Sporting Events and Promoting your Business
On 9th July 2006, the world sat down to watch the world cup final. France had dumped out tournament favourites Brazil and England’s arch nemesis’ Portugal. Meanwhile, Italy’s route to the final meant crushing the dreams of hosts Germany. Berlin played home to the final and Zinedine Zidane sent France on their way to glory when he netted a penalty inside seven minutes. But, then the unthinkable ensued. Italy responded with a goal and France’s captain delivered Italy’s Marco Materazzi a ‘Glasgow kiss.’
Although a viewers undivided attention may be on the field, pitch or track, for businesses, clever positioning of advertising can offer unlimited promotional opportunities – to a worldwide audience. Thanks to the internet, even grass-roots sports at a local level can be viewed throughout the world.
In a bid to understand the potential relationship between international sporting events and business marketing we look at some of the biggest sporting events to have taken place here in the UK in recent times, analysing viewership, and assessing how, for businesses, these events can be like a Pandora’s box in terms of opportunity.
FA Cup Final
In the past it has been suggested that Prince Harry is in fact an Arsenal fan, so missing the final won’t have been that big a deal — but having your wedding on the same days does seem a bit risky all the same. Fortunately for Harry and Meghan, their big day wasn’t out shadowed by the FA Cup final between Chelsea and Manchester United. The royal wedding topped the ratings with a whopping 13.1 million viewers, however, the football, despite being fairly uneventful, did hold its own.
Phil Jones gave a way a penalty as he brought Belgian Eden Hazard down inside the penalty area, before the Chelsea forward buried the spot kick past David De Gea — 8.7 million people had tuned into watch tie. Just like at the Principality, billboards throughout the ground provide unlimited television access, however with the FA Cup, there was a slight difference. Brent Council, prior to the game, granted permission for 250 illuminated banners mounted on lampposts, guaranteeing significant traffic.
Six Nations
The red and white chariot arrived in the Welsh capital full of confidence. Their team had dismantled Ireland in Dublin, and commentators were pointing to the sheer athleticism throughout Eddie Jones’ side. On the other hand, Wales’, despite being unbeaten, hadn’t necessarily hit the ground running.
Wales were behind come half-time, but captain Alun Wyn-Jones dug deep. Dan Biggar came on and delivered a superb cross-field ball, setting up Josh Adams. England’s fate was sealed, and Wales went on to win a third grand-slam under Gatland.
The third round was watched by 8.9 million people at home, alongside the crowd inside the Principality Stadium of 74,000. Have you ever considered the sheer amount of advertising that could be fitted into that ground? The billboards surrounding the 120m x 79m pitch are just the beginning. The posts have covers with space for promotion, as do the various 1,131 doors throughout the ground. Similarly, with everything in our lives now having to be instagrammable, selfie frames featured relentlessly, not only in Cardiff, but throughout the entire championship.
Great North Run
The 2024 Great North Run featured celebs such as Nick Baines, the keyboardist from the Kaiser Chiefs running in memory of his dad who passed away in 2017 from glioblastoma. The 13.1-mile event which sees competitors run over the iconic Tyne bridge towards the coastal town of South Shields attracts an average television viewing of 2.9million.
More than 57,000 inspirational and willing runners that made the journey and they passed by the digital advertising screen run by South Tyneside council. All runners require a printed race number which offers a space for promotional opportunity, as do the bollard signs that pave the way towards the finish line. Sir Mo Farah claimed his fifth successive victory, running over the finish line at 59 minutes and 26 seconds.
North West 200
Running between the towns of Coleraine, Portrush, and Portstewart, the North West 200 is Northern Ireland’s biggest annual outdoor sporting event and it attracts crowds of around 100,000, while BBC Sport online streams the festival around the world.
A road race that sees riders negotiate high speed straights and tight corners littered with lamp-posts and gate posts, dominated in recent years by local men Alistair Seeley and Glenn Irwin, offers a different opportunity for businesses to market their products. The race program, which is available from sellers throughout the week, sells advertising space for companies looking to promote their brands internally to those in attendance at the North-coast.
Around the course exist a number of opportunities for promotion. Ground banners, lamp-post covers, curb protectors and hay-bail padding, all offer international promotion. Likewise, most riders will sell space for advertising on their bikes, boots, gloves, helmets and leathers.
FA Cup Final
In the past it has been suggested that Prince Harry is in fact an Arsenal fan, so missing the final won’t have been that big a deal — but having your wedding on the same days does seem a bit risky all the same. Fortunately for Harry and Meghan, their big day wasn’t out shadowed by the FA Cup final between Chelsea and Manchester United. The royal wedding topped the ratings with a whopping 13.1 million viewers, however, the football, despite being fairly uneventful, did hold its own.
Phil Jones gave a way a penalty as he brought Belgian Eden Hazard down inside the penalty area, before the Chelsea forward buried the spot kick past David De Gea — 8.7 million people had tuned into watch tie. Just like at the Principality, billboards throughout the ground provide unlimited television access, however with the FA Cup, there was a slight difference. Brent Council, prior to the game, granted permission for 250 illuminated banners mounted on lampposts, guaranteeing significant traffic.
Not only can sport bring us all together and create some of the greatest moments ever, it can also be a time when businesses can utilise the significant crowds and viewers to boost their brand through clever marketing.
Sources
https://www.independent.co.uk/sport/rugby/rugby-union/international/six-nations-wales-vs-england-viewing-figures-bbc-more-than-manchester-united-vs-chelsea-fa-cup-a8796301.html
https://www.worldatlas.com/articles/the-most-watched-sporting-events-in-the-world.html
https://www.six-nations-guide.co.uk/2019/wales-v-england.html
https://www.mirror.co.uk/3am/celebrity-news/great-north-run-olly-murs-13217680
https://www.chroniclelive.co.uk/news/north-east-news/statistics-show-great-north-run-14034967
https://www.principalitystadium.wales/information/facts-and-figures/
https://www.southtyneside.gov.uk/article/58875/Digital-advertising
https://www.northwest200.org/wp-content/uploads/2018/09/2019-Sponsorship-Booklet.pdf
https://www.getmemedia.com/ideas/advertising-opportunity-at-the-fa-cup-final-live-at-wembley/cp-media-community-partners.html
