Brands considering sports sponsorship should first ascertain what resonates with their target audience, recommends Cint : RushPRNews - Newswire & Global Press Release Distribution

 
Bookmark and Share

Brands considering sports sponsorship should first ascertain what resonates with their target audience, recommends Cint

April 12, 2013

Brands considering sports sponsorship should first ascertain what resonates with their target audience, recommends Cint

Stockholm, Sweden (RPRN) 04/12/13 — Many marketers secure sports sponsorships to raise brand awareness amongst potential customers, but it is essential to carefully manage this process to guarantee its success, advises Cint, a global provider of technology for obtaining market insight. Unless the platform chosen resonates positively with the brand’s target audience, it can be a significant wasted investment.

Many large organizations have become synonymous with particular sporting events, for example, the Barclays Premier League or the Virgin London Marathon. In addition, numerous popular sports personalities are often recognized for their successful brand affiliations alongside their athletic accomplishments, such as Usain Bolt and Puma. These partnerships are notable triumphs in the world of sports sponsorship, and many other brands will covet the return on investment the brands have reaped.

Today’s global sports industry is reported to be worth between $480 billion and $620 billion, so it is crucial that any brands considering investing their budget take the time to thoroughly investigate the potential benefit. Utilizing a market research panel will allow brands to survey their target audience to find out which sporting events or personalities they identify with and why. This is particularly relevant when considering sports that are open to extensive debate, which can polarize communities and may alienate a certain number of potential customers. When wine brand Casillero del Diablo pursued a sponsorship with English football team Manchester United, it ensured the partnership was visible only to a global audience outside of the UK, to avoid provoking negative reactions from passionate fans of other English teams. By undertaking research in advance, brands can survey their exact target audience to find out which partnerships they are likely to respond positively to in order to avoid similar pitfalls.

Bo Mattsson, CEO of Cint, comments: “Investing in sports sponsorship can be a big outlay for brands – whether it is supplying the strip for a local football team or television advertising featuring a globally recognized celebrity. It is crucial that marketers obtain feedback from their target audience before pursuing any partnership. If it is for a soft drink brand, does its potential customer base enjoy watching basketball, or rugby? And if for a personal finance company, which particular sports events will ensure it reaches a wide and diverse community that is likely to respond?

“By utilizing consumer research panels, brands can simply and effectively deploy a survey to a select group of individuals, chosen depending on location, age and interests, to establish their preferences when it comes to sports. I strongly urge any organizations pursuing sports sponsorship to thoroughly research how specific individuals and events are perceived and enjoyed by their target audience.  Before investing in this expensive marketing tactic, it is important to be sure that it will be perceived as an on-brand, authentic and relevant partnership by those individuals that are most likely to purchase the brand’s products or services.”

For more information on Cint’s wide range of tools to gain market intelligence please visit www.cint.com.

Ends

Contact – Keredy Andrews - cint@punchcomms.com – 0044 1858 411 600.

Media Contact Name: Keredy Andrews
Media Phone: 0044 1858411600
Media Web Address: http://www.punchcomms.com
Company Contact Name: Keredy Andrews
Company Phone: 0044 1858411600
Company Web Address: http://www.cint.com
Click here to see all news from this author/company

Filed Under: BREAKING NEWS, Technology, MARKETING, ADVERTISING, PR, PRESS RELEASE

RUSH PR NEWS newswire and press release services at rushprnews.com / Anne Howard annehowardpublicist.com

Content- Legal Responsibility - All material is copyrighted - You may repost but you MUST link back to the original post on your page and acknowledge Rush PR News as the news source. Rush PR News is not legally and/or morally responsible for content of press releases, opinions expressed or fact-checking.

Rush PR News cannot be held legally responsible for material published and distributed through its newswire service or published in its press-room and therefore cannot be sued for published material. Third-party must be contacted directly to dispute content.

Rush PR News is not the contact for material published.

RSSFeed PRESS & SOCIAL MEDIA RELEASES

Talkingtech.ca Launches Canadian Technology Forums

Toronto, Ontario 04/18/15 · Canadians with a love of everything hi-tech have...

Global Access CSG Announces New Chief Operating Officer

NEW YORK, NY and MINNEAPOLIS, MN 04/15/15 · Global Access CSG is pleased to announce the...

Newborn Foundation Featured at Shanghai Neonatal Forum

Saint Paul, MN / Shanghai, China 04/15/15 · Forum follows implementation visits to SW China newborn...

Minority-Owned Handbag Brand Continues to Emerge

Charlotte, NC 04/13/15 · He is commonly called “Mr. Sylvia”, but Sylvia...

By April 21, create a responsive site or be left out of Google top ranks

San Francisco, California 04/13/15 · By Anne Howard for TrafficStriker. Have you checked your...

Pressenger Mobile App Urges Users To Support Earth Day 2015 Thunderclap Campaign

Budapest, Hungary 04/11/15 · Participants use pre-call image to spread awareness about...

Diecasters shown how to save up to 85% off whole life running costs

Stuttgart, Germany 04/09/15 · Diecasters will be told how to save up...

Criminals Host Fake Government Services Web Sites

Reston, VA 04/08/15 · Criminals Host Fake Government Services Web Sites to...

Running Aces Introduces Renovated Simulcast Space in Preparation for Racing Season and Kentucky Derby

COLUMBUS, MN 04/08/15 ·   Running Aces Introduces Renovated Simulcast Space in Preparation...

Filipino Freedom Fighter to U.S. Army Officer - Bataan Death March Survivor

LOS ANGELES, CA 04/07/15 · By Farrell J. Chiles “My father told me us...

Doth Solutions Offers a Complete Suite of Intelligent IT Business Solutions

Mississauga, CA 04/01/15 · DotH Solutions, located in Mississauga, is a professionally...

Time to increase your public relations impact

SAN FRANCISCO 04/01/15 ·                 Your « SPRING2015 » Coupon is here! And with it...

Renew Life’s #MomentsOfJoy Campaign Gaining Momentum On Social Media

Milton, ON 03/26/15 · Supplement Co. Recognizing Canadians Making Positive Impact On...