International sports sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners.
Recognising golden opportunities within sports sponsorship
Mark Edwards and Tracy Allnutt
The recent success of the London 2012 Olympics has clearly underlined that there is huge appeal for brands aiming to gain mass exposure at an international level through sports sponsorship. Among the international brands involved in London were Coca-
Using football as an example, we can see from the chart below that whilst some countries like South Korea are very keen on watching football on TV they tend not to play so much. Therefore there is an argument that marketing efforts within these countries would best be directed towards supporting televised football events. However, in countries such as Ecuador and Peru , football is played a great deal more and there is a high propensity to watch it on TV. This suggests that as well as TV sponsorship and advertising, activities supporting local football engagements would also be an appropriate marketing strategy.
There is an interesting comparison with tennis, where respondents in countries such as France, Australia and Spain have a high tendency to play the sport as well as watching on TV. However, countries such as India and South Korea have a particularly low interest in both playing and watching tennis, providing little reason for brand owners to invest in tennis sponsorship within these countries.
Gillette Shaving Foam is a Procter & Gamble brand with global interests. Understanding differences in how their consumers vary across the globe can help drive regional marketing efficiencies. Looking closely within India, for example, we can see that as one might expect cricket is the dominant sport (68%) for Gillette Shaving Foam users, reaching much larger numbers of their brand users than the next sport, hockey (19%). However, is cricket the sport which simply reaches all men? What makes the Gillette Shaving Foam user different in terms of sports affinity compared to the average man?
Further analysis enables us to identify those who are not only simply 'interested' in sport but those who are 'very engaged' in sports. By focusing on respondents who have said they practise sports more than twice a week and who also watch sporting events on TV and/or have attended them personally throughout the past year, we can see that Latin American countries have different levels of engagement.
A strong and relevant sponsorship can deliver key marketing efficiencies. The network of Global TGI surveys provides the ability to identify both regional variations and also global commonalities to help identify the most efficient sponsorship opportunities.Tailored Global TGI Sports Sponsorship reports are available .