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Comment: How Brands Use Sporting Events To Engage With Customers

Wed 18th Jan 2017 | Football Sponsorship

Sporting events bring a lot of opportunities for brands to engage with their target audience with emotions and passion for the sport usually running high.

For this reason brands tend to engage with their audience around a sporting event.

DiscountIF will be releasing 4 articles in the coming weeks; their series of articles will be discussing 4 different approaches of how brands engage with their customers during sporting events.

The first type of engagement to look at is the sponsorship of the event. This form of engagement is the most likely to give your brand the most awareness as every other brand engaging in a promotion around the event will have to mention your brand’s name due to licensing.

Although this may reap a lot of high rewards, it is also extremely costly to the brand. For example Barclays were previously title sponsor of the English Premier League, making it officially known as the Barclays Premier League.

DIF_PL (Image 1.png)

This sponsorship has ended last season (2015-16) and will not run into the current season. Barclays had agreed on a £120m three-year deal in 2012, an increase of almost 50 per cent on their previous £82m contract. Though with Sky and BT Sport paying a record £5.1billion for TV rights from the start of the 2016-17 season, Barclays feared the cost of their next sponsorship will also rise considerably.

Nonetheless over the past few years Barclays have been able to gather a lot of brand awareness through this sponsorship. The fact that the Barclays Premier League was also the most watched domestic league in Europe, if not the world, definitely added to the growth of the Barclays’ brand throughout the years.

DIF_2 (Image 2.png)


DiscountIF
is a unique and innovative marketing tool which gamifies transactions through live sport events. With DiscountIF’s reward platform, brands are able to increase sales, engagement and retention by strengthening the emotional connection between the brand and the customer.

Written by the team at DiscountIF 

Posted by: Aaron Gourley 

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