Sporting a World Class Brand
Only a few patches of grass and seats called stands yet Wimbledon is a World Class Brand.
It often rains, people are locked out or knocked out yet Wimbledon is a World Class Brand.
The brand is not over used, over played or over hyped. Understated class will out.
In the days of Fred Perry there may not have been much financial reward for the players but his clothing brand has earned a fortune since. All because Wimbledon is a World Class Brand.
Paddy Power – Power to the Brand
Brand awareness seems to be translating into business growth for Paddy Power.
With 75% of it’s revenues coming from online betting on an A-Z range of sport it is the off the wall marketing that has got the name so well known in the UK.
In addition to the scene stealing bill board above there is always a twist to their campaigns. Paddy Power paid out on all bets for Ireland to qualify for the 2010 world cup even-though they failed.
Watch out for an increasing profile from the chief executive Patrick Kennedy
Sponsors Logos
UPS on sportsman FedEx for the event
Golfer Lee Westwood can still ‘sport’ his UPS logoed shirt at the ‘St Judes Classic’ in Memphis, home of FedEx, after a sponsorship fiasco was settled.
You are what you wear but not in this sport
People Help You Score
What is a team without people?
In Football a good board of directors raise finances and look after business. The team on the pitch plus ‘the squad’ and backroom staff all contribute to a seasons results. Assessing performance, setting targets and calling the shots the great mangers shape the sports results.
Spectators and fans buy merchandise and tickets whilst cheering on the team.
Your business needs people who fill the key roles of strategic importance, leadership and operational ‘doers’.
Motor Sport
The new sports ‘super car’ named the McLaren MP4-12C ‘represent everything that the McLaren stands for: ‘MP4’ represents the racing bloodline, ‘12’ represents the intense focus on complete performance, ‘C’ represents the revolutionary Carbon MonoCell’ .
How would you name a £175,000 sports car – not Herbie ll, certainly not Ferrari or Lamborghini. After 12 years since McLarens last sports car I would opt for Renaissance.
Photo exfordy creative commons
Do not try telling berie Eccleston there is no money in F! grand prix.
Manchester United
Sporting Brand heroes to millions ‘MUFC’ continue to take their brand around the world. After summer football matches and coaching sessions in South Africa the ‘Team United’ move on to Nigeria this week for a game against Portsmouth FC (surely the name on every Nigerians lips).
When it comes to promoting to the masses MUFC have got a head start with great web sites for China, Japan and Korea. Many years ago I was involved with creating supporters databases of millions of potential merchandise customers in countries that were the home nations of various players. I wonder how big MUFC database of merchandise customers will be after this summers overseas trips.
Address website issues to compliment your commercial aspirations. When planning customer databases it pays to think globally.
Sport Sponsorship
‘George Foreman former world champion boxer will punch your lights out if you don’t buy his grill’
Sport sponsorship take many forms as George Foreman knows having advertised McDonald’s, Doritos and Nike. The media giant WPP expects to boost income during and as a result of the Olympics as businesses take advantage of the one good feel factor around at the moment. At least he wasn’t sent home from Beijing for not making the weight.
British success may be built on Victoria Pendelton who is a blank cycling marketing canvas. Victoria could be worth a fortune if she is successful at the Beijing Olympics.