Financial Services and Sports Promotion Case Study: Playing the Field
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Introduction
The 2010 football World Cup placed a spotlight on the potential for event driven promotions and a tighter relationship between Financial Services providers and the sporting community. Future major sporting events such as the 2012 Olympics provide substantial opportunities for appealing to the connectivity trend amongst consumers.
Financial Services and Sports Promotion Case Study: Playing the Field
Scope
- Highlights the presence of FS companies at the 2010 World Cup and other major sporting events
- Analyses the advantages that this strategy can bring in terms of boosting reputation as well as the highlighting some of the dangers of this strategy.
Highlights
Major sporting events provide a catalyst for brand strengthening and sales empowerment via opportunities for themed promotions. The world cup saw the release of a number of innovative strategies, some tying in the performance of various financial products with the results of national football teams whilst others launched themed marketing campaigns.
Bank of America claim their sponsorship of sporting events is driven by an appreciation of the power of sport: “This rich heritage is grounded in our belief that sports can bring individuals, communities and nations closer together”. FS providers can look to enjoy benefits associated with recognition of a relationship between sport and their brand.
Reasons to Purchase
- Gain insight into the methods used by important industry players to give them a competitive edge
- Identify the implications of changing consumer behaviours and priorities
- Capitalize on the knowledge of experienced companies when entering a new niche or market
