For more than 30 years, sport – the world’s favorite passion – has been a strong driver for multinational brands to masterfully reach many passionate fans all over the world. Unlike standard marketing, sport affords manufacturers an affordable, incorporated marketing program which activates captive target demographic through a personal, sentimental relationship.
Almost 2 million followers in Singapore tuned in real-time to witness the Lions grab the Asean Football Championship trophy earlier this year. The real-time telecasts of both legs of the finals between Singapore and Thailand became the best two rated shows in the country that week (and rank one of the best all year long), and further, the audiences reached in Southeast Asia established its status as ratings leader in this particular region. This extensive and passionate following offered title sponsors like Nikon, Nike, JCB, Yamaha, Toyota, Toshiba, Maxell, Konica Minolta, Epson and Emirates Airlines the one of a kind opportunity to link their brand names with the most renowned sport in the world – football, also, the emotional feelings which it generates amongst its supporters.
In just a little more than the 90 grueling minutes of the second match final that was broadcast live over satellite and terrestrial channels, these sponsors’ brand names even earned the captured interest of a large number of spectators not only in Singapore but through Southeast Asia. To realize this degree of media exposure by means of above-the-line marketing techniques could have cost a lot more and yet produced a far smaller return on investment (ROI).
Sports marketing includes several areas – events, athlete endorsements, sponsorship, multimedia, TV broadcast and press coverage – and it is generally part of a wider marketing mix. It has demonstrated that there is typically no greater client partnership when compared with having followers imitate their cherished sports stars and teams by sporting precisely the same branded attire or purchasing exactly the same products or services that their sports personalities are attached to. There isn’t anything more powerful than seeing a passionate and interested group of fans huddled in a packed bar captivated by the action on the big screen, or arriving at the stadium in droves donning the branded gear of their much-loved team or athlete.
A different instance is the upcoming Asian Cup that offers sponsors the benefits of a built-in marketing structure on local and regional standards. During the last edition of Asia’s top football event, 442 matches were sent out all around over 40 nations in Asia. A cumulative 748 million Asian football enthusiasts watched every single minute of the action. This year’s Asian Cup guarantees to achieve much larger viewership numbers and engrossed audiences to sponsors. Using an emotional attachment centered around local affinity, sponsors can connect exclusively with their prospects by crafting a sport experience applying their labels whether it be on-screen or in-stadium, by means of promotion, product advertising tie-ins, hospitality, items sampling and fan contests.