At a sports marketing conference I recently attended in London the logos of the 55 sponsors of the Olympics in London were put up on a screen. Now that’s what you call clutter!
Even in the next slide when the 55 were broken down into the 5 sponsorship categories (TOP, UK Tiers 1-3 and Paralympics), the clutter was still apparent.
How to break through the clutter
The games are billed as an opportunity to inspire change, such as change in the physical structure of East London, change in levels of sport participation, change in attitudes to disability etc.
Whilst most of the sponsors will be battling it out to win the trust, preference and dwindling pounds of the host nation’s public via hours of annoying Olympic themed advertising and promotions (not however on the BBC which presents another challenge), it is the sponsors that have taken the opportunity to be associated with a specific change initiative which resonates with the public who will have the opportunity to establish a clear and distinct position before, during and, most importantly, after the games (Sainsbury’s and disability through their sponsorship of the Paralympics is an example).
After the Olympics have finished and people have returned to their real passion of watching their favourite Football team, the support of the issue (i.e. disability as opposed to the games) will still be relevant with the public and the sponsor will have the opportunity to continue to support the issue, leveraging off their initial investment.
The implication for sponsors and therefore for sponsorship seekers
If you want to gain cut through and value as a sponsor, consider taking ownership of the ongoing issues that resonate with the people you want to engage with rather than jump on a temporary promotional bandwagon where, as soon as it is over, the public will have moved their attention on to another event and away from your brand.