What happened

To promote its sponsorship of the London 2012 Paralympic Games, Sainsbury’s created a short video of David Beckham being put through his paces by David Clarke, team GB’s Blind Football legend. Widely seeded online, on TV and in cinemas, the video raises awareness of the Sainsbury’s 1 Million Kids Challenge, which aims to get a million children to try a Paralympic sport, and its sponsorship of the Paralympic Games overall.

Why we love it

Sainsbury’s ‘Paralympic Games-only’ sponsorship is an exciting innovation in itself.  This is the first time that the rights for the Paralympic Games have been carved out and sold separately to those for the Olympics (although Olympic sponsorship still includes the Paralympic Games as well). Sainsbury’s can use this differentiated position to derive some key benefits.

Firstly, unlike Olympic venues, the London 2012 Paralympic Games’ venues and athletes can be branded.  With 150 hours of Paralympic Games footage to be broadcast on Channel 4, it will deliver plenty of ‘natural’ brand exposure for Sainsbury’s. In addition, the Paralympic Games provide some truly emotive stories of excellence, inspiration and dedication that resonate with the consumers and, critically, are different to the Olympic stories that will be told by the other sponsors. As Sainsbury’s Head of Sponsorship, Jat Sahota, said: “There are amazing individual stories, but it is important not to overplay the adversity angle – they are ordinary people doing extraordinary things; they are elite athletes. There is a richness to those stories that I think the British public will respond to more than some of the Olympian stories.”

Using David Beckham as a Paralympic Games Ambassador is an interesting choice. Whilst it is unusual to have an ambassador for an event who has never participated in it, Beckham’s involvement is a good way to deliver its messages to the widest possible audience.  It is obvious, though perhaps slightly regrettable, that a star of mainstream sport is a great candidate to help convey the Paralympic Games’ message.

Signing up the much-loved Beckham is unlikely to be a step in the wrong direction for any brand, but it’s what Sainsbury’s did with him that made this use of an ambassador so successful. The ABCDE model tells us that content is a vital part of excellent sponsorship, and the combination of a fascinating insight into blind football, combined with the allure of Beckham’s talent and good looks (sorry!) makes for compelling viewing. Football is the best loved sport in the UK, and so provides a good route into the discovery of Paralympic activities for those with little prior knowledge.

The last time blind football caught the public’s attention to such an extent was probably when Paddy Power released this controversial advert in 2010 and Sainsbury’s approach to blind football, naturally, could not be more different. It evokes the skill required for the sport, provoking exactly those feelings of inspiration and patriotism that the best sponsorships should.

The 1 Million Kids challenge is an ambitious programme to promote Paralympic sport to the mainstream, and using Beckham as its Paralympic Games ambassador shows that Sainsbury’s is serious about trying to make this happen.

Sainsbury’s core asset might be the London 2012 Paralympic Games, but by creating content that combines this sponsorship with a superstar ambassador from outside the Paralympic world, they are truly maximising its impact.

By Jessica Enoch on January 25th, 2012

Tags: Celebrity, Content, David Beckham, Default, London 2012, London 2012 sponsorship, Olympics, Synergy Loves

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What happened?

adidas launched what its calling its ‘largest ever brand marketing campaign’ and the first to feature adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands together.

By using a number of their most popular personalities from across sports and culture adidas has created an impressive campaign which leads off with this ad featuring David Beckham, Lionel Messi, Katy Perry, basketball player Derrick Rose, gymnast Louis Smith, the All Blacks, musician B.o.B and top skateboarders including Silas Baxter-Neal.   The spot aims to promote the idea that when you love your game, whatever that game may be, you put your all into it.

On top of this they have delivered an integrated campaign using ground breaking 3D projection mapping at the launch and including different TV and online versions of the film.

adidas have used their YouTube channel and Facebook page to seed engaging digital content including some individual films of their ambassadors including Messi and the musician B.o.B.  The video was seeded on Messi’s new Facebook page which launched on 7th April and achieved a remarkable 7 million likes in 7 hours.  On their campaign website www.adidas.com/areyouin fans of football, skating and music can win prizes and in the US win the chance to feature in their next version of the ad to air during the MTV Movie Awards.

