One year from now, the world’s biggest football tournament kicks off in Brazil. Okay, so football may not be coming home (and won’t be doing so for the foreseeable future), but in 2014 it’s going to spend the summer at its flamboyant South American penpal’s place.

Ahead of the inevitable slew of campaigns from FIFA sponsors, partners of the competing national teams, World Cup ambushers and those brands simply exploiting the global obsession with all things ball-kicky, we thought it an appropriate time to put the question to the floor: what’s the best football commercial of all time?

There’s almost inevitably a knee-jerk shortlist this question generates, with the words “Nike Airport” passing most people’s lips in our office, but I’m keen that we think deeper to see whether this TVC really does stand head and shoulders above the rest of the field. It might be an official sponsor like Visa (FIFA) or Carlsberg (England), a connected ambush play from Pepsi, or just a brilliant use of football’s innate humour and connection to the national psyche (potentially totally unrelated to a tournament such as the World Cup), like John Smith’s Peter Kay Have It ad.

Of course, defining the best inevitably draws attention to the worst examples: the shoddy nemeses that help highlight everything that’s right about the really good executions. These polar opposites demonstrate that it’s not as easy as putting a ball, a fan or a famous player into a scenario to relevantly connect with an audience – after all, football fans are a cynical lot, aren’t they?

Here’s an initial taster of some of the best and worst ads out there – the would-be champions versus the relegation candidates, if you like.

Three of the Best:

Official Sponsor: Coca-Cola Rivalidades

Tournament Ambush: Nike Take it to the Next Level

Using Football: John Smith’s Have It

Three of the Worst:

Official Sponsor: Mars Work Rest Play Your Part for England

Ambush: Pringles Pringooooals

Using Football: TJ Hughes Wayne Rooney’s Brother

So, what do you think? Send us your Top and Bottom 3 examples of football TVCs, either by dropping their YouTube links in the comments section below, or by tweeting them to @yonnex101, using the hashtags #BestFootyAds or #WorstFootyAds, respectively.

Again, they don’t necessarily need to be World Cup-related: what about the big partnership launches (Vauxhall and England), Champions League executions (like Mastercard or Heineken), or just amazing examples of footballers or the sport itself being used to help turn fans into customers…for better or for worse. And don’t be restricted to UK examples – some of the best examples of creativity have come from emerging markets, for whom the passion for the sport is equally as strong.

We’ll publish the walls of fame and shame here, on July 13 – one year to go before the 2014 FIFA World Cup Final is played.

Who makes your starting XI, and which brand’s behaviour has put them on the transfer list? All will be revealed…

By Jonathan Izzard on June 12th, 2013

Tags: Advertising, Ambush campaign, Ambush Marketing, Brand marketing, Brazil 2014, Broadcast sponsorship, Default, Football, Football Sponsorship, Sponsorship, World Cup, World Cup Sponsorship, YouTube

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He has won 19 major trophies, captained his country, married a Spice Girl, amassed a £165 million fortune and seen his super-sized, naked, tattoo-covered torso plastered across billboards for an underwear campaign – so what’s next for David Beckham after his retirement?  Tim Crow offers his opinion in The Times and Financial Times.

By Oli Richards on May 17th, 2013

Tags: Press Clipping

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The merits of a loyal customer base are well explored in consumer marketing. Some suggest that it is 6 to 7 times more  expensive to attract a new customer than retain an existing one, whilst the impact of a longer term relationship on the bottom line is clear to see. Brands will fight tooth and nail to ensure that they retain their share of your wallet.

In the sporting world, rights holders are often guilty of assuming loyalty amongst their consumers – the fans. Sports fans are, on the whole, unique; few would defect to a ‘competitor’ if they felt that they were more successful, that ticket prices were lower or that the overall in stadium experience was of a higher quality. And with decreasing reliance on match-day revenues to generate cash due to the size of broadcast and sponsorship deals, there seems to be little incentive for the rights holder to nurture this relationship.

A ticket – or, more specifically, a season ticket – is an expensive and considered purchase which carries with it a significant opportunity cost. The price elasticity may be less sensitive than with other consumer goods, largely due to the tribal and passionate nature of the average sports fan, but it is still very much a key  factor in decision making. No rights holder wants an empty stadium – it not only contributes to a decrease in overall revenue but begins to devalue their brand.

