Sport, Sponsorship, and Successful Partnerships
Is sport a great vehicle to maximise your marketing?
Sport offers great sponsorship opportunities, providing local, national and global exposure for brands. I recently read an article on Duracell and their sponsorship with the Rugby World Cup, as well as a great read, helped by my enthusiasm and love of most sports, this really registered with me and how brands, through association, really benefit with their partnerships in sport.
A statement of intent… is quoted in this sponsorship.
But how does a brand choose the right sport? The sport has to be popular, well supported and watched. It has to be a good fit to the brand too, making sure the brand stays credible and strong throughout any partnership. The return has to be worthwhile.
And so do any off-shoot opportunities too… put your marketing hat on and fix Duracell and Rugby together, longer lasting, strong, endurance, power, energy, conversion… there is a host of great openings to align this sponsorship.
But one thing remains key to all this - the audience. Who will the brand be targeting via rugby, and how will their message reach the masses? Surely this is the ultimate goal, the immediate step to launching any successful partnership. How will this work for us.
I’m sure the people at Duracell have this well covered, they have huge stories going on behind this, and the Rugby World Cup is an ideal platform to assist.
Which then drew me closer to thinking about other sports, and when you look at any sport, you can instantly associate a brand sponsor. Football, Tennis, Golf, F1, and the brand lists are starting to grow already.
So how does a brand choose its associated sport? Or does the sport throw open an opportunity for a brand. We like to call it great research. We help make sure a partnership will maximise the audience awareness, exposure and ultimately help grow brand awareness and then sales. Chosen well these partnerships can continue to grow in unison for a long time, and the key to help this growth… is consumer driven.
Read the Duracell and Rugby World Cup article here