Why we like it?

Rather than a sport specific campaign that we often see from brands such as adidas they have utilised so many of their assets in this campaign and across a wide spectrum of sports and culture from football to skateboarding to Russell Brand‘s missus.  The campaign therefore appeals to a huge audience across many different markets.  By using the impressive 3D projection at launch and using their various digital channels adidas are showing they are at the forefront of technology, are maximising their assets and are taking their (obviously pricey) ATL campaign many steps further.

What the brand says:

From the campaign press release:

The brand’s largest marketing campaign in history showcases adidas’ distinctive presence across different cultures and lifestyles fusing the world of sports, music and fashion and is the first time the company features adidas Sport Performance, adidas Originals and adidas Sport Style sub-brands in a single campaign.

“Today’s consumers are not one-dimensional,” said Patrik Nilsson, president of adidas America.  “They live across the cultural spectrum and that’s where adidas has its edge.  The adidas brand extends beyond sports and ‘all adidas’ celebrates this breadth of passion from athletes, musicians, artists and beyond.  The new campaign allows us to create stronger, truer connections with the consumer by encouraging and celebrating a mix of interests and passions central to their lives.”

By Erica Lowden on April 8th, 2011

Tags: Advertising, Branded content, Content, David Beckham, Digital marketing, Football, Music, Rugby, Social Media, Synergy Loves, Synopsis, Tennis, YouTube

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I for one was pleased to see the recent news that FIBA has given the British Basketball Team the chance to represent Team GB at the Games in 2012 – a result that sees Team GB represented in all sports at  London 2012. This also means that  Britain will field a basketball team at London 2012 for the first time since last hosting the Games in 1948.

By allowing Team GB to compete, FIBA has given British Basketball another platform from which to shout about their brilliant sport. A sport that has the potential to be huge in this country.

GB's NBA star - Luol Deng

Basketball in Britain has struggled to grab the attention of young men and women on a mass scale like Football does, but in recent years, the tables seem to be turning and there is an ever increasing interest in the sport as a whole. Andy Hunt, chief executive of the British Olympic Association rightly pointed out that ‘FIBA’s decision is recognition for years of hard work British Basketball have put in on and off the court’.

Interest in the sport has undoubtedly been fuelled by images of David Beckham and his boys courtside at the LA Lakers. For others, it might be down to hit US TV shows like One Tree Hill. But one of the biggest factors has to be the introduction of the NBA Europe Live at the O2.

David Beckham attends Lakers game with sons

For those unfamiliar with the NBA’s foray to British shores, they made basketball history when the first-ever regular-season games were held in Europe, between the New Jersey Nets and Toronto Raptors at The O2 in London this year.

It was quite a spectacle and a great advert for the game in the UK and now, with the news that FIBA have allowed Team GB a place in 2012, British Basketball has another reason to shout about its beloved game.

NBA at the O2

I will certainly be looking to get some tickets in the Olympic ticket ballot and why don’t you?

(If you’re not into Basketball, maybe this will change your mind! Check out the Toronto Raptors mascot in action, below…)

By Synergy on March 15th, 2011

Tags: Athletics, BBC, Blogging, BOA, David Beckham, Default, London 2012 sponsorship, Sport, Team GB, YouTube

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This season Synergy was tasked to create a half time activity campaign using Betfair’s two football assets Manchester United and FC Barcelona.  With two of the world’s most famous clubs it surely wasn’t going to be hard to create an ultimate sporting experience…

In September every £10 football bet placed on Betfair offered their customers the chance to be entered into the Betfair Penalty Champions competition. Through Betfair’s sponsorship of Manchester United and FC Barcelona, customers who were entered would have the chance to walk onto the pitch at half time at both Old Trafford and the Camp Nou and take a penalty representing their team.

