EURO 2020 and the accompanying Red Devils marketing are already behind us. Why do companies actually choose to jump on our national football team’s bandwagon, and what can your business learn from that?
It is almost hard to imagine now, but a mere 10 to 15 years ago, our Red Devils still had to beg for sponsors. Today, the Belgian national football team attracts investors and brands at the snap of a finger. What is the mechanism behind this Red Devils marketing?
Over the past 10 years, Lukaku and co. united the country, filled village squares with ecstatic fans, and reached the quarter-finals (or better) at four consecutive major tournaments. Consequently, we now associate the Red Devils with success. And that includes exuberant moments—full of passion, together with friends and family, or at home from the couch.
The word is out: association. The goal of marketers worldwide is to create the right associations in the consumer’s mind. Associations surrounding their brand, product, or company. It is no coincidence that successful people are often extras or brand ambassadors. Or did you think Nespresso just happened to bump into George Clooney? No way; the associations you make with our friend George are exactly the values Nespresso wants you to link to their coffee brand.
It is no different with our national football pride. A brand like Côte d’Or, for example, entered into a commitment with the Red Devils and the Red Flames two years ago. In the run-up to the European Championship, they launched their We go for Gold campaign. This was a direct link to their own brand name and the Red Devils’ explicit title ambitions. They gave their traditional red packaging a golden update, cast Eden Hazard in chocolate form as a charm offensive, and started an online Share & Win video competition among chocolate enthusiasts. In this way, Côte d’Or tries to emphasize its Belgian identity and build on its global success as a Belgian brand.
Is it relevant for every company to sponsor the Red Devils? In our opinion, no. As a marketer, you need to look for an ambassador who embodies the values of your brand/company. We have said before that nothing in your marketing mix is concept-neutral. Nespresso would never have chosen Boris Johnson (sorry Boris) as an ambassador because he simply cannot pass for the epitome of “premium” and “distinguished.”
And unfortunately, among the Red Devils’ sponsors, we see some brands—without naming names—that only jump on the bandwagon for popularity and exposure. Why, for example, does a Dutch bank sponsor our national pride? A missed opportunity!
Under the motto They are only human, such a success story can, of course, turn relatively quickly. Recently, for example, Nike decided to end its partnership with Brazilian football star Neymar following allegations of sexual abuse against him.
And for which cycling fan does the name Festina not ring a bell? During the 1998 Tour de France, the Spanish watch brand saw its name pop up in the world press for all the wrong reasons following a massive doping scandal. More than 20 years later, the brand is still associated with these negative events.
Do you already link your company to strong brands or success stories? This can be any party that embodies the same values as you: suppliers, customers, or employees.
For instance, in the marketing agency sector, many companies “out” themselves as Google Partners. As a form of quality label, many agencies take pride in displaying their supplier, Google. The better known the ambassador is to the general public, the more impact your “link” with the brand has. But it doesn’t always have to be the Googles or Apples of this world.
Do you have a customer whose story perfectly summarizes what you want to stand for? It is no coincidence that you will find entrepreneurial stories from our customers in every edition of our magazine. After all, entrepreneurship and ambition are important associations for us. But employees who are the epitome of a certain value within your company can also play a role in the storytelling around your brand.
How do you translate this tactic to the field? Our Heart Hunters are happy to help you with that. So be sure to drop by and we will draw the lines together.