In this event, great players expect to shine on the court, but brands are looking to get the ball and win the biggest prize: the fans.
BY: PILAR ORTEGA CUE, DIRECTOR OF SPORTS MARKETING at FCB MEXICO
The Copa America Chile started on June 11, 2015, but for brands and sports marketing, it began much earlier. An event of this magnitude impacts everyone and, although it may look like a continental tournament, it is almost comparable with the World Cup for the level of interest generated in fans and its international reach, as this event will be broadcast in more than 200 countries.
This cup includes many top stars of international soccer competing against one another and nobody wants to miss out on the action of great players like Lionel Messi, Neymar, Alexis Sanchez and James Rodríguez.
It is proven that official sponsors of this event are given unique benefits and competitive advantages over other sponsors. To be an official sponsor of this cup, the brand is allowed access to be in official places such as press conferences, ceremonies, stadiums and court awards, giving these brands a high degree of exposure worldwide.
Brands that are official sponsors of each of the teams competing in the tournament also enjoy other benefits that can multiply if you carry beyond the branding that can be generated.
For example, if we talk about the Mexican national team, brands like Movistar aired television spots where Miguel “Louse” Herrera was the main actor. This enabled them to take advantage of the event and launch a promotion where several fans could win a trip to attend one of the parties in Mexico.
This will undoubtedly make the brand more relevant for less avid fans. But what about the other sponsors? No one will deny that they are missing out on a great opportunity to connect with people and generate sales, increasing the ROI of their sponsorship.
Not only can brands that are official or regular sponsors of the Copa America gain exposure. Any brand can reap the benefits generated by the Copa America, and the ongoing efforts already made in communication can be taken advantage of.
Advertising on TV with an appropriate message, a strategic alliance, an experience for consumers and being a part of football are forms of communication that can make a big difference in their performance and can achieve important results.
Events like Copa America, Gold Cup or the Olympics are sporting events of great importance worldwide that brands are increasingly taking into account and integrating into their marketing strategies.
Today, brands are still able to seize every event and invest creatively in it.