October saw ten Manchester United fans and ten FC Barcelona fans headed to their clubs’ training grounds for a training day with club coaches and ex-players, followed by the filming of their very own penalty. For MU fans it was Carrington with Dennis Irwin and Andrew Cole and for Barca fans it was at Joan Gamper with Roberto Bonano.

With all twenty penalties posted online for the public vote, it was not long before two teams would be announced and preparing  for the first leg at Old Trafford, before heading to the Camp Nou for the second leg. The winners – with over 87,755 votes between them – were Darrin Crawford, Brendan Doherty and David Snell (representing MU) and Israel Sanchez, Eduardo Rubio and Jordi Vila representing Barca.

December bought both snow and Manchester United v Arsenal at Old Trafford. With all winners finally making it to Old Trafford despite some snow-diverted flights at half time our six winners and their glamorous escorts (Caroline me in beautiful yellow Betfair Jackets, below) stepped out onto the hallowed turf at Old Trafford. As if stepping out in front of approximately 80,000 fans wasn’t daunting enough, the Chilean Miners and the one and only David Beckham had also decided to make an appearance at the match!



The crowd immediately got behind their Red Devils, encouraging the MU boys to an early 3-1 lead over the Barca team, leaving MU with what should have been an easy win at the Camp Nou…or maybe not…

After the Christmas break it was time for Betfair’s six winners (oh, and me again) to start the New Year in style by flying to Barcelona and following in the footsteps of some of today’s greatest players, Messi, Iniesta and Villa, by walking onto the pitch at the Camp Nou at half time of Barcelona v Malaga. With a change in the MU team with Brendan Doherty having to pull out of the competition to attend the birth of his first child…it was up to fourth place Steve Wright to take his place!

With a 3-1 lead it should have been an easy victory for the MU team, however, now it was the turn of a 100,000 Barca fans to get behind their team and it would seem the pressure proved too much for some of the MU team with replacement Steve Wright blazing it over the top of the goal post and goal keeper Roberto Bonano easily saving David Snell’s penalty. However, with the Barca fans behind them the Barca team struck some great penalties and bough the score back to 3-3, leaving Darrin Crawford to secure MU’s victory! Unfortunately for Barca and their fans the MU win was never in doubt as Darrin struck his penalty with total confidence bang into the bottom left hand corner of the goal as he had at Old Trafford securing a 4-3 victory for Manchester United at the Camp Nou!!

So there you have it a 4-3 victory for Manchester United over FC Barcelona! I wonder would Manchester United be victorious against FC Barcelona should fate draw them together in this year’s Champions League…?

By Georgina Taylor on January 28th, 2011

Tags: Betfair, Brand marketing, David Beckham, Event management service, Experiential marketing, Facebook, Football, Football Sponsorship, Manchester United, Sponsorship, Sponsorship consultancy, Sport, Synergy, UEFA Champions League

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If you ask industry experts or observers of sport to identify the greatest ever sport marketing innovation, it is reasonable to assume the resultant list would consist of the usual suspects: probably something executed by Red Bull, Nike, or Real Madrid; or perhaps one of the many Mark McCormack-inspired sport marketing initiatives. Such innovations are often iconic, era-defining, sometimes signifying major paradigm shifts in sport marketing thought or practice.

For me, Red Bull is my personal favourite sports marketing innovation; the brand is a phenomenon that has changed the landscape of sport. From its X-Fighters, to Travis Pastrana jumping Long Beach Harbour in a Subaru, to the company’s Flugtag air racing series, the brand has become the sport, and the sport has become the brand. What started out with an Austrian guy buying the right to manufacture a drink that already existed (a natural drink from Thailand that was thought to have stamina-enhancing properties) has become a sporting empire that either defines the sports in which it is present, or else successfully competes in sports where other brands also have a presence. In either case, Red Bull has popularised or developed sports that meet the needs of a rapidly changing marketplace, but it has also brought a sense of excitement and daring to other sports in which it is involved.

