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Comment: Harnessing The Emotional Power Of Sports Fans

Tue 29th Nov 2016 | Marketing & PR

"Brands are able to harness the powerful emotional connection of sports fans" - Forbes

This is how DiscountIF was described in a recent article by the business magazine, Forbes. We feel this is a great summary of what we're all about and today I'd like to expand further with a practical example using Delta's sponsorship of Chelsea FC.

In my previous article I spoke about the problem which is presented to both sports clubs and their sponsors when dealing with sponsorship deals. Bringing out long-term value in a sponsorship is a big challenge for both parties, as well as determining the ROI of the sponsorship.

The example of Chelsea and Delta was briefly mentioned in the previous article  however I’d like to clarify it even further. Delta, the American airline, sponsor Chelsea football club however they also sponsor the New York Yankees, hockey's Los Angeles Kings, American football's Minnesota Vikings as well as Super Bowl winners Seattle Seahawks. Further illustrating the amount of money spent on sports sponsorships.

D_IF1 (D_IF1.png)

Though sticking to the example of Chelsea football club, Delta mainly focuses on leveraging their sponsorship by using some of the Chelsea players to showcase Delta’s products and services in numerous events around the world.

D_IF2 (D_IF2.png)

However through our technology Delta can create a direct link from their services to Chelsea football club. By offering Delta customers’ additional air miles if customers correctly predict the outcome of one of Chelsea matches. With DiscountIF both parties are able to create a proposition which links the two and creates an association in the mind of the customer, as well as prompts a transaction.

D_IF3 (D_IF3.png)

DiscountIF enables sporting clubs, as well as brands and retailers, to link rewards to live events. The rewards offered through DiscountIF’s technology can range from cashback, to discounts and voucher codes as well as fixed rewards, such as merchandise.

A simple integration delivers a clubs marketing team or agency a wide range of options to set up dynamic and engaging campaigns. These are designed to deliver sales first and rewards afterwards depending on the fans successful choice of an outcome.

Sports clubs are also able to go one step further and give their sponsors a chance to generate some real engagement from being one of their sponsors. We additionally enable sponsors to link their product or service directly to the sporting team or event they’re sponsoring.

As a result DiscountIF add real value to sponsorship partnerships by reinforcing the closeness of the relationship. Delivering unique and engaging ways to activate rights packages and demonstrate real metrics on ROI for the partner.

D_IF4 (D_IF4.png)

Besides the capital spent by sponsors on a sponsorship, they spend an additional amount to market that sponsorship, this was also mentioned in the previous article.  As a result the need for sponsors to leverage their sponsorship and generate a ROI for their sponsorship is getting bigger as more and more capital is spent on sports sponsors.

DiscountIF are giving sponsors and sport clubs the opportunity and power to link up in a highly cost effective way - which reaps a reward for everyone for involved!

Posted by: Aaron Gourley 

If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

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