Sports Marketing and Sponsorship Assignment
Question 2
Based on the idea of a broad-based international market and popularity of the product I would choose to represent Addidas, and for Addidas there could be no better event to sponsor that the soccer world cup. Although it is generally accepted that a successful sponsorship should be long term, lasting up to three years, I think that a sponsorship such as this would yield the same benefits of any other ordinary sponsorship spanning a few years or so in just a few months. But on the other hand, it can possibly be a long term sponsorship, spanning up to twelve years or three world cups.
Addidas can be linked to the soccer world cup in many ways as it is primarily a sporting brand producing sporting items ranging from soccer boots and balls all the way to golfing products but with a huge range of casual clothing in between, both of which appeal to sports men and woman as well as the average Joe on the street of all ages. The product is related directly to the players in the form of the equipment they use. Linking our brand with the world cup would allow us to target our relative market with great efficiency as well as build our corporate and brand awareness, it would reinforce our corporate image and brand values while at the same time building our sales and distribution opportunities, it would help support current as well as future brand advertising campaigns. These links all have unlimited building potential.
The Soccer world cup is the most widely covered and watched sporting event in the world, the marketing potential is limitless with:
• Billboards
-Roadside
-Inner-stadium
-Outer-stadium
-Buildings
-Cool drink and food product packaging
-Moving billboards (Digital screens)
• Television
-Advertising/commercials (Soccer stars promoting products in all media facets)
-Actual coverage of world cup games
-Talk shows featuring products
• Internet, computer and gaming
-Advertising on...