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Sports Clubs and Sponsorships
The English Premier League Football season is in full swing and millions of fans around the world are rooting for their favorite teams to win the championship. We hear of players being signed for advertising and commercial deals worth millions of dollars, apart from the payments they receive from their respective clubs, teams or groups for each playing season.
Sports clubs and teams are themselves sponsored by large corporations and manufacturing conglomerates deal in many businesses such as electronics, automobiles, beverages, financial services, airlines, sporting goods, clothing, packaging, retail, building construction, real estate and many others.
Here are some of the Football Club’s main sponsors, for categories such as clothing, sports equipment and kits:
• Arsenal – Emirates
• Blackburn Rovers – Crown Paint
• Bolton Wanderers – Reebok
• Chelsea – Samsung
• Fulham – LG Electronics
• Liverpool – Carlsberg
• Manchester City – Thomas Cook
• Manchester United – American International Group
• Newcastle Ltd – Northern Rock
• Stoke City – Britannia
• Tottenham Hotspur – Mansion
• Wigan Athletic – JJB Sports Ltd
Logos – uses and benefits
It is not uncommon to see sports company logos of sports teams around the world on their clothing, shoes, travel kits and other paraphernalia providing win-win situations in terms of business branding and revenue gains.
However, the consumer electronics industry remains the hot favorite among corporate sponsors due to the endless stream of product innovations and the growing demand for the latest gadgets and electronics in a highly conscious consumer industry.
Companies like Sony Corp, Panasonic, Samsung, Philips and LG are making good use of their sponsorship for various benefits. Panasonic uses its Ideas for Life placement to reinforce brand image, engage with retailers and consumers and increase sales. Sony used its seven-year FIFA deal for exclusive rights in high definition TVs, PCs, audio equipment and components and gaming equipment creating a highly visible ‘digital life’ category.
In the United States, Philips Electronics through its streamlined sponsorship programs focuses on football/soccer as a marketing platform. In a five-year agreement, the company can be limited in consumer electrical and electronic appliances and kitchen appliances. Similarly, Sony is using title sponsorship of the NHRA Sports Compact Racing Series to promote brand awareness of its Xplod mobile audio while co-sponsoring the Penske NASCAR Racing Nextel Cup; it promotes its HD TV products. Samsung Electronics, through its Hope for Education program, donates millions of dollars worth of consumer electronic products and software to schools; it also supports non-profit organizations with links to music and sports celebrities to promote worthy causes.
Exhibitions and demos for new products are the current focus of many sponsorships; simultaneously building trade-industry links through employee sales incentive competitions, in-store promotions and client entertainment.
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