If domination is what you are hoping to achieve then you need deep pockets. Also, you will need to understand some rules around official photography and how your branding will look from a long angled lens.
Cinch and Cazoo are going hard across all sport verticals, and music too
If you are planning to gate crash a market and want to gain maximise awareness with a new customer group you could use the strategy being put in to play by Cinch and Cazoo. Cinch are going hard across all sport verticals, and music too. Sponsorship deal entry price points do not seem to be a barrier as they aim to target sports and music fans who obviously map to their exact customer demographics and personas.
The turnover of brands using soccer shirt or training wear sponsorship is very high
Tactical work in soccer is common place but as a former sponsorship manager for Adidas I would not advocate this route. Why? Because the turnover of brands for high profile soccer club shirt or training wear sponsorship is very high. Meaning, brand recall or building brand association is extremely hard to achieve in a short time frame, so this is not a good mid or long term strategy to build revenue. Sponsorship rights sellers will try to justify the cost and benefit with evaluation which centres on opportunities to see, or visibility in media compared to advertising or PR product placement metrics which would need to be fully evaluated to make a sound commercial comparison.
Castore have executed some good tactical sponsorship with sports ambassadors
The view from a short angle lens can be much more interesting as Castore have proved with some good tactical work with sports ambassadors currently in the media spotlight. Think head shots, branding opportunities that are above the neck line first, then torso, shoulder, and nape. These areas are the really interesting hot spots for branding. Sponsors can now benefit from club, players or tournament official imagery (match day, tour or tournaments) which will be spread not just across sports media outlets but social media channels too. More recognition and awareness can be achieved through google or in platform search in social platforms for well executed branding.
Cinch also recently announced its headline sponsorship deal of five Live Nation music festivals, including Latitude, Creamfields, TRNSMT, Isle of Wight Festival and Edinburgh Summer Sessions as it battles it out with Cazoo. Cazoo has also completed a Spanish football sponsorship double with Valencia and Real Sociedad.
The top 8% of Facebooks best posts last year were "organic video"
All of these strategic plays will help target first time buyers and repeat purchasers. The sponsorship strategies will provide a brilliant digital footprint for the brands to work with. 40% of millennials refer to an online review or testimonials before purchasing, so sponsorship strategies are a great way to build content quickly. And, 8% of Facebooks best performing posts last year were organic video, perfect for linking competitions to sharing event or match content sponsors can take ownership for. With over 1.8 million users using Facebook groups, realtime unique content and IP rights activation, or match action that an approved sponsor can use for mid or long term advocacy strategies will grow brand audiences and increase sales for sponsors.
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