The crossroads of marketing and play made the first impression on the map, particularly 86 years ago. When a photo of New York Yankees first base lot Lou Gehrig gave the impression on General Mills Wheaties’ breakfast cereal boxes in 1934, the bucket was released for the champions. breakfast brand.
By dawn in 2020, global investment in sports marketing and sponsorships would reach $1 billion a week, according to British marketing intelligence firm WARC.
The destination of investments in sports sponsorships and marketing is part of our collection of Covid-like unknowns What we do know is that the sports sponsorship game has replaced it in a way that we might not be able to evaluate as it should be.
To resolve the uncertainties, I recently asked Paul Farris, professor emeritus of communication in business administration at the University of Virginia, to share some of his thoughts.
Paul Talbot: When we move away from scrum 2020 to assess where we are now in the history of sports marketing sponsorships, what do you think is being mentioned?
Paul Farris: Mainly wonders if stadium-related sponsorships, adding payment rights, will evolve into other sponsorship and logo activation opportunities.
Even smaller local efforts, such as Packer Bars, are suffering to retain the enthusiasm generated through and in a crowd of fans. Add combined, polarized reactions to political positions taken across groups and players, and we’ll probably never pass that. way back.
Talbot: One of the elements of marketing strategy is that the organization is explained through the products it sells, but through the benefits it provides to its customers, how can this precept be aligned to the fullest with an investment in sports sponsorship?
Farris: Not all consumers are the same and many sponsorships have the best chance of helping sponsors create prices with suppliers and resellers. Tournaments and golf trips with key clients to attend professional tournaments are just two of the many opportunities to use the game with consumers. .
Kimberly Clark’s NASCAR sponsorship was once leveraged by holding competitions among grocery managers to determine who could create the most artistic and effective presentations of their paper products. The “winners” were able to attend the races, meet and greet drivers and crews, etc. This seemed to me to be a mutual benefit to the stores, KC’s sales and the possible loyalty and goodwill of its grocery customers.
Talbot: In 1954, the St. Louis Cardinals (MLB) replaced the call of what was then Sportsman’s Park to Busch Stadium. For more than 66 years, what have marketers learned about the price of name rights and how have those investments been exploited to the fullest??
Farris: I have nothing special to offer here, unless developing in Missouri, it was hard for me to believe a beer unless Budweiser (then Busch) was sold in a Cardinals game.
Talbot: Would you like to share more data about sports marketing sponsorships?
Farris: Many years ago, I wrote a case about McDonald’s sponsorship of NASCAR. Not being a NASCAR fan, I was surprised by the intensity with which enthusiasts followed and idolized individual pilots.
At the time, a cake harvester was sold that helped bakers create cakes by modeling their favorite car. I wondered if it was a “flash in the pan,” but Google’s NASCAR cake concepts and see what comes up.
Of course, the challenge of exploiting this kind of loyalty and commitment is the inability to do what Kyle Larson and Colin Kaepernicks will do next.
I’d like to have an exit strategy.
Less delays in marketing strategy. I am a reformed former media executive, with service tours at AOL, CBS Radio and Nationwide Communications.
Less delays in marketing strategy. I am a reformed former media executive, with service tours at AOL, CBS Radio and Nationwide Communications. I’m a fan of F. Scott Fitzgerald, the Boston Red Sox, the Principality of Liechtenstein, fried clams, fog and prizes that end with number 7.