Yet profound sport marketing innovations are not necessarily the most obvious, big, bold, global, Red Bull-type statements that touch all of us in some way. Rather, they are sometimes small, subtle changes that affect how sport is staged and played, how it is consumed, and whether it is a success. Alternatively, they are the result of close alliances between different sporting stakeholders that somehow affect peoples’ lives or behaviour: no less significant than Galacticos-era Real Madrid, and with effects equally as ground-breaking as Nike’s Air Jordans.

In this context, it is worthwhile differentiating between sport marketing and marketing through sport. At the heart of sport marketing is what economists call ‘the uncertainty of outcome hypothesis’. In other words, the core product in sport and what gives that product its strength is unpredictability: not knowing who will win a competitive contest between the individuals or teams involved. As such, any development that has promoted uncertainty has to be deemed as being a sport marketing innovation, whether it is a small amendment to the rules, a change in competition format, or the restructuring of a league. Within these parameters, the introduction of the Indian Premier League and the 1992 restructuring of the UEFA Champions League both merit being labelled as major sport marketing innovations in the way they changed the nature of the product and competition. So too, the rule changes that truncated Michael Schumacher’s dominance of Formula 1; at a time when the sport’s popularity was dwindling rapidly, changes to key regulations re-introduced a sense of competitive balance into the sport which in turn boosted its commercial attractiveness and its appeal amongst fans, while strengthening the core product.

The way in which marketing through sport also leads to innovation has resulted in some unheralded but very important developments. In 1977, Jean-Pierre Jabouille competitively drove a spluttering Renault F1 car for the first time in the British Grand Prix. This was the first ever F1 race for a car powered by a turbo engine; thirty years later and the use of turbo engines in road cars is now widespread. In this case, the innovativeness has come in terms of technological advancement, diffusion of knowledge, product development and enhanced vehicle performance. Such developments are evident too in yacht racing; a decade or so ago, Ericsson used sponsorship of the sport to trial, develop and promote its new GPS technology. Meanwhile Marlboro, through a 25-year association with the McLaren F1 team, reinforced its macho brand image through a relationship that was described as the equivalent of a royal divorce when it ended. Hawaiian Tropic has often used promotional give-aways, handing out sun-tan lotion, towels and hats to NFL fans at games held in the sun, enabling product sampling and building consumer goodwill. And the advent of giant video screens has helped transform the atmosphere in stadiums across the world by providing a better viewing experience, delivering high quality information, and promoting new forms of camaraderie amongst fans. Not to say the new opportunities it has provided to advertisers. The lists of such ‘small’ things that have gone on to become big, even if we have not always noticed them, have clearly been immense in several cases.

When I witnessed a move involving Roberto Carlos, David Beckham and Zinedine Zidane, playing in a game at the Bernabeu, it was something that will live with me for a long time: sport marketing innovation at its height, my very own Galactico experience, one which was immensely pleasurable. Yet whenever I take my turbo-diesel powered car on a long journey down the motorway, it is hard to believe that a French sports-car driver tagging along at the back of an F1 field is having just as important an impact on my daily life. Sport marketing innovation does indeed come in many forms, often starting small and ending up becoming something big.

Professor Simon Chadwick is Chair in Sport Business Strategy & Marketing and Director of the Centre for the International Business of Sport (CIBS) at Coventry University Business School. Follow him on Twitter: @Prof_Chadwick

By Synergy on November 12th, 2010

Tags: David Beckham, Default, Football Sponsorship, Formula 1, Indian Premier League, New Product Development, Sponsorship, Synergy, UEFA Champions League

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Just occasionally I write about politics and football, and so it is that today I bring you a fascinating section in Tony Blair’s new memoir where he discusses agonising over whether or not to sack Gordon Brown and he recounts a conversation – actually, the implication is repeated conversations – with Sir Alex Ferguson:

…there is a crucial difference between political management and running, say, a company or a football team. A conversation I used to have with Alex Ferguson pinpointed this. ‘What would you do if you had a really difficult but brilliant player causing you problems?’ I would ask. ‘Get rid of them’ he would reply. ‘And supposing after you got rid of them they were still in the dressing room, and in the squad?’ I would say. ‘That would be a different matter’ he would reply, laughing.

