July PANA GMM: Increasing Brand Value Though Sports
Sports promotes values. Sports is for everyone. Sports can create an emotional bond with consumers. These are just some of the positive attributes of sports tackled in PANA’s 7th General Membership Meeting (GMM), “Increasing Brand Value through Sports Marketing”.
Regional Vice-President and Executive Director of Crush Advertising Rod Nepomuceno detailed the reasons why he preaches the gospel of sports to brands. “People are already sold to sports and that makes the job easier to sell your brand.”
To harness its potential, the scope of sports marketing include: sport events sponsorship; athlete endorsement; team sponsorship / naming rights; sports event organization; sports merchandising / sports products; sports licensing; corporate hospitality / entertainment; sports broadcasting, on-air branding, and syndication; sports consultancy; sports training facility management; sports video games; sports association representation; sports stadium marketing; sport-themed advertising; and sports tourism.
When asked about effectiveness, Nepomuceno admits that it usually depends on what you are selling, whether or not sports fit your category or brand personality and many other considerations.
“If your product is a sports product then sports marketing should be the main thrust of your marketing plan. If not, sports marketing can play a minor role but it must still be consistent to your brand essence and personality.”
Vitto Lazatin, Sports Manager of SPORTS5, the sports arm of TV5 shared that sports viewership is higher now than it has ever been and acknowledged its thriving presence in the digital world. Add to that the possibilities in on-ground activations and in-game executions. “Branded executions and sponsored segments have long been accepted as a part of sports viewing. Viewers expect them,” said Lazatin.
Samples of branded game elements that can be utilized are: slo-mo replays, move of the game, scoreboard/timer, highlight reel ownership, fan-related premiums and title cards/round cards. All of these are customizable for the brand or campaign.
As for the natural on-ground of component of sports, there are countless choices but notable ones are: LED’s and digital scoreboards, TVC playback and in-venue acknowledgement, streamers, booth setup (for sampling, flyering and/or selling), in-venue games, contests and giveaways.
Last but not the least, speakers from The Younghusband Football Academy (TYFA), gave insights on the branding value of sports performers. Cathy Nazareno-Rivilla, executive director; Jojo Durian, coach; and Phil Younghusband, President of TYFA shared the stage.
Rivilla encouraged the audience of PANA members to support football because it has 208 associations across the globe, 6 confederations, with more than 250 million players (40 million of which are women; 99.8% are amateurs and 88 percent are youth players).
Though basketball remains the Filipino go-to sport, football scored a goal when it started to boom in 2010. That was after the national football team, the Philippine Azkals beat then former champions, Vietnam with the score of 2-0 in the ASEAN Football Federation Suzuki Cup 2010.
Undoubtedly, athletes who perform well attract attention and media exposure. “They are considered as intangible assets,” added Rivilla. She also cited the Younghusband brothers as examples, having consistently good records in and out of the field in terms of choosing an individual player to represent your brand.
PANA GMMs are interactive forums where industry experts are invited to share information to PANA members on timely and relevant topics; done every last Thursday of the month at the Hard Rock Café, 3/F Glorietta 3, Makati City.