Sports Marketing – Beyond the Madness of March
In a few days “March Madness” begins and fans can’t help but be reminded of “bubble teams”, “seeding” and “bracket busters.” Along with the euphoria that is generated by die-hard basketball fans, there are numerous “casual fans” who simply participate in the three-week event by submitting their best guesses – in bracket form – of the winner of the national championship. As I ponder my own choices for this year’s Final Four, I am also thinking about how this event – and sports in general – have changed in terms of marketing.
Like the Final Four, most of the major professional sports leagues have had a large dose of corporate sponsorships injected into their respective brands. With networks broadcasting more sports than ever before, corporations are stepping in to help pay for them. Corporate sponsors look to establish their brands through sporting events and reinforce them by utilizing star athletes to endorse their products or services. The athlete becomes a little bit more real to us, and there is the perception of even more common ground if we utilize the product they’re pitching. Good news for the advertisers and marketers.
Athletes used to be shrouded in mystery. Now, they are as exposed for as much as their agents will allow them to be – by letting me know what to drive, what to eat, what to wear, what to shave with, etc. And corporate America has witnessed first-hand the impact American sports have on our country and globally, and have instinctively aligned themselves with not only the athletes but with the sports they represent. And branding may be a key component.
Jim Motavalli wrote an article on Volkswagen and their approach to establishing their brand in a growing sport – Major League Soccer. Tim Ellis, who is VW’s director of marketing had some great insight to their marketing approach.
“We use sports marketing to educate people about our products and build off positive awareness of the company…VW is the official automobile supplier of MLS, but that means a whole lot more than signage and a few commercials played during games. VW tries to plant its brand and image directly into the frontal lobes of sports fans through a truly hands-on approach that involves teams of subcontracted activation specialists not only following the MLS trail, but going to youth soccer events all over the country.”
Sports have engulfed a large audience who watch or attend because of their love for the games. Marketers and advertisers have taken notice of the hold sports has on their consumers and have elevated the games with product placement, promotional hype and interesting storylines. Some companies have gone beyond the traditional sponsorship role and have thrust themselves into longer term branding opportunities such as games sponsorships, stadium naming rights and becoming “the official (product name) of the (name the league).
Companies understand the markets in which they pursue and assign dollars to. Sports is a huge stage for the best of the best athletically and for the best of the best in corporate marketing. We cheer when our teams win, but don’t necessarily applaud companies for their sponsorships. Who knows what kind of season they’re having?
I’d better get back to the game on “DirectTV” – just like Peyton Manning.
