March 21, 2009 in Uncategorized
Sports touts are by far, and without any single doubt, the most successful advertizing choice to be taken and applied. If we could just take a look all around us on the streets, we would swiftly realize that sports brands, sports equipments and sports apparel are all promoted via sports celebrities in the 80% of the times, while actors and music popular stars take care of the remaining average.
The reciprocity between sports stars and the multi-national corporations is working as a double edged sword that allows the idol to make an extra profit on behalf of the product that is being advertised; on the other cutting edge, the host company (advertiser in this case) profits massively from the sports’ popular athlete, famous driver or best player in order to promote themselves on various media channels; either on TV, Radio, Internet and billboards, our network of communication with the advertised products is reachable everywhere.
I bet you to find one website without an ad in it, or a football stadium with no marketing campaigns inducted within its borders; how about finding a soccer team’s t-shirt with no sponsor to back up the team’s expenses and gain potential customers!
As we get stunned by the many millions of Dollars and Euros spent upon sports touts, the main benefit goes to the people who had placed the biggest investment, which is the sponsor!
Let’s take a look at the Bwin strategy; the bet and Win Corporation applied the leadership style in picking and supporting specific teams, especially in the soccer game or so called football outside the USA. Bwin sports touts included teams like the AC Milan (targeting Beckham, Ronaldinho, Pato, Kaka, Gatuzo, Shevchenko, Inzaghi…), Real Madrid (Robinho, Raul Gonzales…) and other leaders of football tournaments and leagues; the purpose was to attract the fan-bases of the largest football squads, knowing that those fans are so attached to their teams that they would indirectly bet using Bwin. It is true that Bwin invested millions in Europe, but they managed to magnet sports bets placed from all over Spain, Italy, Germany and the rest of nations.
Adidas, Nike, Reebok, AND1 are all famous American brands, that found the best way of expanding their businesses through signing NBA stars, football stars, golf legends such as tiger woods; NFL and NHL have also contributed in the growth of sports touts, since NFL MVP players, or NFL Super Bowl MVP gets highly paid to feature in some TV commercial, urging the fans to buy.
Without exceptions, none of the sports has been let loose by a sponsor; firms are grabbing any opportunity to promote theirselves just to get ahead of a competitor.
The best example of sports touts is definitely the challenge between Coca Cola and Pepsi that are racing each others to cover more events and the odds are unlimited when it comes to who will be the best in sponsoring more attractive championships and support various tournaments.