Now I know some of you may already be reaching for a large pinch of salt given the former PM’s previous unhappy brush with footballing (not to say other) recollections. It’s passed into urban mythology, of course, that Blair lied about having watched Jackie Milburn at St James’ Park, but let’s put the salt back (on this one at least) because he was subsequently proved to have been misquoted.

Blair’s conclusion, of course, was that football and politics are different, and that it was better to keep Brown in the team rather than sacking him. And we all know what happened next: resignations, and relegation.

I can’t help but wonder what Sir Alex would have done if he’d been in Blair’s position.

I’m betting he’d have sacked Brown, let him stew in the reserves (ie back benches) and arranged for a transfer to the SNP.

Ask David Beckham, Jaap Stam, Ruud Van Nistelrooy, Andrei Kanchelskis, Paul Ince, Gordon Strachan and Mark Hughes – to name a few.

Tony Blair’s memoir, ‘A Journey’, is published by Hutchinson.

By Tim Crow on September 2nd, 2010

Tags: David Beckham, Football, Manchester United, Politics

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When people find out I work in sponsorship, I always get asked two things:

1. Do you have any decent tickets?
2. Do you have any decent gossip?

There was a time when I had plenty of the latter and little of the former. Unfortunately these days my gossip is about as revealing as a Tiger Woods press conference. The reasons for this are twofold due to changes that have happened over the last few years.

Firstly, the lines between sportsman and celebrity have blurred. Any star worth their salt should now be able to change their first name to ‘Brand’ and sound believable – think Brand Beckham, Brand Murray, Brand Schumacher. Could you ever imagine Brand Botham or Best?

The worlds of sport and entertainment celebrity, or ‘Sportainment’ as it’s naturally called in America, are now firmly linked and in more then a few cases by marriage (or separation). This means you become a front page story rather then a back page one, especially if it’s for the wrong reasons.

Secondly, and this is the significant recent change, with the rapid rise of digital and social media our appetite for instant news and our ability to create it has never been so strong.

Sports stars and clubs themselves are in on the act – basketball player, Shaquille O’Neal has a whopping 2.8 million twitter followers, while Barcelona FC has 1.3 million Facebook friends – but the real control lies with the person on the street.

After Tiger’s conference (streamed live on YouTube), we didn’t need to wait for the papers’ reaction the next day to gauge public opinion – in just the hour after there were over 93,000 tweets about it.

The headlines of Messrs Cole, Terry and Woods show us that the sports stars haven’t really changed – in fact the only surprise is that Tiger kept it quiet so long. The change is that now they are considered fair game by both a salivating media and an unforgiving public able to influence and drive the agenda. This means there few secrets that don’t come out eventually – or in other words not a good time to be straying from home.

Oh and before you ask – no I don’t have any tickets to the World Cup, Wimbledon or The FA Cup Final. No change there then.

By Dominic Curran on March 2nd, 2010

Tags: Andy Murray, David Beckham, FA Cup, Facebook, Public relations, Sponsorship, Tiger Woods, YouTube

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Well, we know it will be Chicago, Madrid, Rio or Tokyo. But we’ll have to wait until around 1800 GMT today to find out which one Jacques Rogge will announce as the host city of the 2016 Olympic Games.

The great and the good are gathering in Copenhagen for the 121st IOC Session where the main point on the agenda is the announcement of the winning bid. Pre-race favourite is Chicago, where the high-powered campaign has delivered the Obama factor – Michelle is in Denmark already, Barack is due to fly in today.  However, coming up closely on the inside is Rio, whose bid is focusing on the romantic appeal of being the first South American city to host an Olympic Games, and promising to bring the party to life by delivering the carnival atmosphere that everyone associates with Brazil. So, it certainly isn’t a one-horse race, and we shouldn’t forget that London wasn’t the favourite in the race for 2012.

