The Dutch beer brand Heineken has been one of the most recognizable sponsor faces of the UEFA Champions League for decades. Our compatriot AB InBev wants to change that with a bid of 200 million euros per year. A great move in our opinion, and one from which you, as an SME, can also draw some interesting lessons. Be sure to read on!
The Champioooons! Millions of eyes are fixed on the two teams soaking in the Champions League anthem before every match. At the same time, proud sponsors display their names and logos in the background and during TV commercials. Leading the way is the Dutch brand Heineken, which has been doing so for about thirty years. But that is now changing thanks to AB InBev.
This is no coincidence, of course, as beer and Champions League football are two products that will never let each other go. The vast majority of fans are still men, and they drink significantly more alcoholic beverages than women (according to research center Sciensano, the average in our country is 213 ml/day compared to 65 ml/day). By pursuing this premium sponsorship deal, they immediately have their own most important target group in their sights.
Furthermore, the global fame of the Champions League runs parallel to the growing international success of AB InBev. In the United States, for example, they once again secured the number one spot in sales figures this year with Michelob Ultra and its zero variant. The brand awareness of other local AB InBev brands across the globe could also get an extra boost thanks to a Champions League deal.
1.2 billion over a period of six years. That is the amount AB InBev would pay to become the new face of Champions League sponsorship. A huge sum, but an investment that will pay for itself many times over. Not only in terms of viewership—the Champions League final attracts around 400 million viewers annually—but also in terms of direct sales of their drinks in football stadiums during matches and indirect sales thanks to the boost in international brand awareness. AB InBev’s press announcement alone caused the company’s share price to rise by several euros in the following days.
The Champions League will—in all likelihood—not be the only sporting event to which AB InBev or one of its brands attaches its name. The brewer has also secured a central spot in the NFL, the ATP tennis tour, and the Olympic Games.
Events that may currently be out of reach for you as an SME. Nevertheless, a sponsorship deal in the world of sports is certainly worth considering to generate extra income. We’ll give you four “assists”; it’s up to you to try and head them into the goal.
1. Make your brand stand out regularly (and locally)
Ever heard of the mere-exposure effect? This psychological phenomenon states that people tend to develop a preference for something or someone they see or hear on a regular basis. In a relaxed or leisure setting, that chance likely becomes even greater. In other words, a sporting event is the ideal place for this. Start small and start local—for example, at a local football or tennis tournament—to position your brand regularly within the world of your (potential) customers.
2. Choose a sport that fits your brand
Red Bull and extreme sports go hand in hand; everyone knows that. Perhaps your brand story also finds common ground with a specific sport? If you position yourself as an innovative player, you could consider supporting emerging sports such as pickleball or disc golf. If you are more at home in the luxury segment, then equestrian sports or golf might be more in line with your plans.
3. Involve your sponsorship partner in your marketing
Sponsorship deals can pay off in both directions. Involve the club or event you sponsor in your own marketing efforts. Set up a photo or video shoot where (youth) players promote your product or service in turn, or let them play a role in your social media strategy.
4. Give it time
Sports sponsorship can certainly deliver positive results in the short term, but you make the biggest impact in the long term. Your brand needs to ripen in the minds and hearts of people. So, realize that you are working with a multi-year plan.
Involving sport in the marketing strategy is certainly not a rarity. We are seeing a lot of movement in that area among our clients as well. At Expliciet, we can certainly give you the necessary advice to make your company or organization stand out in a sporting context. Curious about how we would approach that? Feel free to drop by and we can share our stories. Game on?