Step forward the Seattle Sounders of Major League Soccer. The Sounders put the fans at the heart of everything that they do, and what they have created is one of the most sophisticated and well thought out fan engagement programmes that I have seen in any sport.

Now in its second season, the MatchPass programme is helping to create a closer relationship between the club and its 32,000 season ticket holders. Its primary function as a ticketless swipe card for entry into home games is nothing new.  What makes it stand out is the rewards programme that it feeds. The card is swiped at each food, beverage and merchandise transaction to earn points and unlock exclusive rewards such as stadium tours, signed merchandise or a chance meet a player on the field after the match. In addition, members also receive exclusive discounts on the items they buy when using the pass. The card can be preloaded with credit for a completely cashless experience and can be used throughout their CenturyLink Field stadium.

MatchPass is also helping the club to shape positive behaviours, with fans encouraged to arrive 30 minutes or more before kick off for an early-bird points bonus.

The Sounders are not just improving their relationship with their supporters but also making themselves a more attractive proposition for sponsors. Data collected provides valuable customer insights into purchasing habits and match-day behaviour, whilst reward programmes can help to encourage product trial and generate loyalty – extending the relationship outside of the match-day environment.

Rights holders around the world should take note. You can’t assume loyalty. You need to earn it.

By Tom Whiteside on April 24th, 2013

Tags: Advertising, Barclays Premier League, community, Default, Football, Football Sponsorship, Sponsorship consultancy

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In the debate about how to best enjoy watching sport, most would agree that those at the stadium have it best. The proximity of the live action amplified by the collective reactions of the crowd combine to generate a priceless “I was there” experience that most people dream about experiencing even a few times in their lifetime, let alone week in, week out.

Celebrating with strangers in the away end at a football match, waving Union Jacks at the Olympic Stadium, seeing the sweat drip off a boxer as he slaves towards the end of another punishing round, or relaxing with a drink while watching the cricket at Lord’s on a summer’s evening – all unique experiences to which sitting in front of the television can hardly compare.

That said, there has been some significant press attention of late focusing on the escalating price of watching live football. Rising ticket prices, along with the additional associated costs of the matchday experience (travel, food, etc.), all add up to create an expensive day out. And it’s not just the prices that can make sitting in front of the TV seem a bit more appealing; a better view of the action, replays, punditry (even if of often dubious quality) and the ability to go online and join a community of others watching the same event all contribute too. While recent focus has emphasised the plight of match-going football fans, many of these issues are common to all those who watch live sport.

Up until now, any complaints expressed by those lucky enough to regularly attend live top-level sport would have been dismissed as spoilt whinging from people who don’t know how lucky they are; however, the extent of ticket price rises, especially in football, and the simultaneous observation about the importance of fans to the health of live sport have started to make people sit up and take notice. Sport not only unites and inspires, but also represents big business. If fans stay away, clubs and stadia lose out on income, the atmosphere flattens (with potential impact on both the players and the excitement conveyed in the broadcast), and fans miss out on a potentially fantastic experience; in other words, everyone suffers.

And while the message is still filtering through to clubs and venue owners (though as a previous blog reported, innovative pricing schemes are becoming increasingly common), smart brands have already been stepping in redress the balance. With live events a central asset in many sponsorship platforms, focusing on those who attend is a vital pillar of a strong activation plan.

For example, to reward fans of Capital One Cup finalists Swansea and Bradford – travelling hundreds of miles to Wembley with fuel prices notoriously high – Synergy created the Capital One Convoy, thanking fans for their loyalty by providing them with free transport, another cost contributing to the high price of following a football team.

And recognising that the actual viewing experience at live sport events can often be compromised, with key incidents happening in a flash and without the benefit of televised action replays, Barclays, title sponsor of the Barclays Center in New York – home of the Brooklyn Nets – created an app that gives users a live stream and instant replays: the best of the live and televised experiences rolled into one.

Of course, one thing compromising the live sport experience (well, depending on your point of view) is the lack of internet in many stadiums, something else we’ve passionately questioned on this very blog. This is something that obviously distinguishes the live and televised experiences quite considerably, with TV audiences able to follow punditry on Twitter, interact socially with their mates, and engage with a whole host of branded content as they watch sport. Were WiFi to become widely available in stadiums, the opportunities for brands to step in with apps that improve the live viewing experience for fans would be manifold.

