KPMG Consulting launches new brainchild

KPMG Consulting today launched a new business offering into the local market, its Strategic Sponsorship Management business unit - a first of its kind for any local management consultancy. The business unit focuses on delivering a holistic approach to sponsorship planning, which includes the formulation of a strategic approach from inception to post-event analysis. The objective of this initiative is to ensure organisations are able to effectively measure the return on investment when evaluating large sponsorship opportunity.

The KPMG Consulting Strategic Sponsorship Management solution will give strategic counsel to organisations wanting to engage in sponsorship or advertising activities, both locally and internationally, in the sports, entertainment, culture and environmental sector.

"Sponsorship is a prized component of the marketing mix. However, it currently runs the risk of being ambushed by stealth by those who seek the benefits of expensive sponsorship without carrying the costs," says Ahmore Burger, director, KPMG Consulting Strategic Sponsorship Management. "Therefore, sponsorship must form an integral part of the marketing strategy if the overall marketing objective is to be achieved."

The development of the KPMG Consulting Strategic Sponsorship Management business solution is the result of an initiative based on a teaming agreement with Goldman Judin Maisels Inc.

"This new market collaboration between the two organisations will ensure the maximum commercial advantage and viability going forward. As part of the offering, all the financial and legal risks involved in sponsorship are defined and managed professionally; from go to market strategy to competition and regulatory strategy, including the legal components," says Burger.

"From an economic point of view, association rules often arise out of the recognition that there are sets of circumstances where a specific set of standards are necessary in order to produce an optimal outcome," says Michael Judin, a leading attorney specialising in sponsorship, from Goldman Judin Maisels Inc.

"It is often this ignorance that severely impacts on the expected returns that should flow from a sponsorship programme."

Sponsorship is a strategic partnership and therefore the market needs to be exposed to the required skills and knowledge within an entity that caters for all aspects dealing with sponsorship in SA.

"Sponsorship must not only provide a commercial return for the sponsor, but must also maintain the quality and integrity of the sponsored activity," says Burger. "This involves more than a simple cash transaction, it includes a committed, hands-on approach that provides business and marketing expertise. KPMG Consulting in conjunction with Goldman Judin Maisels Inc can provide the market with this skills base."