In the final part of the series, Simon Gresswell explains the ethos behind SGLP and his ultimate aims.
So, what is SGLP 2.0 all about… and given the obvious challenges right now, is sport a good sector to be in?
The approach is to evolve licensing to a more significant commercial revenue stream in sports. The world of sports is changing rapidly and licensing needs to evolve, change and integrate into the wider commercial plans of a brand, event, federation or retailer.
I’m very happy to be back working in the sports I know and love, working on projects with new clients, industry colleagues (old and new) and international events and federations, which are endowed with a similar ethos and set of values, that for me have been deep-rooted since taking up teams sports from the age of six onwards.
SGLP, which imaginatively stands for ‘Simon Gresswell Licensing & Partnerships’ (or ‘Simon Gresswell Less Prostate, if you know me really well…), is a product of my passions and my professions, which everyone strives towards combining and I think I’ve now done.
45+ years of experiences on and off the field, have also given me the ability to lead, administer and work with teams in my leisure and business pursuits. They’ve also given me the resilience to adapt, create and deliver on commitments.
Right now, it’s very hard to set concretely fixed objectives, but SGLP is essentially a hybrid of consultancy and agency, so can also create and adapt for business. At its heart is knowledge, service, delivery and drive, from SGLP, its partners and network. Our clients, partners and prospects are sports, charities, CSR and great people and institutions to do business with. As I’ve said in recent, preceding articles, there’s a real reset mindset in sport at present. Delivery of sports content, the content itself and retail channels are all in transition and will continue to evolve and adapt to whatever our lifestyles are, going forward.
Sport is a proven force for good and for change in many underprivileged areas of the world, but it’s role in providing health and mental health benefits to all segments of the population, is also more important than ever, re-engaging fans and new fans, re-encouraging participation and re-exciting viewers and supporters as much off the field, as on it, while also aligning with and supporting other great causes that have been highlighted and other dreadfully affected in these unprecedented times.
In this vein, SGLP also directly supports the work, fund-raising and objectives of Prostate Cancer UK, MIND, The Royal College of Nursing and Helena Mansell-Stopher’s excellent licensing industry initiative, Products of Change.
As ever, all the meets, greets and sporting experiences sound glamorous, but like every job, there’s been no small amount of sweat, tears and occasional blood, behind them. And this has continued ‘off the field’ over these last few months in particular and very occasionally, still on it. I don’t ever feel like giving up rugby tbh…
Do I miss my teams and spending time at Wimbledon or The Open each year, talking new business and/or entertaining clients? Hell yes, of course I do! But it’s also equally informative to be a punter again and make the choice to queue for evening tickets at SW19, as I did for 3.5 hours last year, or go to the Rugby World Cup in Japan with your mates, yet still be able to observe all the ‘marketing’ and L&M of the event from a consumer’s eye view and meet former colleagues and friends for nostalgic nights out.
I’m very proud of what I and colleagues have achieved over the years in sports licensing and fortunate to be part of what I consider to be a unique network, across all the commercial disciplines of sport. I now intend for SGLP to lead changes in sports licensing and establish the area as a more important and lucrative consumer touchpoint for sports brands, events, federations and retailers, who also want to strategically ‘play’ in the field of sports.
Sport is all about telling stories, entertaining, lasting impressions, memories and like so many professions, it is still fundamentally about what and who you know. Hopefully, that comes across from some of the above… this is (a part) of my story and I’ve discovered in more recent years that you have to have more fun, not just work hard and play hard and should try to make a difference while writing your story.
Hence SGLP 2.0 is open for business.