennel Club Novice Cup, Special International Class and British Open which are held at Crufts
• The Kennel Club Olympia Agility Stakes Semi Finals which qualifies for the Kennel Club Olympia Agility Stakes finals

at Olympia Horse Show in December
• The number of public visitors to the event were 2,184.
• The number of international countries stayed at 19 - we will continue to focus on getting a higher international presence next

year.

The Kennel Club | Marketing Department | October 18 | Page 2

International Agility Festival | CSJ

Event Figures

2015 2016 2017 2018

Dogs 2,736 2,961 3,171 3,299
Entries 20,080
Countries 21,414 24,105 25,059
14 17
Trade stands (Belgium, Germany, 19 19
Caravans Luxembourg, Netherlands, (Austria, Belgium, (Austria, Belgium, Canada (Austria, Belgium, Canada
‘Have a go’ entries Ireland, Switzerland, USA, Channel Islands, France, China, Czech Republic China, Czech Republic
Companion Dog Show Spain, Norway and France Germany, Hungary, Italy, Finland, France, Germany Finland, France, Germany
entries plus the 4 home nations) Italy, Japan, Luxembourg Italy, Japan, Luxembourg
Scruffts Netherlands, Poland, Netherlands, Norway Netherlands, Norway
Public visitors 45 Ireland, Spain, Rep Ireland, Slovenia Rep Ireland, Slovenia
720 Spain, Sweden Spain, Sweden
Switzerland and USA, Switzerland and USA, plus the 4 Switzerland and USA, plus
251 plus the 4 home nations) home nations) the 4 home nations)

488 45 45 45

122 720 750 750
2,000
211 139 150

609 512 341

176 165 139
2,610 2,889 2,184

The Kennel Club | Marketing Department | October 18 | Page 3

International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

The Kennel Club | Marketing Department | October 18 | Page 4

International Agility Festival | CSJ

Branding & Sponsorship Recognition:

ITEM
Recognition as Official Sponsor International Agility Festival
Branding in directional signage around the event
Sampling to competitors and visitors – vouchers were distributed on advert in Guide
Branded start and finish jumps in main ring
Branding on rosettes and judges jackets – 44 jackets provided
Prizes delivered as promised
Branding on podium and product placement
Branding on the promotional flyers and posters

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International Agility Festival | CSJ

Branding:

The Kennel Club | Marketing Department | October 18 | Page 6

International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

The Kennel Club | Marketing Department | October 18 | Page 7

International Agility Festival | CSJ

Insights

SAMPLE – 696 IAF COMPETITORS

Competitor Profile:
33% 25-44 and 53% 45-64
87% female

Regular competitors at the International Agility Festival (76% - 82%)
23% compete with one dog, 31% with 2 and 18% with 3. 29% compete with 4 or more dogs
58% attend agility events with caravan or camping

Most competitors keep fit through walking, running, gym and swimming
Competitors also compete in Obedience, Canicross, Dog Showing and Rally competitions
Foods they consumer pre and post exercise are fruit and vegetables, Cereal, Energy drinks and Nutrition bars

Type of food nutrition 43% feed dry food, 32% raw and 13% mixed
Brands of food – 11% Natural Instinct, 7% Natures Menu, 6% CSJ, 6% James Wellbeloved and 5% Arden Grange
Supplements – 38% YuMove, 15% CSJ Herbs, 13% JointAid and 6% Dorwest

Areas to improve upon at the Festival: Highlights:
• Day Car Parking • Watching the main ring
• Catering Choices • Atmosphere

• Venue • Competing
• Competitor Guide • FPP service
• Goody Bag • Meeting international competitors

• Competition Rings • Socialising

The Kennel Club | Marketing Department | October 18 | Page 8

International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

The Kennel Club | Marketing Department | October 18 | Page 9

International Agility Festival | CSJ

Signage:

ITEM
Banners around main ring and competition main rings x 22

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International Agility Festival | CSJ

Signage:

The Kennel Club | Marketing Department | October 18 | Page 11

International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

The Kennel Club | Marketing Department | October 18 | Page 12

International Agility Festival | CSJ

Stand:

ITEM
Prominent 15 meter Stand in prime location, adjacent to the main ring
Five car passes over the festival period @ £5.00 each

The Kennel Club | Marketing Department | October 18 | Page 13

International Agility Festival | CSJ

Stand & Ticket Allocation:

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International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

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International Agility Festival | CSJ

Advertising:

ITEM
Double page spread in show guide (visitor and competitor)
Advert in schedule distributed at Crufts
Editorial, social media and articles in Kennel Gazette

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International Agility Festival | CSJ

Advertising:

• Advert in show guide and
competitors guide

• Schedule available at Crufts 2018

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International Agility Festival | CSJ

Event Advertising:

• A5 flyer distributed at Crufts and

KC events
• A3 poster mailed to local

businesses

• Advert placed in local media

The Kennel Club | Marketing Department | October 18 | Page 18

International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

The Kennel Club | Marketing Department | October 18 | Page 19

International Agility Festival | CSJ

DIGITAL:

ITEM
Social media presence
Website links and banners
Branding on live stream and email to competitors

The Kennel Club | Marketing Department | October 18 | Page 20

International Agility Festival | CSJ

Web activity:

