In an office full of women, you’d be surprised by the level of sports enthusiasm and attendance we have here at Pierpont. Sure, part of it is due to allegiance to our alma maters (perennial powerhouses like the
University of Texas,
Louisiana State University and others), or even the fact that we grew up in the great football-loving state of Texas, but what’s really interesting is our combination of work and play.
The discussion of sports marketing and communications comes up often around our lunch table – what we would do to improve attendance, correct a player’s image problems, etc – but some of the most interesting conversation comes in terms of leveraging the sponsorships in which our clients have invested hundreds of thousands – if not millions – of dollars, and countless man hours.
While many companies have cut down their sports sponsorships and marketing efforts, successful ones carry on the tradition despite the economic roller coaster. Sports, as a communication tool, are unique in their ability to break down traditional cultural and linguistic barriers and are a competitive, creative and fruitful business product that is suitable for achieving different marketing objectives. What’s more, fans look to sports for an outlet – an escape from daily life and a time for relaxation, fun and bonding – especially when the stresses of a tight economy are bearing down on them. Companies that realize this will emerge from the recession with not only a strengthened brand image, but also a more loyal customer base through linking your company to a favorite sport or team.
There are a number of ways to leverage sports marketing and sponsorship opportunities – it all depends on your company, its brand, the sport or team you’re working with and the end goal you wish to achieve. From Riccardo Taff’s article
“Sports Marketing and the Evolution of the Sponsorship Format,” here are the top three ways to effectively leverage a sports marketing and sponsorship deal:
• Sponsorship Buy Model: The oldest and most traditional sports marketing and sponsorship model, where the sponsor buys a package that has already been created and becomes involved in the final stage of the event.
• Sponsorship Make Model: A more recent model in which the sponsor plays an active role in the creation of the event, taking part in its conception and organizing it according to its own objectives and values. If properly coordinated, this model is a winning one, as it allows the company to create moment-events that are rich in meaning for the consumer. That's why professional Sports Marketing Agencies have often promoted this kind of planning.
• Sponsorship Create and Manage Model: The most current sports marketing and sponsorship model, which allows the sponsor to manage the whole range of activities connected to an event and to define sport-based communication in various areas. This new model is essential to maximize the capacity of the events to capture an audience via multimedia coverage, to extend its memorability, for the formation of a community and so on. This results in a direct increase and consolidation of brand awareness.
One thing to remember when engaging in sports marketing is this – keep your messaging and brand identity consistent. Although your company may be engaging in a non-traditional, youthful and more “relaxed” environment for the first time, it’s important to remain true to yourselves and keep your target audiences (customers, investors, employees, etc) top of mind.