Dinner, Dinner, Sports Sponsorship Winner
Like sports? This past weekend had to feel like a five-course meal.
On Friday, the Opening Ceremony of the 25th Winter Olympics came our way from Milan. Into the stadium came the parade of nations, with world-class athletes from countries ranging from Albania to Venezuela giddily waving their respective country flags for all the world to see.
On Sunday, the 60th Super Bowl came our way from Santa Clara, Calif. Into the stadium came the parade of NFL players, with world-class athletes from colleges ranging from Auburn to William & Mary pumping their fists for all the world to see.
Like sports sponsorship? This past weekend really was a five-course meal.
In came the commercials on Friday and Sunday, with world-class budgets from companies ranging from ABInBev (Olympics) to Wix.com (Super Bowl) on display as they shared their messaging and creativity for all the world to see.
I doubt I can verify this, but this weekend had to be the biggest of the year in terms of the value of sports sponsorship dollars spent. The weekend was a true showcase for the power of high-level sports sponsorships. That said, there is both art and science to good ones – no matter their cost. The true value that advertisers get from them is seen over time. In other words, it’s not so much about the big splash they make in the moment: It’s more about the smaller splashes they make over the coming weeks and months that follow the initial one.
How about those in the target market? Especially on a weekend like this past one, the only splash they care about in the moment is some good action – and, yes, some good ads – while they eat dinner. It's your job to make your part of the feast worth their while.
Taking a swing
To paraphrase Shania Twain, who do you think you are, Brad Pitt? In other words, most companies looking to advance their brand through sports sponsorship can’t afford to shop in the Olympic or Super Bowl aisles. But what about the golf one?
According to Golf Digest, it takes $11-15 million to become the title sponsor of a PGA TOUR event. When my Clients First Marketing & Communications™ business parter Jeff Baum and I were at EDS, the company took over the title sponsorship for the Byron Nelson Championship, Dallas’ PGA TOUR stop. In our experience, the sponsorship was worth every penny. It was essentially a four-day advertisement that reached millions. But it provided more than exposure: It also elevated the perception of the EDS brand because of the association with the premium brand of the PGA TOUR. Credibility like that is especially powerful for B2B brands, where trust matters as much as reach.
More recently I had the chance to again get involved with golf in a related but different way. When I was with Unisys, we began sponsoring individual players. The golfers sported Unisys hats and the Unisys logo on their shirts during PGA TOUR play, entertained clients at golf events and appeared at corporate events. The price tag was much lower than the one required to take over a tournament. But it got us on the course. We leveraged the sponsorships every chance we got, with social media as our main external channel.
Then, of course, there is the hospitality that comes with sports sponsorships. Companies use them to close deals in private suites, reward clients with great seats and build relationships in relaxed settings. Not to mention a practice round or two with a prospect, which can yield more progress than months of sales calls. With the Byron Nelson, we offered special seating and a hospitality tent at the 16th hole. We hosted concerts featuring groups ranging from Chicago to Hall & Oates to Huey Lewis & the News. Pro-am access? Check. Accommodations at the Four Seasons, where the tournament was being held? Check. Things like these are more than perks. They are relationship accelerators.
When it comes to sports sponsorships, the hospitality is the part the viewers don’t see. But it is where the ROI gets real.
Fore!? How about (a hole in) one
Done right, sports sponsorships deliver. Visibility. Credibility. Relationships.
But don’t forget to pull the other levers in the marketing and communications toolkit as well. Sports sponsorships generate a steady stream of usable content. Behind-the-scenes footage. Media interviews. Executive thought leadership. Community storytelling. Employee engagement. The list goes on.
Ready to make a splash? You can do exactly that, as long as you prepare in advance. And integrate, integrate, integrate as you go.
Regardless of what your target is having for dinner.
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