Indeed, some forward-thinking brands have already started to step in to fill this gap. At the Betfair World Matchplay Darts and the Betfair Masters for example, Synergy worked with title sponsor Betfair to install wireless internet in Blackpool’s Winter Gardens and Alexandra Palace respectively – allowing event attendees to bet online and interact socially in just the same way television viewers. A bonus for the brand – after all, they want as many people as possible to be betting on the action – and fans alike. And given the existing online inventory of many sponsor brands, be it content, websites or apps, it is surely in the brand’s interest to allow fans at the venue to make use of them (as well as boasting about their attendance!).

No doubt, the smartest brands will be those that enhance the sporting experience for those watching any touchpoint – be it at the ground, on the sofa or in the pub. With the size of the televised audience for major sporting events, only a very naïve sponsor would forget about the legions of fans in front of the TV. Hence the success of the RBS 6 Nations Live Challenge app, for example, which capitalises on the second screen phenomenon.

The atmosphere is ripe for rewarding those who attend live sport, and the message is clear: wherever they may be, don’t forget the fans.

By Jessica Enoch on April 4th, 2013

Tags: Default, Social Media, Sponsorship, Sponsorship Activation

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How much should you pay for a ticket to a football match or gig? In the past, the answer would have been simple: whatever the seller sees fit to charge you. However, the act of a company, brand or team selling access to their assets has developed substantially in recent years. Slapping a one size fits all price on an asset (and hoping for the best) is no longer an appropriate concept in this social era of consumer choice, and various companies, sports teams and bands are recognising this.

But the point isn’t just that ticketing is changing to absorb changes in consumer behaviour – it is fundamentally being driven by business priorities. In recent times, there has been a steady increase in pioneering pricing strategies, honesty payments and social media-influenced purchases, as parties in the sports and entertainment industries look for ways of maximising revenue through innovation. In industries such as live sport or music, with large fixed costs driving a high minimum cost per match or event, these innovative pricing strategies can represent a win-win for consumers and companies alike.

The Digonex pricing strategy is one approach that is spreading through American sport, and is beginning to be adopted by British sports teams. Described catchily as a ‘fan driven pricing system for event ticketing that scientifically changes prices based upon econometric and behavioural principles’, the system allows for ticket prices to be changed daily depending on market conditions. Similar to booking a flight or ticket to the theatre, the system allows for the flexibility to alter prices for every game dependent on demand.

Following a drop in attendances, brought on by collective belt tightening across their fanbase, Derby County were the first British sports team to test this pricing strategy. Having received special dispensation from the FA (usually clubs can only alter prices for four games per season), it is already proving a success, with attendances noticeably on the up. Tickets for all games are made available at the beginning of the season, meaning sensible Rams fans can book their tickets for big matches in advance to save them purchasing a more expensive ticket closer to the game. In order to appease season ticket holders, Derby have also ensured that ticket prices never drop to a price that would represent better value than a season ticket.

Cardiff have followed in Derby’s footsteps by adopting Digonex and Bristol City are soon to follow. Two Premiership rugby clubs are reported to be close to adoption of the system and the spread is expected to continue to major European sports teams. And why wouldn’t it? When fans can get cheaper tickets, and clubs can benefit from larger attendances and higher revenue on seats that would otherwise have been completely empty, everybody wins.

More recent examples are ‘pay what you want’ schemes for specific matches, dreamt up as a response to tricky economic circumstances and dropping attendances. Mansfield Town saw a doubling of their attendance when adopting the scheme for a game in 2010 and Brentford FC are running a similar promotion for a match against Stevenage in February.  Supporters are able to pay whatever they want to for a ticket for the match (over £1) and 50% of any excess over £5 will be passed on to the ‘Sport Relief’ charity. In all these cases, the point is that the tickets would otherwise remain unsold – with no revenue to the club and no bums on seats. With minimal costs to the club involved in hosting an extra fan, this will boost club revenue and help fans out during tricky economic times – while also possibly introducing new fans to the club and generating goodwill through the donation to charity.

