Sport events can bring together millions of spectators, not only around the world but also nationally and when the day of an important event is coming up, it appears on the news, social media, newspapers, and/or radio. Surprisingly, these are common advertising channels that can be used to promote certain products or brands before and after the sport event in question is the point of focus. With millions of users devoting all their attention to a single game, the amount of impacts a well-executed marketing campaign can generate is tremendous, and the accuracy of this hits can also be maximized if the right channels are used.
People love sports as it is proven in the U.S., where it is the most frequently expressed interest among Twitter users, according to Brandwatch. Soccer, for example, is one of the most followed sports around the world and when top teams, such as Real Madrid, play their matches are streamed in hundreds of countries around the planet, which means that all these people watching a Real Madrid game are also watching the ads displayed in certain parts of the stadium or those ads played on TV. In addition to this traditional ways of advertising, social media has become one of the main channels to invest in advertising as 80% of fans use social media during live sporting events, both at the actual events and at home. This allows brands to have a wider range of platforms on which to advertise.
In Invermedia Advertising, we strongly believe that sport marketing creates certain impulsive purchase behaviors with fans, who are not only in a spending-mood, but also appreciate those sponsors that take care of their favorite team, during sporting events, consequently increasing the number of memberships. This can be translated into higher sales and product recognition, bringing large benefits for companies that use these events to advertise. However, the ROI would depend on what the message is, how it is communicated, and the dimension of the event (the larger the higher the cost), something we really take care of thanks to our work methodology and experience that provides our customer with the best service possible.
Looking over a reference market like the U.S., we want to focus in the main sport event, which is the Super Bowl. This event attracts more than a hundred million viewers so audiences are way higher than in any other sport event. Brands with a considerable budget (over $4 million) can take advantage of such an opportunity and play their ad in front of an insane amount of potential buyers. These ads are not only watched during the Super Bowl, there are videos on YouTube with millions of views that rank the best and worst ads of each years’ event.
Some of the ads launched in past years were previously uploaded to YouTube with the ultimate purpose of creating a welcome buzz among the viewers. We like to quickly adapt to our clients’ goals and ways of working to deliver a high-quality service through the channels and mediums we work with.
We also believe sponsoring a team or event is a great way to reach a desired audience. This type of partnership suppose a win-win scenario for both sides, teams or events can receive monetary founding while the sponsoring company makes its brand image notorious and widely known. Coming back to the soccer world, Hankook (tyre company) sponsors Real Madrid while offering their fans incredible experiences watching a game next to a former star such as Luis Figo.
At Invermedia we want to introduce you to the sporting events marketing and sponsoring, we can ensure the success of the campaign thanks to our expertise and knowledge about the world of sports and our relationship with events like the Master 1000 celebrated in Madrid, when the best tennis players delight spectators with magic shots. If you have any questions, please send us an email and you will hear back from us within the next day.