Influential IOC member Dick Pound commented yesterday that the IOC will be looking for the ‘safest option’ for the winning city – in terms of secure finances, a strong infrastructure, security and the general ability to deliver a successful Games.  However, I don’t think that anyone can actually predict which city will be unveiled.

Whoever it is, it will be a momentous occasion. Remember the images from July 2005 when London was victorious – Denise Lewis and David Beckham jumping up and down in Singapore, Prime Minister, Tony Blair, apparently doing a little jig, and thousands of supporters celebrating in Trafalgar Square. For the winning bid it will be a day to remember and one that will change the city forever.

London celebrates winning the 2012 bid

Who do I think will be awarded the Games?  My head says Chicago, offering strong political and commercial opportunities for the IOC.  However, my heart is pulling on the appeal of the South American party capital and the lure of the carnival atmosphere that would create a Games unlike any other.  Unfortunately, I don’t get to vote, so the question is, what will appeal most to the IOC members – those that do get to decide?  We’ll just have to wait and see….

By Synergy on October 2nd, 2009

Tags: David Beckham, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Synergy

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You may remember from the media coverage last week that Lance Armstrong decided to go for a bike ride in Scotland. Pretty unremarkable after all you would have thought he must go for the odd ride quite often. Except this time he invited some friends along with him – actually 1.8 million friends.

Armstrong sent out a tweet saying he was in Scotland and fancied going for a ride that afternoon. Cue pandemonium in Paisley (yes, Paisley) town centre with hundreds of cyclists and media turning out.

He’s at it again – a few hours ago I got another tweet from the seven-times Tour de France winner:

Armstrong, already the most followed sportsman on Twitter, is re-defining the barriers between sportspeople and the public. This is pretty much the equivalent of David Beckham saying he was going for a kick about at his local park, who wants to join him and bring your jumpers for the goalposts.

This is consumer engagement at its rawest – brands take note. This ‘mass exclusive’ event directed by Armstrong himself means that even sat at my desk, I feel part of it and if I lived close enough I’d certainly be down there on my bike. Imagine the power of a brand delivering and facilitating this level of interaction without diluting it?

By Dominic Curran on August 25th, 2009

Tags: David Beckham, Lance Armstrong, Public relations

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Certainly not a new topic in this forum, but yet again David Beckham is at the top of his marketing game. Tomorrow (11 June) he makes a rare public appearance in London, at Selfridges on behalf of Emporio Armani.  As Dom mentioned in his post on Becks, he’s a marketing certainty, and I have no doubt that tomorrow’s event will be mobbed.

For me DB is a fantastic sponsorship opportunity.  He’s always been a gifted footballer, and it’s fair to say he’s a bit of a looker too, but he’s certainly not short of company in that bracket.  He has that little something that no-one can quite put their finger on, an aura that surrounds him that makes him appeal to so many different people all over the world.  This is what makes Beckham so unique and has seen him take footballers beyond being just footballers.  He has become his very own brand, but his brand is one that can be so powerful when used in partnership with others, just ask his current sponsors at adidas, Cabo Sao Roque, Coty, Emporio Armani, Motorola and Sharpie.

Armani’s use of Beckham should be admired, as the brand consistently leverages a very strong relationship between the brand and the icon.  Armani’s integrated approach drives consumers affinity with the brand, and importantly offers an emotional experience beyond the ATL campaign. For fans all over the globe the opportunity to meet Beckham is a once in a life time experience and this week some of those fans will get their chance in London.  The experience will also provide a great PR platform to extend the campaign into the all important column inches.

So tomorrow sees the man at Selfridges, and whilst it will be a small duty in the life of David, I’m sure it will provide incredible excitement for those that meet him.  May even help sell a few pairs of pants too.

By Ben Wilkinson on June 10th, 2009

Tags: Advertising, Brand marketing, David Beckham, Experiential marketing, Fashion, Football, Football Sponsorship, Product placement, Public relations, Sales promotion, Sponsorship

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