As the UK gears up to mark one year since the start of the London 2012 Olympics, Gorkana catches up with Merrick Haydon, MD of Revolution Sports + Entertainment, on what it takes to be a sports PR.
What got you into sports PR?
I have always been passionate about sport so I wanted a way to use this within my career. During my business degree I found that sponsorship and marketing was an area I really enjoyed, which lead me into doing my dissertation on sponsors in horse racing. This helped me get my first placement in sponsorship and PR at the Vodafone Derby as a press officer, and I’ve never looked back since.
Is there a typical day?
No not at all! One day I could be heading off abroad to support a client sponsoring a golf event and the next I could be in the office going through annual budget reports.
You travel constantly, even once flying from London to Rio for a 45-minute meeting – is that the nature of all sports PR roles?
It very much depends on the brands you work with I think. We have a very international client base at Revolution so lots of what goes on involves us going around the world in order to attend meetings, or to support events which our clients are staging.
Is sports PR just about brokering sponsorship deals and sponsorship activation?
That is a large part of what goes on, but it’s not the only thing. Our main aim is to make sure the brands we work with bring its sponsorship to life and we do this through various methods, but increasingly it is about engagement; whether that be with fans, the media or VIPs. Social media and digital are now the glue that bind all these engagement activities.
How hard is it to match the right brand with the right sports sponsorship?
It is difficult but in many ways that isn’t a bad thing. The key thing is to consider a brand’s target market and its aims and objectives of the sponsorship – once you have these it’s a case of finding the right category or creating a new bespoke sponsorship which will tick all the boxes.
Is there a particular sport that lends itself most to PR?
Obviously the most popular and media worthy the sport, the easier it is to PR. That said, almost every sport is backed in some way by sponsorship and has a fan base, so therefore has the capability to be involved with PR. As a result I wouldn’t say there is one particular sport that is best suited to PR.
On the whole, what do sports journalists think of sports PRs?
If we are able to offer them access to a leading athlete then we can be the best of friends!! But aside from this we tend to both have a shared passion for sport, giving us a common ground and meaning we do get on well.
What advice would you give to someone wanting to get into sports PR?
Be passionate and keep writing things such as blogs, which will show companies that you are enthusiastic about sport. It is also important to have some work experience in the sporting sector and to know what is going on in the sporting world day-to-day, as well as being hot on your social media.
What skills are essential for a sports PR?
Enthusiasm, hard work and having a passion for sport are all very important. I also think it’s crucial that you are not scared to get involved in things which may be outside your comfort zone.
What do you look for in new recruits?
Someone who is really keen and passionate on sports at all levels, and doesn’t shy away from tasks. Previous work experience is a huge bonus.
You’ve said you always ask job interviewees what sports PR campaign has caught their eye. What has caught yours recently?
One campaign which really caught my eye was Bubba Watson and Oakley, and creating a hovercraft golf buggy. It was a great stunt, which gained no end of media coverage, and was the talk of the office all week. The YouTube video now has more than eight million hits, which further shows the popularity of the activity.
Any PR sporting nightmares you can tell us about?
I was at a polo match in France where our client was the title sponsor. Minutes before the match began one of the teams came on to the field wearing a kit displaying a main competitors brand – considering the match was being televised around the world this was a big no no. However after a quick dash to the supermarket for some white tape to cover up the logos, the emergency was averted!
And finally, what is your favourite sport?
Rugby union.