Sponsorship Prevails under Economic Downturn
11th October, 2010
One only has to look at the success rates of the sponsorships of the 2010 Fifa World Cup to see that sponsorship can still prevail in a time of economic downturn. The official sponsors of this year’s sporting event, Budweiser, Coca-Cola and McDonalds, have lauded their sponsorships of the Fifa World Cup a resounding success, stimulating sales and increasing brand awareness on a global level. The fact remains that in spite of a necessity of cutbacks for all companies, the only way to stimulate growth in these difficult times is to increase sales. Brand awareness and mass exposure to your direct market remain the most effective ways to achieve exactly this.
During the World Cup, Budweiser beer sales were up 18.6 per cent in the UK over the comparable period in 2009, while Coca-Cola observed a 7 per cent increase in sales in Latin America. Despite already being globally recognised brands, this positive association allowed the companies to grow in spite of a spending-conscious public. By selectively sponsoring an event with great public appeal, companies such as these can increase their own appeal through association, without having to advertise why their product is better than it’s competitors. The public’s association of it with the biggest sporting even of the year will see to that.
For a company such as Red Bull, sponsoring extreme sports allows it to remain ingrained in public consciousness as an exciting, fast-living brand. Whether it be BMX biking or the Formula 1 Grand Prix, the message remains the same: Red Bull are the brand to go for if you aspire to live a high octane, stimulating lifestyle. Alternatively, by sponsoring the hugely popular Reading and Leeds festivals, Vodaphone can ensure it is in good stead with a music-loving youth generation, allowing it to be seen as a brand that has it’s feet placed firmly on the most hippest of grounds.
It would be a misconception to believe that a world still recovering from a brutal recession is one without need for a ‘luxury’ such as sponsorship. It is in actual fact one of the most cost-effective ways of generating growth, boosting sales and increasing brand awareness. By directly exposing one’s brand to its target audience, and thus allowing for brand engagement, companies can generate the positive upswing that will help lift us out of this recession, and not flailing in it’s midst. In an uncertain time, a strong public image is the greatest asset a company can possess, and a great affiliation through selective sponsorship can provide just this.
