VSI
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

Levy
FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

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 

RETURN TO LATEST NEWS SECTION
SUBSCRIBE TO THE FCBUSINESS RSS FEED
 
If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Manchester City Announce Premier League's First Sleeve Sponsorship Deal

Fri 17th Mar 2017 | Football Sponsorship

Manchester City has become the first Premier League club to announce an Official Sleeve Partner. Korean tire giant, and existing club partner, Nexen Tire has renewed its partnership and becomes the...

AFC Fylde Partnership Gives Youngsters Striking Future

Fri 3rd Mar 2017 | Football Sponsorship

Over 600 young adults from Blackpool, Fylde and Wyre will benefit from a new partnership that aims to equip them with employment skills. AFC Fylde Community Foundation has joined forces with its new...

West Brom announce Asian partnership with IGOFX

Thu 2nd Mar 2017 | Football Sponsorship

West Bromwich Albion Football Club and leading Forex company IGOFX have today announced a partnership that will run until the end of the 2017/18 season. Albion players Darren Fletcher, Jonny Evans,...

Aladdin Group becomes global partner of Manchester United

Wed 1st Mar 2017 | Football Sponsorship

Manchester United and Aladdin Group have today announced a global partnership. As part of the partnership, Aladdin Group will work with Manchester United to generate brand awareness and compelling...