Recognising golden opportunities within sports sponsorship

Mark Edwards and Tracy Allnutt
TGI Global

The recent success of the London 2012 Olympics has clearly underlined that there is huge appeal for brands aiming to gain mass exposure at an international level through sports sponsorship. Among the international brands involved in London were Coca-Cola, Panasonic, British Airways, Adidas, Cisco, Holiday Inn, GlaxoSmithKline and London's Heathrow Airport.

However, sports sponsorship reaches beyond the recent Olympic and Paralympic events with countless regional, national and international sporting events taking place throughout the year. International sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners. Global TGI's research data effectively identifies relevant sponsorship strategies, allowing analysis of a variety of brands and product sectors against a huge number of sporting interests. With this data we can see how the level of affinity with a sport varies between countries.

Football – Global Comparison

Using football as an example, we can see from the chart below that whilst some countries like South Korea are very keen on watching football on TV they tend not to play so much. Therefore there is an argument that marketing efforts within these countries would best be directed towards supporting televised football events. However, in countries such as Ecuador and Peru , football is played a great deal more and there is a high propensity to watch it on TV. This suggests that as well as TV sponsorship and advertising, activities supporting local football engagements would also be an appropriate marketing strategy.