Analysis

Historically, high spend and a focus on traditional media channels has won out in the crisps/snacks category. In the past, therefore, United Biscuits-owned crisp brand McCoy’s has used onpack promotions linked to major sporting events supported with traditional above the line (ATL) media to appeal to its core male audiences.

Across Asia in 2011, Allianz was looking to connect with its consumers in ways that create meaningful and long-lasting relationships and grow its database within a high net worth target group. That year, Total Sports Asia (TSA) introduced Allianz Malaysia to the title sponsorship of the Penang Bridge International Marathon to promote a healthy lifestyle amongst Malaysians and link directly to over 30,000 existing runners in Malaysia’s largest and most iconic running event.

In November 2012, Welsh Cycling signed the biggest commercial partnership agreement in the national governing body’s history with market leading sports nutrition brand USN.

A strategic partnership with the Vodafone McLaren Mercedes F1 team was identified to drive the key brand attributes of style and sophistication and build scale and consumer engagement  with the brand.

Allianz, one of the world’s leading financial services companies, and Saracens Rugby Club entered into a long-term agreement in July 2012 that saw the German-based multinational brand become title sponsors of Saracens and take over the naming rights for the club’s new home ground, Allianz Park, in north London.

In the early- to mid-2000s, Citi was consistently ranked as the top global brand in the financial services category by Interbrand, with the company rising to eleventh across all global brand categories by 2007. However, in the wake of the recent economic downturn and subsequent recession, Citi’s global brand ranking dropped to forty-second just four years later. The steepest decline was in the United States, where Citi’s unaided brand awareness was rising as brand appeal was declining. In effect, the Citi brand was becoming better known, but less liked.

Rugby as a sport has enjoyed considerable growth in popularity over the last few years, resulting in an increasing number of sponsors. The Irish national team now has 23 sponsors, the Munster team has 20 and Leinster 19. That has created a significant amount of ‘noise’ around Rugby making it more challenging for a brand to break through the clutter.

In March 2012, Power Horse announced entry into the world of endurance sport, becoming the Official Energy Drink of the Ironman European Tour. As the most recognised triathlon and endurance series worldwide, Ironman offered the best fit for Austrian energy drink manufacturer Power Horse and an ideal platform to differentiate its brand in the market.

In a marketplace where comparison sites (such as Money Supermarket and Compare the Market) are an ever-prevalent choice for consumers looking for a credit card and where there is an increasing number of products available, credit card organisations have to find new ways to stand out from the crowd. In 2012, Capital One actively sought a way to differentiate its brand in order to increase awareness of the company as a credit card provider.

In 2007 sports management company Improve and Xtra personell (part of Centric group), a small and little known staffing company in Norway, established and introduced Team Xtra personell – Norway´s first integrated sports sponsorship venture between a private company and a private sports team.

South African mobile telecommunications company MTN has sponsored Team MTN Qhubeka for six years with great success on the South African cycling circuit. MTN’s brand positioning in 2012, “Connect to Change”, laid the foundation for MTN to pursue their African dream – to see the first black African cyclist participate in the Tour de France riding for Team MTN Qhubeka, Africa’s first pro continental registered team.

RaboDirect’s partnership with the Melbourne Rebels is not just a naming rights agreement. It is a true alliance, a partnership, between two organisations that place the highest value on community engagement and commitment.

Abu Dhabi Tourism and Culture Authority (TCA Abu Dhabi) had three main objectives heading into its inaugural Volvo Ocean Race campaign: to showcase the emirate as a winter watersports tourism destination, to demonstrate local sailing potential and to leave a tangible legacy.

QBE Europe is part of Australian-domiciled QBE Insurance Group, one of the world’s top 20 insurance and reinsurance groups. QBE Europe grew rapidly between 2000 and 2008, largely through acquisitions of existing well known insurance brands. In 2008, all the various brands were brought together under one single banner, QBE European Operations (QBE Europe).

Farmers Insurance’s sponsorship of the PGA TOUR’s Farmers Insurance Open delivered on several objectives for the Farmers Insurance brand in 2013. Key goals were to drive brand positioning and exposure nationally; increase overall market share within the valuable golf audience; and positively position Farmers Insurance in the marketplace as a charitable focused corporate citizen.

In 2011, Budweiser entered into a three-year title sponsorship of The English FA Cup as part of a strategy to build the brand within the UK market. The sponsorship aims to drive incremental sales by building brand awareness, brand relevance, brand knowledge, brand affinity and advocacy.