These innovative pricing schemes aren’t all just about direct impact on revenue though. Over recent years, there has also been an increase in one-off sales schemes by sports teams and bands as a way of reaching new audiences and/or showing themselves in a positive light. Most famously, Radiohead made a bold move by relying on ‘honesty payments’ for their ‘In Rainbows’ albums in 2007. Denounced and praised in equal measure, opinions differ on whether that move was a financial success. It is clear that money was not the primary driving force behind the idea, and similar moves have become increasingly prevalent around sports.

The evolution of social media is also having an effect on ticketing, with AEG, Malaysia Airlines and KLM examples of brands leading the way with inventive schemes. As an attempt to take on Ticketmaster, AEG have introduced their innovative ‘AXS’ ticketing service. As well as making life difficult for touts by seeking out automated servers purchasing large numbers of tickets, they have introduced a system that allows purchasers to reserve adjacent tickets for friends through Facebook for concerts, shows and other events. Alerted by Facebook, these friends have 48 hours to purchase these tickets knowing that they will be sat next to their mates. Again, it looks like everybody wins. Fans will have a better time sitting next to their mates (and not having to shell out on their friends’ tickets with the inevitable sluggish paying back process) and companies have a happier crowd. This may not directly impact on revenue, but it is likely to have an indirect effect on consumer morale.

Malaysia Airlines and KLM have gone one step further by attempting to socialise the art of booking and taking a flight. When booking a flight, users are reminded of friends who live close to their destination and informed of any friends who may be making a similar journey. Users also have the opportunity to share their itinerary, and through the seat selection process, are able to select seats next to Facebook friends.  This clearly comes with a few privacy/stalking implications but the concept feels like a landmark step forward.

Why are these ideas on the increase? In each of these cases, the innovation behind the schemes opens doors to opportunities that benefit each of the stakeholders in the exchange. With Digonex, previously unsold tickets are more likely to be taken up, satisfying fans and helping the club put bums on seats. In a similar manner, the schemes by Malaysia Airlines and KLM give the airlines unique selling points, and the flying experience is enhanced for those making the journey. With the subject of rising ticket prices forcing itself towards the top of the sporting and entertainment agendas, this sort of innovative use of assets can help to maintain and develop healthy relationships between purchaser and seller.

By Rob Guppy on January 31st, 2013

Tags: Advertising, Aviation, Barclays Premier League, Blogging, Charity, Default, Event management service, Facebook, Football, PR, Public relations, Social Media, Sport, Travel

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Having been slightly underwhelmed by certain pop-up venues away from the official Olympic events, a visit to the Mizuno Performance Centre was met with a certain level of trepidation. On approach, the grubby windows of the building did little to attract passing footfall, and it was only through strained eyes that the extensive Mizuno window displays could be made out. This seemed a shame and a missed opportunity, yet we were greeted inside by friendly staff decked out in striking purple uniforms. They directed us up the Mizuno-adorned stairs to an exhibition room that was filled with staff but noticeably short on visitors.

The concept behind the ‘Mizuno experience’ was first hand consumer involvement with the brand. This was achieved through three sporting tests, each performed wearing a different set of Mizuno footwear from their new ‘Seiei Collection’. The football and handball challenges involved measurements of accuracy and speed; we were issued with a pair of boots for football and, perhaps slightly unnecessarily, a pair of trainers for the handball. Nevertheless, all the footwear received unanimous nods of approval for lightweight feel and comfort. The technology raised the challenges above other similar, simpler experiential events and it was the athletics experience that represented the most impressive area of the centre. We were each handed a pair of Mizuno spikes and invited to record our quickest times over 20 metres on the custom-made indoor track. Accurate times were recorded and replays of the sprints were shown on surrounding widescreen TVs.

Away from the challenges, an exhibition showcased Mizuno’s Japanese heritage, whilst the VIP rooms provided the brand’s athletes and corporate guests with a place to unwind, away from the Olympic hustle and bustle. Part of this included a Mizuno wall, where athletes had scrawled notes of thanks to the brand for their continued support. It seemed a nice touch and lent the lounges a more personal feel.

Due to Olympic regulations, Mizuno were unable to leverage any of their ambassador assets around the Centre, and instead cleverly relied on sketched sporting artwork on the walls. This presented a slight issue when it came to any of the Synergists naming a Mizuno athlete, which in turn reflected a bigger issue for Mizuno: as impressive as the centre was, do ventures like this provide real value for smaller sports brands when breaking into Western markets so dominated by the larger companies?

