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Advertising through Channels - How Brands Use Sporting Events to Engage with Customers

Mon 23rd Jan 2017 | Marketing & PR

This is part 3 of DiscountIF’s 4 article mini-series; they will be exploring the ways in which brands use the ‘standard’ channels of advertising.

Although not as costly as sponsoring the event or the sports team itself, this form of advertising still requires a hefty investment from the brand to really reach their desired audience successfully.

Normal channels of advertising also exist when engaging with the brands’ target audience around a sporting event; these include billboards, Facebook ads, TV commercials, magazines, etc. Promoting the brand through ads on TV when a football match is being aired is one way to reach the brands audience. This can be seen in the video below, where KIA use commercials to strengthen their position as the main sponsor for the Euro 2016.




Although this form of advertising has been around for a while, it’s becoming more and more costly to advertise your brand during sporting events.  At every football stadium there are electronic billboard ad banners which are constantly changing and advertising different brands.

DIF_Cola (Image 1 (2).png)

The Coca-Cola logo is seen in the banner in the background of the image above; this is displayed all around the stadium, with different brands advertising on these banners during the match. In this case Coca-Cola sponsored the FIFA World Cup and is also using different channels of advertising to support their marketing campaign and brand. However there are other brands which advertise during a football match through these banners and are not directly linked to the team or the event.

Brands are linking themselves up to sporting events more than ever in the past few years, and DiscountIF offers brands the chance to do this in a highly economical manner. For example, offering your customers the chance to get an extra 6 month subscription IF they predict England to win the Euro 2016. With the use and implementation of DiscountIF, brands have the chance to reward customers once they complete a purchase/sign-up/subscription or any other form of transaction on site.

Written by the team at DiscountIF

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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