snowsport scotland
TYPE / sport, sponsorship strategy
DATE / mar 2024 - aug 2024
Snowsport Scotland (SSS), the national governing body for ski and snowboarding in Scotland partnered with Sport Science Agency (SSA) to revolutionise its sponsorship approach. By conducting a comprehensive audit and developing a strategic ecosystem of sellable sponsorship assets, SSA empowered SnowSport Scotland to attract long-term partnerships that align with its goals of talent development and success on the global stage.
client view
Snowsport Scotland is dedicated to fostering excellence in snowsports across their four main disciplines, with a focus on developing athletes who will compete at the 2024/25 Winter World Cup circuit and the 2026 Winter Olympics and Paralympics.
Recognised as a leading national governing body (NGB) within the UK, SnowSport Scotland, aimed to transform their commercial strategy to ensure sustained growth and support for their athletes, staff, and programmes.
the ssa solution
Snowsport Scotland faced several challenges:
Limited commercial infrastructure and sponsorship revenue.
A lack of structured, sellable sponsorship assets.
A need to differentiate itself in a competitive market dominated by larger, better-funded NGBs.
The organisation required a strategic framework to attract sponsorships that would support its talent pipeline, operational functions, and long-term goals.
To address these challenges, Sport Science Agency developed a robust sponsorship strategy designed to maximise SSS’s commercial potential and align with its objectives.
comprehensive sponsorship strategy
Sport Science Agency conducted a strategic review of Snowsport Scotland’s sponsorship operations and consulted with leading industry experts to understand market trends and competitor strategies. This comprehensive review enabled SSA to craft a tailored sponsorship strategy that addressed SSS’s unique challenges. Central to the strategy was a competitor analysis, which provided insights into how other national governing bodies successfully structure and market sponsorships. Additionally, SSA worked on value proposition development, highlighting Snowsport Scotland’s distinct assets, including its lifestyle appeal and its reputation for nurturing world-class talent.
rights matrix development
SSA designed a strategic ecosystem of sellable sponsorship assets to maximise Snowsport Scotland’s commercial potential. This ecosystem included opportunities for association and branding, allowing sponsors to align their brands with SSS and its elite athletes.
Communications and content platforms were integrated to engage sponsors through compelling storytelling and performance-driven campaigns. Furthermore, campaigns and experiences were created to provide focused activations and events, enabling sponsors to connect directly with Snowsport Scotland’s dedicated community and foster deeper engagement.
go-to-market toolkit
To support Snowsport Scotland’s efforts in taking the sponsorship strategy to market, SSA developed a robust go-to-market toolkit. This included a detailed rights matrix that outlined sponsorship categories and potential revenue streams, providing a clear framework for identifying opportunities and value. SSA also delivered customised sales materials, tailored to attract high-value sponsors and ensure that Snowsport Scotland could confidently present its offerings to prospective partners. Together, these tools equipped SSS with the resources needed to achieve its ambitious commercial goals ahead of the 2026 Winter Olympic Games.
outcome
The sponsorship strategy developed by Sport Science Agency positioned Snowsport Scotland to secure valuable partnerships that align with its commitment to talent development and athlete success. By offering innovative, performance-driven sponsorship opportunities, Snowsport Scotland is now able to compete effectively in a crowded market while delivering measurable ROI for its sponsors. This approach enhanced SSS’s credibility with potential partners, supported by professional-grade sales materials and a clear value proposition. The strategy also established clear revenue targets and a sustainable framework for long-term growth, elevating Snowsport Scotland’s market differentiation by showcasing the unique lifestyle appeal of snowsports and the organisation’s role in developing Scotland’s elite athlete pipeline.