“The British public will unload in excess of £80 million into the satchels of Paddy Power, William Hill, Victor Chandler ( Bookmakers) and any other scallywag with a chalkboard and a calculator. Not many of us will see a return on our investments. “
So wrote the tipster Rupert Hawksley of the Daily Telegraph on Thursday
Today sees some amazing sporting events and certain company
names will receive a high profile to the brand though sponsorship and
endorsement of historic events
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The Boat Race and the Grand National.
Its estimated that a quarter of the UK adult population will
bet on the Crabbie’s sponsored Grand National.
Most people will have a small each-way bet on a horse they
fancy for no other reason then they like the name.
Of course there’s
nothing wrong with picking a horse for that reason, as pre-race favourites have
a dire record in the race.
The Grand National is famed for its unpredictable nature and
rightly so, in the past century five 100/1 shots have triumphed over the famous
fences
.
However, the Grand National is far less of a lottery than
many people believe.
Trends and statistics
have emerged over the last 20 years which can help you identify those runners
who have the potential to run a big race.
Whether you decide to follow the trends and stats or choose
your horse based on its name, silk colour or jockey riding good luck.
A TV audience in excess of 10 million will tune in to watch the
drama of the 2015 Grand National unfold on the 11th of April at 4:15pm.
Along with those watching at home a 70,000 strong crowd will
be at Liverpool's Aintree racecourse to cheer on the horses from the first fence to the
final furlong.
Meanwhile on the Thames this evening the Boat Race will race the profile of BNY Mellon
and Newton Investment Management and others. Watched by thousands along the
banks of the Tideway, between Putney and Mortlake in London, and by millions
more on TV around the world,
The BNY Mellon Boat Races make a unique sporting
event. With four very strong squads of athletes, we expect to see great Races this
year.
The Women’s Race at 4.50 pm for
the first time joining the men on the
tideway , the gentlemen race starts an hour later.
Sponsorship - What's it about?
offers opportunities to broaden your competitive advantage
by increasing your credibility, image and prestige in sponsoring events
attracting your target market.
So, why are the likes of Crabbies and BNY Mellon interested
in sponsorship today?
When done well, it offers significant opportunities for
distinct marketing and competitive advantages, as well as showing support of
the event.
Sponsorship is the financial or in-kind support of an
activity, used primarily to reach specified business goals.
It should not be confused with advertising.
Advertising is considered a quantitative medium, whereas sponsorship is
considered a qualitative medium. It
promotes a company in association with the event .
Sponsorship allows you to reach specifically targeted niche
markets without any waste.
In addition, it is a powerful complement to other marketing
programmes, in addition to having a powerful influence on customer relations.
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| Craven Cottage Fulham FC in background |
Why invest in Sponsorship ?
Sponsorship offers the possibility of achieving several
goals at once.
Shaping Consumer Attitudes / Enhancing Image
Often companies are looking to improve how they are perceived by their target audience.
Shaping Consumer Attitudes / Enhancing Image
Often companies are looking to improve how they are perceived by their target audience.
Sponsoring events that appeal to their market are likely to
shape buying attitudes and help generate a positive reaction.
Crabbies ( Alcoholic Ginger Beer), for example
is always looking to generate a positive influence of their products in the
minds of their consumers and as such regularly support events they feel can
influence consumer opinions.
Driving Sales
Sponsorship geared to driving sales can be an extremely
potent promotional tool. This objective allows sponsors to showcase their
product attributes.
The Corporate Hospitality tents are where prospects can be softly courted.
Food and beverage companies often use sponsorship to
encourage samplings and sales.
There could well be samples of Crabbies going !
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| Putney Bridge,, Red Buses --Spring Blossom on the Fulham shore adds to the spectacle |
Heightening your Brand's visibility/ Creating positive PR
Many sponsors are seeking wide exposure in both traditional
electronic and print media and social media. Events offer a useful platform. e.g. #WhatBlueAreYou for the boat race and #GrandNational for the Aintree event
Positive publicity helps create
heightened visibility of products/services.
Various media covering the event may include sponsors names
and/or photos.
In addition, the kind of media coverage a sponsor may get is
often unaffordable if the company were to think of purchasing it, and if it
were available.
To maximise this objective, it is important for the
sponsoring company to have a comprehensive media campaign to augment the
regular media coverage promoted by the organisers.
Related Links
Marketing Insight part 1
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