Monday’s
announcement of a new World Championship sponsor will expose how far snooker
has to go to convince the business and sponsorship worlds that it is worthy of
serious investment by blue chip companies.
World
Snooker instituted a sealed bids process for interested backers for the game’s
premier event last September but I understand this has failed to find a sponsor
willing to invest at the level the governing body was hoping for.
Instead,
a one year, stop-gap sponsor will back this year’s World Championship and the
quest for a blue chip sponsor for 2014 will continue.
Though
any sponsor in tough economic times should be welcomed, this is a setback for
World Snooker and, in particular, for Barry Hearn, who believes the
championship is worth much more than Betfred were paying for it for the last
four years.
I
agree with him, but the business world does not. This is less a reflection on
his negotiating skills than the perception of snooker.
The
facts don’t seem to matter: 17 days of live BBC coverage in the UK, extensive
live coverage in 60 European countries on Eurosport, an audience of over 100
million in China and streamed coverage in various other parts of the world plus
all the other media exposure the tournament will generate.
The
global reach of snooker has never been so broad but the sport still suffers
from a cultural snobbery which seems to ignore all of this and the viewing
figures it obtains.
CEOs
of major companies prefer golf and tennis. They think the audiences for these
sports have more money.
People
with money also watch snooker but perhaps our game’s biggest problem is that
the audience is so broad that sponsors don’t know who they should be targeting.
However,
snooker hasn’t helped itself. By continually advocating downmarket formats and
tournaments – Power Snooker, the Shootout etc – the sport is doing little to
appeal to blue chip sponsors.
How
many players have suggested snooker should become more like darts? They’re
wrong. If the sport wants upmarket sponsors it should move upmarket. If it
wants to remain the domain of beer, fags and bookies sponsors, with a level of
prize money which, though good, will never hit the heights of some other
sports, then it should carry on as it is – just don’t complain about it.
There’s
nothing wrong with being a working class sport. Snooker has come from honest
roots and is widely accessible as a participation activity and professional
sport to be watched either live or on television.
Its
players are ordinary men who can be easily identified with. The game has many
variables and delivers high drama and entertainment.
Snooker doesn't have to apologise for what it is but it needs to take steps to persuade people what it could be.
If the snooker world wants to compete globally with other major sports then it
needs to understand what high end sponsors want and the image that needs to go
with it.
We
need players appearing in GQ magazine, not Loaded. We need events which cater
to families, not mobs of drunks. We need players embracing the places they
play, not slating them.
Hearn
is big enough and successful enough to take this setback on the chin and will
be putting the hours and the airmiles into unearthing a long term, prestigious
partner for the World Championship from next year on.
But
this is a task which has proved harder than he thought and underlines the fact
that snooker is not at the top of the list of sports major companies want to
give their money to.
In
the meantime, of course, none of this will stop anyone enjoying the actual
tournament.