Archive for the ‘NFL’ category

Probably the best work experience in the world?

When you’re looking to get a foothold in a very competitive industry like ours, opportunities for work experience are invaluable. This week at Synergy we have (as we often do) had an intern join us to see what really happens in a sponsorship consultancy. Edmund’s week has been filled with learning; he’s experienced all ends of the sponsorship spectrum; packed mailouts, scored the papers, set up a scaletrix track for one of our F1 clients and helped out with an NFL presscall to name but a few.

I’m sure he’s not the only one who’ll go back to school with some amazing learning experiences. However, I doubt many can top Edmund’s show and tell from the NFL photoshoot…

edmund

Edmund with the Tampa Bay Buccaneers Cheerleaders in advance of this Sunday’s NFL fixture when the Tampa Bay Buccaneers take on the New England Patriots at Wembley.

Does work experience get any better?

By Ben Wilkinson on October 23rd, 2009

Tags: NFL, Sponsorship, Sport, Synergy

1 comment

P&G’s new commitment to sports marketing: will others follow?

I really like the thinking behind Procter & Gamble’s new deal with the NFL, which sees an array of 13 brands in the P&G portfolio become ’Official Locker Room Products’ of America’s dominant sport. P&G’s own comments about the deal also reveal a very interesting insight into the consumer products giant’s new commitment to sports marketing.      

What do I like about the deal? Two things in particular.

First, creating a new, customised category around P&G’s products is seriously smart.  It’s been done before of course – GE’s Olympics deal, Sony’s FIFA deal – but nothing wrong with that. For a house of brands like P&G, the commercial benefits – marketing synergies and retail efficiencies in particular – are immense. Crucially too, P&G’s ‘Locker Room’ play works as a consumer message – not to be underestimated, as so often these type of ‘official’ tags have absolutely no consumer meaning.

image

Second, playing the NFL to Mom. An odd choice you might say, given that P&G’s products are mainly purchased by women, and that the NFL audience is 66% male. That 33% female audience for the NFL is still huge of course -  estimated at around 94 million by Nielsen. But the key is, Mom doesn’t just buy for herself: she buys for the family. And if a consuming family passion is the NFL – which it absolutely is in the US – then connecting P&G’s products to that family passion is absolutely on the money.

“And let’s not forget” added NFL Marketing SVP Mark Waller today “that more women watch the Super Bowl than watch the Academy Awards”. 

Not convinced? Then consider Gatorade: a brand which went from niche sports drink to mass-market everyday family drink, primarily bought by Mom, by leveraging above all its NFL credentials, in a partnership which endures to this day. And while you’re at it, on the same theme you might also want to consider Gillette - owned by P&G since 2005 of course – which is most famous for its sports marketing.

Which brings me to P&G’s new commitment to sports marketing. In the news around the NFL deal, P&G’s Jason Dial was quoted as follows:

“When we aquired Gillette [in 2005], we found out how much of a role sports marketing could play…Gillette created the winning principles of sports marketing to our broader portfolio.”

I wonder whether other consumer products companies - hitherto oddly under-represented in sports sponsorship – will follow suit?

One thing’s for sure: with big investors like the financial services and auto categories cutting back, and with supply far outstripping demand, there’s never been a better time.  After all, the audience is still there, and still just as passionate - ask Mom.

By Tim Crow on August 5th, 2009

Tags: Default, NFL, New Product Development

2 comments

Ronaldo Banks On His Own Transfer

While football fans brace themselves for yet another drawn-out summer of incredulous transfer speculation, credit has to go to Portuguese bank Banco Espirito Santo for capitalising on the ongoing Cristiano Ronaldo ‘will he? won’t he?’ saga.

In an advertising campaign destined to further anger Sir Alex Ferguson, the ever on-the-ball Football365’s Mediawatch, has spotted the Manchester United star grinning away above the slogan ‘Where will I be in three years? I don’t know, but my money will be here.’

Cheeky Chap Ronaldo

While you have to admire the sheer audacity of Ronaldo (he really doesn’t care who he upsets does he?), it made me think; why don’t more brands use transfers and the transfer window in particular as an opportunity to speak to a captive football audience?

Whereas most footballers will be sunning themselves on the beaches of Europe or the Caribbean this summer, the majority of football fans will still be glued to Sky Sports News round-the-clock coverage or scanning The Sun on a daily basis for stories of their best player stating his undying allegiance to their club, before moving for an undisclosed record fee the next day. If you want loyalty, buy a dog as they say!

So while the football season is now officially over, our desire for unabated news of even the most trivial detail related to our club’s dealings in the transfer market knows no bounds.

The relevance and potential of this territory is something that US brands capitalised upon years ago. The furore that surrounds the build up to the drafts of the NFL, NBA, MLB and even the NHL is all supported by an array of brands looking to tap into the fevered interest in off-season activity.

