Archive for the ‘ Sponsorship ’ Category

Sponsorship Trends: EPL Kit Sponsorship – Sectors

Still within the financial sector - Wonga (Blackpool) and Northern Rock (Newcastle) both have strong ties to the location of the stakeholder. What is perhaps interesting is the abundance of banks and companies offering financial services given the state of the financial world and the negative press surrounding high-profile sponsorship activity[ READ MORE ]

Nationalism exploited for better sponsorships

This doesn't sit right with me. Plainly, in my mind, an effective sponsorship is one where the sponsor is deeply entrenched within a psyche due to the partnership. It is easier with the sponsorship of international sporting properties due to a simple play on nationalisms and stereotypes. [ READ MORE ]

Sponsors’ reach ‘FIFA’ Pitch

An interesting example of a UK campaign attempting to directly cash in on the World Cup without any affiliation is the Sure deodorant campaign. A memorable TV commercial - although mainly for the 'cheap feel' and poor dubbing mixed with a blanket media buy mean it is hard to avoid the World Cup theme. This is all despite no allusion to 'World Cup', 'South Africa', '2010' or obviously, FIFA. For outsiders, it may be hard to separate the unofficial 'Football' theme of the campaign from an official FIFA 2010 World Cup campaign[ READ MORE ]

Go Large or Go Home

Like the role of the media and the generation of sports coverage, does this sponsorship revenue merely reflect what the public demand? Why else would companies be willing to pour millions of dollars into something if no-one was going to see and engage with their brand. [ READ MORE ]

Apple – not a ‘core’ sponsor

Clearly they have grown up without being directly associated with a sports team/event and don't feel the need to start now, in a time of inflated prices within sponsorship. However there is still value to be had across the globe and if used correctly as I'm sure it woule be, could connect Apple to a whole new population[ READ MORE ]

IPL deal points to the future

The development of eight franchises based around India into a league is likely to development in 'IPL 4' as it will be known, with wealthy businessmen desperate to get in on the action. However, the real interest is the development of IPL as a global concept. There is already luke-warm talk of taking some fixtures to the USA in a similar model to the NFL matches staged at Wembley. [ READ MORE ]

Special sponsors…

West Brom currently 'negotiate their shirt sponsorship' match-by-match. So...they don't have a long-term sponsorship deal as they over-valued themselves last year and this year. For the record they were the first and only team to go a full season without a shirt sponsor. [ READ MORE ]

Tiger mauled

It is good to see they have stood by their man- he has done nothing wrong on a golf course, other than display reasonable frustration and it should not change his ability as a player. This should and seems to be the most important factor when choosing a brand ambassador[ READ MORE ]

UPDATE: Naming Rights Not Wrong..

So as I sit down and glance over the paper’s yesterday it is unveiled that Mike Ashley had announced he was prepared to sell the naming rights to St James’ Park.  Clearly he must have read my article on Tuesday.  The hoo-haa demonstrates my opinion that naming rights has a future in the sport but [ READ MORE ]

Naming rights not wrong

Who would have thought twenty years ago that a team named after an energy drink, a stadium named after a pharmaceutical company or an airline would be the norm? [ READ MORE ]

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Chris Coles
Chris Coles
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