Page Views 2018 July August
2,286 9,619

http://www.thekennelclub.org.uk/events/international-agility-festival/

The Kennel Club | Marketing Department | October 18 | Page 21

International Agility Festival | CSJ Circulation Open rate CTR
110 80%
Newsletters: 76%
3091 39%
ITEM 3084 33% 16%
The Scribe – January 3083 31% 14%
IAF drink reception – IAF International competitors (July) 3081 32% 15%
IAF International Competitors (February) 12%
IAF Newsletter – Day 1
IAF Newsletter – Day 2
IAF Newsletter – Day 3
IAF Newsletter – Day 4

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International Agility Festival | CSJ

Newsletters and Emails:

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International Agility Festival | CSJ

IAF Daily Newsletters:

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International Agility Festival | CSJ

Social Media:

Social Media Activity

REACH FACEBOOK
ENGAGEMENT 24,003
POSTS 770 – LIKES, COMMENTS AND SHARES
7

The Kennel Club | Marketing Department | October 18 | Page 25

International Agility Festival | CSJ

Branding

Public Insights
Relations

Digital Signage

Advertising Stand

The Kennel Club | Marketing Department | October 18 | Page 26

International Agility Festival | CSJ

PR:

2018 KEY ACHIEVEMENTS: • Primary Times online • BBC Radio Hereford & Worcester
• Ideas4PetRetail • BBC Radio Kent
Print and online: • Blackpool Gazette • BBC Radio Lancashire
• Daily Mirror • BBC Radio Leicester
The press office invited journalists and photographers from national • Lancashire Evening Post • BBC Radio Lincolnshire
newspapers, picture agencies and local press to the International Agility • BBC.co.uk
Festival to capture images and video to promote the show, CSJ as the • BBC Radio Norfolk
sponsor and agility as a canine activity. This resulted in some great • Agility net • BBC Radio Oxford
coverage with excellent local and national reach such as BBC Radio • Agility Voice • BBC Radio Shropshire
Northampton and BBC online, which would have helped to drive footfall to • Corby Evening Telegraph • BBC Radio Surrey
the event and increase brand awareness around the UK. • BBC Radio Northampton • BBC Radio Sussex
• Skiddle • BBC Radio Three Counties
Radio coverage achieved: • BBC Radio Coventry and • BBC Radio WM
• Free Radio FM – Birmingham &
Radio agency Cre8 Media were utilised to maximise radio coverage of the Warwickshire
event which resulted in 33 confirmed broadcasts across 21 individual • BBC Radio Derby Black Country
stations. The packages consisted of interviews with two competitors as • BBC Radio Devon
well as Kennel Club secretary Caroline Kisko – CSJ were also mentioned • Free Radio FM – Coventry &
as the main sponsor of the event. The radio coverage alone reached an • BBC Radio Essex Warwickshire
audience of around 3.1 million listeners • BBC Radio Gloucestershire
• BBC Radio Essex

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International Agility Festival | CSJ

PR:

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International Agility Festival | CSJ

PR:

The Kennel Club | Marketing Department | October 18 | Page 29

THANK YOU FOR
YOUR SUPPORT!

International Agility Festival | CSJ

Proposal for Future Support

As previously discussed, we are looking to separate the International Agility Festival from the Agility Team GB activity.
• 2013 – 2015: £18,500 for exclusive pet food and supplements IAF and Agility Team GB sponsorship
• 2016 – 2018: £24,500 for exclusive pet food and supplements IAF and Agility Team GB (incl. Juniors) sponsorship
CSJ has the right of first refusal on this opportunity:

Option 1 Exclusivity for Pet Food and IAF Agility Team GB Package Total (three
Option 2 Supplements £20,000 £10,000 year commitment)
£14,000 £8,500 £30,000
Exclusivity for Pet Food only
£22,500

The Kennel Club | Marketing Department | October 18 | Page 31

International Agility Festival | CSJ

Sponsorship Delivery

Branding International Agility Festival

Signage Branding on webpages on KC website, equipment, clothing, rosettes, podium, promotional materials
Advertising and publications, trophies, branding on officials and judges clothing, branding on running orders and
Other results, podium backdrop

Sponsor banners placed in each competitor ring. Flags to be supplied by sponsor for distribution
around the show

Page advertising in the schedule and programme

Tagged posts and social engagement activity, product placement on podium, trade stand, sampling
and goody bags and hospitality, prizes, commentary mentions, inclusion in emails to competitors,
insights.

Branding Agility Team GB
Signage
Other Sponsored by naming rights, branding on webpages on KC website, clothing, publications, photo
opportunities, branding on pull up banner placed at all squad and team days
Sponsor pull up banner to be displayed at all events (supplied by Sponsor)

Tagged posts and social engagement activity, sampling and goody bags, inclusion in emails to
competitors, insights.

The Kennel Club | Marketing Department | October 18 | Page 32

International Agility Festival | CSJ

Proposal for Sponsorship of the European Open
2020

The Kennel Club is hosting the European Open 2020 which is due to take place just prior to the International Agility Festival. It is
hoped that we will attract the same international competitors and audience to both events

Branding Website homepage, equipment, clothing, rosettes, podium, live stream, promotional materials and
publications, trophies, ring numbers, lanyards, branding on officials and judges clothing, branding on
Signage running orders and results, podium backdrop
Advertising
Other Sponsor banners placed in each competitor ring. Flags to be supplied by sponsor but place
Option 1 – Exclusive appropriately around the show ground.

Page advertising in the schedule and programme and advertising web banners on the EO2020
website.

Tagged posts and social engagement activity, product placement on podium, trade stand, sampling
and goody bags and hospitality, prizes, commentary mentions.

£38,000 (sole sponsor)

Option 2 – Gold Package £18,000 exclusive for pet food

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