The Performance Centre represented a display of how a brand can showcase itself in a simple yet effective manner. The challenges allowed a level of immersion into the brand in a way that did not feel overly gimmicky, and the crisp and clean technological delivery was thoroughly impressive. It was a fine showing from Mizuno through a series of athletic experiences, which, when handled differently, can so often lead to indifference and disappointment.

By Rob Guppy on August 15th, 2012

Tags: Athletics, Brand marketing, Experiential marketing, Football, London 2012, Olympic sponsorship, Olympic sponsorship consultants, Olympics, Running, Sport, Synergy

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What Happened

Nike has done it again bringing out an awesome new ad ahead of the eagerly anticipated 2012 European Championships. ‘My Time Is Now’ combines some of today’s most well known football players like, Franck Ribéry, Wesley Sneijder, Neymar, Andres Iniesta, Mario Gotze, Gerard Pique, Mesut Ozil and Cristiano Ronaldo and puts them alongside a variety of up-and-coming players that Nike have deemed the ‘next wave’ of football legends.

Why We Love It

Despite appearing to be just a regular advert, as usual Nike brings in another dimension, this time including ‘hidden content’ within the video. Nike gives viewers the chance to engage and interact in a variety of ways by entering different ‘tunnels’, whether it’s viewing the biogs of some of the lesser known players or the chance to explore some unique content – such as this recently released viral video featuring Mario Balotelli.

Nike utilises its individual sponsorships, bringing big names such as Ronaldo and Iniesta to the forefront of the campaign. However, in keeping with the ‘hidden content’ theme of this ad, Nike not only uses its  ambassadors’ faces to capture the world’s attention, the brand also offer viewers a further insight into its major stars, by revealing relevant and exciting content about each one.

Nike cleverly combines the excitement of both engaging and unexpected content making you want to watch the advert over and over again to be sure you don’t miss anything.

‘My Time Is Now’ was released on May 18th, and as of the end of the month had 14 million views…clearly I’m not the only one who loves this ad!!

By Georgina Taylor on May 31st, 2012

Tags: Branded content, Celebrity, Content, Football, Social Media, Synergy Loves

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What Happened

Coca-Cola Argentina decided to do something a little different by turning its world famous red truck into an exciting and creative experience for football supporters. The brand created a ’Cheering Truck’ by fitting a recording booth inside the vehicle, in order to gather the cheers of Argentinian football fans across the country.

The truck has thus far driven through 19 provinces that span the depths of Argentina asking football fans to record themselves singing along to popular chants. As the cheers were captured, a digital sign outside the truck displayed the total number collected, with the goal of amassing 1 million cheers. After joining all of these voices together, the truck made a surprise appearance at an Argentina match where the 50,000 live spectators and the ‘Cheering Truck’ combined for a massive song of encouragement!

Why We Loved It

Coca-Cola’s Happiness campaigns are constantly popping up in random locations and consist of simple ideas executed in an incredibly engaging and ‘sharable’ way. The visuals are great and branding is so simple it makes for a memorable experience for all consumers that take part. Additionally, this is not the first piece of activity Coke Argentina has executed – their Papertweetos activation showcased in April by Synergy’s very own Adam Shapland.

By spending time driving through the tracks of Argentina and meeting people who would never be able to go to a national team game, this campaign provides a heart-warming start to Coca-Cola’s World Cup Brazil 2014 activity.

The mass cheer of over a million extra supporters from every corner of the country in the stadium created a colossal sense of community and national pride. This simple idea effectively ties in with Coca-Cola’s existing happiness campaigns and it is clear that this only scratching the surface of their football activity for Brazil 2014. Who knows what kind of truck might come next?

By Synergy on May 31st, 2012

Tags: community, Football, Football Sponsorship, Synergy Loves

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For the eagle-eyed amongst you, Tottenheim Hotspur isn’t a typo: this is the story of how Synergy helped Betfair hit the headlines in the build up to the 2012 UEFA Champions League Final…

Tottenham Hotspur ended their Premier League campaign with a 2-0 victory against Fulham to seal fourth place. This would usually result in a UEFA Champions League place, but Spurs fans faced an agonising week-long wait to see if they’d be rubbing shoulders with the cream of European football. If Chelsea made history by beating German giants Bayern Munich to lift the Champions League for the first time, then Spurs fans would instead be tuning into Channel 5 on a Thursday evening for the UEFA Europa League. The equation was simple: Spurs needed Bayern Munich to win at all costs, and so half of North London became German for the week.

