Choose speciality channel:   Choose sector channel:     Search the site

News Analysis

 

Sport sponsorship: the good, the bad and the politics

Sport sponsorship: the good, the bad and the politics

By Dan Todaro, MD, Gekko

Sponsoring major sporting events on an international playing field can bring rewards to brands. It’s any marketer’s dream and brings boundless opportunities for brands. There is return, beyond the cache of being associated with such high profile events. After all, there is the index-linked effect on sales, which can’t be ignored, as well as the value of a brand’s stock and overall stature in today’s economic climate.

You only have to tot up the figures to see how lucrative this market is. Adidas claims that the London 2012 Olympics boosted its sales, while Kantar reports that from 2004 through 2013, the Super Bowl game has generated $2 billion of network advertising sales from more than 130 marketers.

However, while sponsorship can give brands a chance to promote themselves on a global stage, as well as enter new markets, they must be prepared for the politics too. The 2008 Beijing Olympics saw sponsors targeted for their association with the event, with protesters putting pressure on them over China’s human rights record. There was also much scrutiny spotlighted on the London 2012 over brands that were not aligned with the Olympic values. Heineken and Cadbury, McDonalds and Coca-Cola bore the brunt of the negativity in light of not being wholly associated with good health. When people took to the streets in Rio over the Brazilian Governments preparations for the 2014 World Cup, the media turned to the sponsors for their response.

Now, it’s Sochi where some sponsors have found themselves having to handle difficult political questions over human rights and the government’s controversial law banning so-called gay ‘propaganda’. These are brands that simply signed up to sponsor one of the biggest events in the world, and presumably support the ethics of the Olympics movement. When McDonald’s started using #CheersToSochi on Twitter to cheer on athletes, protestors hijacked the hashtag.

Now when you search for the hashtag you’ll see reams of fiery messages directed at sponsors. Commentators have used the same McDonald’s branded Twitter feed to attack Visa, Procter & Gamble and other long-time Olympic sponsors that have issued statements backing a non-discriminatory games — but stopped short of condemning Russia’s “homosexual propaganda” laws. AT&T, a Team USA sponsor but not a global Olympics backer, has been the only brand with official Olympic ties to publicly condemn Russia’s laws.

Many brands take a ‘politics-neutral’ approach, avoiding taking sides on controversial or political issues. Silence can often be golden if a brand doesn’t have anything relevant to say or the credibility to say it. However, when they’re involved in massive sponsorships, it becomes very difficult for brands to maintain this position. And when they don’t respond they’re deemed as complicit anyhow. Or they could be like Google and change their Doodle to the colours of the rainbow.  

But regardless of whether a brand decides to jump headfirst into the political ring or stay well clear, if they do so they must be prepared for the consequences.  The reality is that we need these global brands to support the global events they sponsor. They serve to inspire us, our children, our nations and create a bubble where for several weeks of the year, the world unites around one event together in the name of sport. We should never ignore the issues but for the sake of the athletes, perhaps put the politics to one side and get on with the games and applaud human endeavour made possible with the support of brand sponsorship.

drug prescription card blog.brunothalmann.com viagra coupons online
coupon for free viagra link prescriptions coupons
coupons viagra viagra discount coupon coupons for prescription medications
free discount prescription cards site online viagra coupons
viagra discounts coupons viagra.com coupons coupon for free viagra
can i take augmentin if i\u0027m allergic to sulfa canitake.net can i take augmentin if i\u0027m allergic to sulfa
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
local abortion clinics blogs.visendo.de facts about abortions
after abortion is abortion legal abortions clinics
national abortion federation missed abortion how much for an abortion
cialis coupons from lilly link free printable cialis coupons
bystolic generic bystolic discount card generic for bystolic
discount coupon types of abortion procedures surgical abortion
discount grocery coupons saiftec.com abortion clinics in richmond va
metformin and ketogenic metformin and ketogenic metformin and ketogenic
bystolic manufacturer coupon bystolic coupon 2014
duspatal pds damske.com duspatal vrij verkrijgbaar
free cialis coupon ainalfaras.net coupon for prescriptions
spontaneous abortion pill cheap abortion pill clinics spontaneous abortion pill
amoxicillin dermani haqqinda amoxicillin 500 mg amoxicillin 1000 mg
abortion pill facts achi-kochi.com abortion pill definition
facts on abortion how to do an abortion where to do abortion
naltraxone saveapanda.com revia reviews
half life naltrexone what is naltrexone used to treat naltrexone dosage forms
naltrexone uk ldn colitis what is naltrexone hydrochloride used for
will naltrexone show on a drug test avonotakaronetwork.co.nz naltrexone reviews alcoholism
naltrexone how it works zygonie.com vivitral shot
naltrexone rapid detox naltrexone alcohol side effects does vivitrol stop withdrawals

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.