Culture, cuisine, community, customs – all of these differ for people the world over, and yet, when it comes to sports the draw is universal. The actual game that matters to one community may differ from another, of course, but the feeling of connectedness to the sport, the enthusiasm, the emotions that then lead to loyal fandom are uncannily similar. And unequivocally strong.
This is not lost on keepers of brands. For decades, now, marketers have sought to tap into the sports fans’ passionate loyalty for their favorite game in concerted attempts to get some share of it for the brands in their keeping. And there’s almost a formula that seems to be working here for those that get it right.
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They pick right. While it may seem like a complex decision to make, the choice is, in fact, based on a few clear factors – First, zero in on the sport that naturally appeals to your stakeholder groups – from potential employees to purchase decision-makers. Appeal across generations is a bonus. Second, look for the sport with an active following in the markets that are key for your business.
Third – a sport that offers visibility yearlong – after all, you look for consistency and not flash-in-the-pan exposure. Finally and possibly most important is meaningful collaboration – sports marketing must go beyond logo visibility. For example, Tata Motors’ sponsorship of wrestling, including its support for the Wrestling Federation of India, aligns Tata Motors with attributes of strength and endurance, synonymous with both the sport and the rugged nature of Tata’s vehicle lineup. It feels authentic every way you look at it.
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Purpose leads their way. Making that meaningful association – sport and brand – is key. Brands that align their sports marketing to their purpose know that their efforts tie back to the core of the very reason their business exists, with the deepest engagement from their top team, clients, and broader stakeholders. The outcomes of such sports partnerships deliver concrete positive results. Take for instance, how Infosys’ purpose – to amplify human potential and create the next opportunity for people, businesses, and communities – is the very essence of the work we do with the tennis ecosystem.
Infosys’ partnership with the sport of tennis is truly about amplifying the game for all its stakeholders with digital technology and AI. With this we create the next opportunity to bring tennis alive for a billion-strong huge fan base that can’t all be there in-person for the grand slams, for players and coaches who need to up their game, for tournament organizers who must run the show profitably, and even wider communities where the collaboration aims to improve the lives of the less privileged.
Theirs is the long game. And holistic too. Sports marketing, at its best, is not about logo-slapping for visibility, or even about cheering a winning team or athlete, it’s about building equity with and winning over a community that bonds over the chosen sport. That, like any relationship building, is best evolved over time, using multiple channels. Goodyear’s partnership with NASCAR for nearly 7 decades is a fascinating example. From making tires for the race cars, and sponsoring coveted racing awards, to preserving the history of the sport and helping deserving students ‘race ahead’ with scholarships for education, their approach is the stuff sports marketing playbooks are made of.
Marketers, compelling as they find the value of sports marketing, are sometimes deterred by the significant spending it is perceived to entail. While that may well be true in the case of marquee sporting events like the World Cup or the Super Bowl, systematically committing to the approach we walked through and nurturing opportunities that are truly a best-fit, purposeful, and thoughtfully honed with time can create disproportionate value. And no, you won’t have to break a bank either.
Sumit Virmani is the Global Chief Marketing Officer of Infosys. He writes a fortnightly column series ‘Brand Breakthroughs’ on Storyboard18.
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