Sports events have always been an attractive platform for advertisers to promote their brands. The millions of people who watch sports events worldwide, either in-person or on television, provide advertisers with a captive audience that is eager to consume content related to the game. With the rise of social media, sports events have become even more attractive as advertisers can capitalize on viral moments that generate instant exposure for their brands.
Liverpool’s recent 7-0 victory over Manchester United at Anfield was one such moment that generated massive exposure for several brands. The scoreboard at the end of the match displayed the logos of several brands, including Nike and AXA Insurance, and the viral photo of the scoreboard on social media inadvertently advertised these brands to millions of people worldwide.
Generated from Meltwater.com, at least there are 14.5K news worldwide covering the clash between two English teams with an intense rivalry. Can you imagine how big the media value of this match is? Around USD108,750,000!
However, this is not a new phenomenon. Iconic moments in sports events have always been a lucrative opportunity for brands to promote their products. The 2022 FIFA World Cup in Qatar is a perfect example of this. Japanese Kauro Mitoma’s assist for the goal that helped them beat Spain in a thrilling comeback became one of the moments of the tournament, both for footballing reasons and marketing purposes.
Puma, the brand that manufactures Mitoma’s cleats, was the biggest beneficiary of this moment. Puma had a contract with Mitoma, and the exposure generated by the goal and the subsequent debate about whether the ball had fully crossed the backline, provided Puma with over ¥10 billion ($75 million) worth of exposure. Mitoma’s moment became a priceless opportunity for Puma, and it highlights the potential return on investment that sports branding can provide.
Brands that make their presence felt on the field of play, either through shirt sponsorships, kit partnerships, or on-ground advertising, do so in the hope of generating exposure through the team or athlete they are associated with. When an iconic moment occurs, the multiplier effect can provide returns that go beyond the wildest expectations of the brand.
Today, with the explosion of social media and the rise of virtual and hybrid branding, the potential for brands to generate exposure through sports events has never been greater.
Sports events provide a unique platform for advertisers to promote their brands to millions of people worldwide. Iconic moments in sports events have always been a lucrative opportunity for brands to generate exposure. With the rise of social media and virtual and hybrid branding, the potential return on investment has never been greater.
The Liverpool vs. Manchester United match and Kauro Mitoma’s assist at the 2022 FIFA World Cup in Qatar are just two examples of how sports branding can provide brands with priceless exposure that can be etched in history forever. What other iconic moments do you think could be an example?