Seasoned rumour mongers Real Madrid were also more than aware of the benefits they could deliver to their own commercial partners when they signed David Beckham in the 2003 transfer window. On arrival in Madrid, Beckham was driven from the airport to his medical check-up, to sign his contract, to his official presentation all in a brand new Audi.

The impact was so great that Jesus Gasanz, the president of Audi in Spain said: “The international exposure our company received in that brief period was so immense that our three-year investment in the club was repaid — and several times over — right there.”

Yet despite this supporting evidence the majority of football sponsors still appear to go into hibernation over the summer months, once the seasons over and the window is open. It all seems like a missed opportunity to me.

But don’t take my word for it, just ask Jesus himself!

By Paul Whitehead on June 8th, 2009

Tags: Advertising, David Beckham, Football, Football Sponsorship, Manchester United, Media, NFL, Sponsorship

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What Sport Tells Us About Life (when the Saints went marching in)

“The coming together of diametrically differing types of people, all glued to the same pitch or television screen…How can one activity – sport – unite such different strands of humanity?”

- Ed Smith, What Sport Tells Us About Life

All those who have ever dismissed sport as ‘just a game’ would be wise to spend some time absorbing the writings of Ed Smith. In a truly brilliant work on the place of sport within our modern lives, Smith discusses and examines sport in the widest possible context – all in order to learn more about the ‘game’ of life.

But not even he could have imagined how the narrative would play out in New Orleans in 2005/6, when an American football team proved to be the salvation of an entire town from deluge, devastation and ultimate destruction. It was a rare example of when sport not only united disparate strands of humanity, but re-built a completely broken city in the process.

The aptly named New Orleans Saints – the NFL’s Louisiana franchise – hit the UK headlines last week when they brought America’s number one sport to our fair shores, giving up a crucial regular season home game to bring football fever to London. But behind the glitz and glamour of the gridiron show that entertained 82,000 at Wembley, lies an intensely human story.

When Hurricane Katrina violently tore through the soul of Louisiana on 29 August 2005, claiming nearly 2,000 lives and causing $81.2m in damage, one would expect the local football team to be low on the list of priorities. Instead, the New Orleans Saints became the focus of recovery for the city and Katrina’s many thousands of victims.

The giant structure that the Saints had previously called home, the Louisiana Superdome, had been all but destroyed. But because it provided such a central beacon for the community, Louisiana’s then Governor made its restoration a top priority for the city’s relief effort. Doug Thornton, the Superdome’s General Manager, has explained why:

“The dome was a poster child for misery and suffering. We knew if we could turn it around and make it a symbol of rebirth that would provide inspiration and hope for the city and send a message to the rest of the world that New Orleans is back.”

The players themselves became ambassadors for the cause. The Saints’ golden boy, running back Reggie Bush, spearheaded a campaign to rebuild a High School football stadium in City Park, following major damage suffered during the hurricane. The rookie’s significant financial backing to the project came shortly after being drafted by the team and before he had even set foot on a football field as a fully-fledged Saint.

The Times’ Martin Fletcher’s moving experience of his time with the team this summer provides an intense snapshot of the players’ phenomenal efforts to put their city back on the map:

“One player, Joe Horn, was so distressed by the plight of refugees shopping in a Houston Wal-Mart soon after Katrina that he went up to the cashiers, gave them his credit card and said: “Give these people whatever they need.” Another, Ernie Conwell, bought an engagement ring for a man whose distressed wife had lost hers in the storm.

A third, Steve Gleason, bought 2,000 backpacks and filled them with pens and paper for children returning to school. Yet another, Deuce McAllister, takes 100 children shopping each Christmas.

Some players have discreetly slipped cash to hard-up parents so that they can take their children out for a meal.”

Clearly much, much more than a mandatory PR exercise. The numerous gracious, thankful and emotional comments and dedications posted in response to Fletcher’s piece by those who lived through the horror of it all, speak volumes about how vividly he captured the immensity of the Saints’ efforts for their city. As quarterback Drew Brees told him during an interview, fans don’t run up to players and congratulate them on a great game – instead they thank them deeply for being part of the city.

In his book, Ed Smith describes the utter immersion in a sporting spectacle as akin to following a novel’s narrative, ‘sharing a journey, caring deeply about something we cannot change’ – that ultimately, can extend our human sympathy.

The Saints cared so deeply about their extended adopted family of New Orleans that they did all within their power to make sure the narrative of their city was changed. America’s number one sport beat on as the heart of a devastated city, and New Orleans’ very own Saints extended their own human sympathy beyond all expectation.

By Lucie Bartlett on November 3rd, 2008

Tags: American football, NFL, community

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