Whilst Spurs fans nervously scrubbed up on their Deutsch, restocked their fridges with Holsten Pils and prepared the schnitzel in support of their Bavarian brethren, Betfair gave them a helping hand by producing a unique limited edition range of Tottenham Hotspur coloured lederhosen, for those fans wishing to go the extra mile.

Following a number of calls to bemused suppliers, some suitable lilywhite and blue lederhosen was eventually sourced, and Synergy’s PR team headed to White Hart Lane to bring the idea to life.

The images were released to national and London media and received a brilliant response. The Evening Standard embraced them with the headline of “Hose the Daddy”, while the Daily Star went for “One Size Fritz All.”

There was also plenty of online pickup, including metro.co.uk and a number of football websites and blogs.

The campaign went down a treat across social media channels, with the @Betfairsports Twitter feed running a competition for fans to win a pair of lederhosen by completing the lyric of the Bayern Munich song.

The activity was a great example of what is possible when PR tactics pre-empt the news agenda, with the Synergy PR team delivering a very successful, cost-effective campaign for Betfair within the space of a few days. Although sadly for fans of traditional German dress, the Chelsea win on penalties means that the lederhosen are unlikely to make an appearance in the stands at White Hart Lane next season.

By David Gerty on May 31st, 2012

Tags: Brand marketing, Football Sponsorship, Media, Public relations, UEFA Champions League

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What Happened

With 19 league defeats so far this season, Ipswich Town aren’t going to win many accolades for their performances on the pitch. However, faced with the launch of their new kit, the Championship side demonstrated creative ability which should make any club sit up and take notice.

To publicise the kit launch, the Tractor Boys headed to Easton Farm to record a tongue-in-cheek viral that hugely entertained football fans across the country. In the film, goalkeeper Arran Lee-Barrett (who needs a bit of practice if their ‘goals against’ column is anything to go by) can be spotted diving around the farmyard and striker Jay Emmanuel-Thomas is filmed dribbling around milk containers. The club’s legendary attacker John Wark also makes a cameo appearance dressed as a farmer.

There’s obviously something in the East Anglian water, as their local rivals Norwich City took a similar approach in 2011, when they brought a bit of Italy to Norfolk with the launch of their Errea kit, through a viral that included Paul Lambert scanning the Gazetta dello Sport.

Why we love it

The football romantics amongst us will remember when kit launches were a rare event that would lead to genuine excitement. They’re now held on an annual basis, with most Premier League clubs producing three kits a year (has a third kit ever been worn?).

Despite plenty of opportunities to experiment, the majority of clubs still rely on a tried and tested way of getting mum and dad to part with their hard-earned cash. Chelsea recently displayed the usual activity undertaken by the majority of clubs, who rely on a photo with a handful of stars (normally including one who has been linked with a move away from the club) posing with the kit behind the club crest. Such launches usually incorporate a video, which in this case contains some particularly profound soundbites from Gary Cahill – “you’re used to seeing Chelsea in a blue strip innit” – and Juan Mata – “every team has a different kit.”

Ipswich Town haven’t taken themselves too seriously and have been willing for fans to have a bit of chuckle at their expense. The viral has been rewarded with over 124,000 views on YouTube to date with football fans quick to register their praise:

“Brilliant! Funny and engaging. Absolutely genius advertising and it doesn’t break the bank, very sensible of Ipswich. Well done!”

“I’m a Brighton fan, but I have to say this is quality!”

“Great idea and good to see a bit of humour instilled in football.”

The viral also received coverage across football forums and media outlets, with Ipswich Town’s retail manager Lee Hyde stating that it was another way to help the club interact with fans:

“It’s fantastic to interact with the fans through social media and social networking nowadays. The viral kinds of feeds from that.”

I won’t be heading to the Ipswich club shop anytime soon, but I definitely take my hat off to them and hope that one day my team Tottenham realise that marketing club merchandise doesn’t have to be quite so straight-laced.

By David Gerty on May 1st, 2012

Tags: Barclays Premier League, Football, Sales promotion, Sport, YouTube

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