Sports have become an important way to promote and talk to people. It is a highly useful tool for marketing around the world that helps people learn about your business, improve how they think about it, and get new customers. There are supporters and spectators at sporting events, whether they are famous or not. Companies may reach millions by working together. From Underdog to Icon: Marketing a Sports Legend shows how brands gain attention on jerseys, stadiums, or athletes’ gear during events.
The Super Bowl final has slowly turned into a real competition for brand recognition. Every year, thousands of advertisers fight for the attention of about 100 million viewers on the official broadcaster’s networks. They pay up to $7 million (according to the magazine Les Echos) for a 30-second ad. To say the least, the methods are too much. On the other side, this event has a huge presence and a lot of media coverage. The sport, which was a set of physical activities that were first played as solo or group games and usually led to competition, was linked to the upper classes.
Introduction
During the Middle Ages, people usually played the sport by following a strict set of rules. George Eisen writes in History of Sport and Physical Education that sports were exclusively available to rich people since they were expensive. But as society became more industrialized, the practice became increasingly open to everyone so that as many individuals as possible could do it. So, even the richest brands are prepared to spend money on it these days. The big brands have taken over the sports business in an effort to remake themselves by adopting a mindset that is both new and competitive.
Because of this, the business is only getting bigger as major brands keep putting more and more money into it. The union of the two worlds is getting stronger and stronger these days, and it seems to include every industry. For example, Cristiano Ronaldo might be an ambassador for both Giorgio Armani and Nike. There are also exclusive partnerships, spectacular tie-ups, and the fact that premium goods are becoming more and more popular during athletic events. These big companies have been heavily criticized, with some even going so far as to say they are corrupting themselves by trying to do things that are outside of their job description. The difficulty is that these groups are likewise mostly trying to get more market share and power.
Sports fans
In the past, high-end brands put money into the sports they were involved in. From now on, they care more about the power of exposure than about teaching ideals. The best athletes have become their own media. They also help luxury keep its good name. Vincent Chaudel, who started the Sports Business Observatory, said that co-branding is when two brands work together to reach millions of people. Communication has become very important in sports. First of all, it helps brands connect with new customers and keep doing business with them.
Sports stars have just as much power as movie and music stars, if not more. Cristiano Ronaldo is a good example because he has more than 619 million followers on Instagram, making him the most followed person on the site. Lionel Messi, who has 497 million followers, is his successor. Selena Gomez, who has 429 million followers, is in second place. Analysts thought that the Portuguese star’s 2021 gesture of shoving a bottle of Coca-Cola away during a press appearance would certainly lead the Coca-Cola Group to lose about $4 million in the stock market, in line with the five-time Ballon d’Or winner.
Athletes, age(ing), and retirement
A few words and a tiny gesture, like “water” and “no Coca-Cola,” were enough to change the whole market. Also, using sports to promote values makes customers feel connected to the business, which is something that brands use to market their image. Brands are the best at making people feel something about their products and services. Rolex has been able to use this strategy since it is connected to a number of disciplines, such as tennis, golf, motorsport, and horseback riding. The brand and the sport of tennis have been around for more than 40 years together.
The company has done well to connect its products with the principles set by the Grand Slam, the Australian Open, and even Wimbledon. Like them, the brand is known for being very careful and wanting everything to be perfect. It also pays attention to tradition and class. Rolex has also decided to help this sport grow by sponsoring both famous and up-and-coming players, among other things. This makes the brand a key role in the tennis world. Last but not least, these partnerships will provide us the chance to make one-of-a-kind items that will set us apart from the competition.
Conclusion
In return, Louis Vuitton is strengthening its partnership by hosting big sporting events and making a trunk collection of sports prizes. The brand may show off its artisanal talents and traditions at events like the Australian Open, the Davis Cup, and the Rugby World Cup in 2015 and 2023. Even while corporations are increasingly more involved in sports, they still choose carefully which events to endorse. In reality, the businesses hunt for sports that will help them stay unique and different. To stay true to their position, they think about more than just how the sport reflects them; they also think about how visible and popular the sport might be.
For example, sailing and golf are two high-end sports that help the Rolex brand’s image. Fencing is another sport that symbolizes elegance and grace, which is what the Dior House stands for. A golf event and a basketball championship will both get the same level of brand attention. Analysts thought that the Portuguese star’s 2021 gesture of shoving a bottle of Coca-Cola away during a press appearance would certainly lead the Coca-Cola Group to lose about $4 million in the stock market, in line with the five-time Ballon d’Or winner.
