Are sports sponsorships suffering from too much clutter?
Check out this article from The Age, a newspaper out of Victoria, Australia.
Consumer awareness of brands’ sponsorship activities is waning downunder, but sponsors continue pouring more money into sports. Funny, this sounds a lot like TV advertisers here in the States.
“In 1965, 80% of 18-49 year-olds in the U.S. could be reached with three 60-second TV spots. In 2002, it required 117 prime-time commercials to do the same,” zccording to Jim Stengel, Global Marketing Officer, Proctor and Gamble. Yet ad spendign on TV continues to set records.
What’s the common thread here? Why are marketers continuing to spend into this downturn?
Some marketers would says that their sponsorships are yielding good results despite the decline. Perhaps these marketers have resigned themselves to life in the newly stratified media world? That would seem to be a natural response if there were indeed no other options than to do what we’ve always done.
But we DO have choices. In fact, we’ve got some amazing new opportunities right in front of us
As mass media reaches smaller and smaller audiences, should we simply accept that our sponsorship investments are going to return poorer yields, or should we get busy testing new ideas that leverage the new technologies and the new channels they enable?
I’ve said it before, and I’ll say it again…NFL TEAM WEBSITES are a fertile and virtually untapped ground which sports sponsors should explore. Sites like colts.com and mycolts.net reach fmillions of fans who are passionate about their favorite teams. Theses sites give spnosors ample opportunity to become recognized and engaged.
It’s time to let mass media fade.
[...] that’s only available to folks that read my feed!Pat has another great post on his blog about a trend in Australia where sports sponsors are seeing a decline in brand awareness - even though they continue to do the same things. [...]
Opportunity to become recognized and engaged by express allegiances to local, regional and global sport teams, sports-oriented online community (a social network) for sports team players, fans and administrators.
Pat,
What at Colts.com is better than Colts information at ESPN.com, CNNSI.com, FOXSPORTS.com? What makes your social network better than other team message boards on numerous sites on the web? I am trying to think why a potential sponsor would advertise on your site rather some of the big dawgs. I think sports sponsors are looking for unique, fresh ideas.
Chris