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Sporting events bring out a fervor and enthusiasm like no other – brands can use this to their advantage! By tapping into the powerful emotions that anchor sports fanatics, marketers have access to an incredibly targeted audience. And it works: 67% of those fans reported having more positive feelings towards companies who sponsor sporting events. So why not capitalise on this opportunity? Get people cheering for your brand and plan your marketing campaigns around the top sport events in 2023.

So, what does it take for a successful sporting campaign? Let’s explore some ideas!

Successful Sport Event Campaigns to Inspire You

Sporting campaigns have the unique ability to capture and captivate an audience on a global scale. When done well, these initiatives evoke powerful emotions; from exhilaration in moments of victory, to respect for those who strive against adversity. What makes a great campaign is its central purpose – one that resonates with viewers everywhere no matter their background or beliefs – recognising sportsmanship as something truly universal.

Here’s a few campaign picks to inspire you:

Visa & Crypto.com – 2022 Qatar Football World Cup

Visa’s collaboration with Crypto.com was a stellar example of the potential in sport sponsorships. They gave fans attending the games access to Non Fungible Tokens (NFTs) like never before – enabling them to create artwork using footballers’ movements which was auctioned off towards UK charity Street Child United’s cause. This innovative campaign elevates sport sponsorships by introducing interactivity in addition to its altruistic objective; transforming a captivating experience into one that truly makes an impactful difference!

Canon – Rugby World Cup 2015

Canon’s Rugby World Cup 2015 campaign was a successful marketing initiative that used immersive experiences and cutting-edge technology to engage its audience. The campaign featured commemorative photo booths at two major venues, allowing fans to take part in simulated rugby scenarios and capture the moment with free souvenir photos printed out on Canon printers. Additionally, Canon partnered with the Rugby World Cup organization to build a branded digital image gallery offering 360 views of all matches, as well as providing all the cameras, visual technology and printers behind the scenes. This comprehensive approach enabled Canon to create an unforgettable experience for their customers while also effectively spreading awareness for their brand.

Hisense – UEFA Women’s EURO 2022

Hisense’s campaign for UEFA Women’s EURO 2022 was a resounding success, showcasing the brand’s innovative products and technology to consumers worldwide. From offering quizzes, daily highlights and competitions on social media to offering cashback donations through the #RememberTheName campaign to help support women’s football at grassroots level, Hisense managed to capture the attention of millions of fans all over the world. This comprehensive approach enabled Hisense to create an unforgettable experience for their customers while also effectively spreading awareness for their brand – leading to increased demand for different products in European markets and ultimately resulting in impressive business growth.

Nike – 1998 Brazil Football World Cup

Nike’s 1998 Brazil Football World Cup campaign is a timeless classic that serves as an example of how powerful sport sponsorships can be. The iconic “Airport” commercial featuring the Brazilian football team, made it one of the most memorable campaigns in history. The campaign was widely successful, It’s been pegged as the best commercial ever, with UK supermarket ALDI recreating the iconic set up for their 2022 Christmas advert.

Although the examples above outline campaigns from official event sponsors, what if an official sponsorship isn’t attainable? Can you can still develop a successful campaign without it? Absolutely!

Oreo – 2013 Superbowl

If we are to properly discuss how non-sponsors can leverage events for their marketing efforts, this masterpiece is an absolute must! After a brief power outage mid-game, Oreo tweeted “Power Out? No Problem” with an image of their iconic cookie and the text “You can still dunk in the dark” – it quickly gained traction on both traditional and social media channels, becoming one of the most successful campaigns to date. This example proves that you don’t need an official sponsorship to be involved in major events – with the right idea and a bit of creativity, it’s possible to make a splash without breaking the bank.

Beats by Dre – London 2012 Olympics

The Beats by Dre campaign during the 2012 Olympics was a noteworthy example of how brands can make an impact through major events without needing to be an official sponsor. The brand chose to provide headphones with Union Flag colours to high profile British athletes, such as tennis player Laura Robson and footballer Jack Butland. Butland took to Twitter to thank the brand for sending him the headhones, showcasing the product to his followers. This gave Beats by Dre huge exposure during a major international event – boosting their visibility and helping them reach new customers.

Ambush Marketing

Ambush marketing is used to gain exposure and create brand awareness by capitalising on an event or activity without having to pay the high prices associated with official sponsorships. It is a risky strategy but can be highly effective when done well. The key difference between traditional sponsorship deals and ambush marketing is that with the latter, there’s no official connection between the brand and the event.

Challenges to consider with Ambush Marketing

While may seem like a clever way for companies to benefit from an event without the hefty sponsorship fee, ambush marketing can come with serious consequences if brands cross the line. Event organisers and governing bodies are known to have strict rules about how brands are associated with their events – violations could lead to fines or the loss of rights for future participation. Furthermore, marketers must be mindful not to alienate their target audience when creating campaigns related to certain activities; if not handled properly, ambush marketing can backfire on the brand and result in negative press.

Successful Ambush Marketing

With careful consideration and thoughtful execution, brands can tread the line and use this strategy to great effect and gain exposure. Here are some key tips to consider when embarking on an ambush marketing campaign:

  1. Brands should make sure they research the event thoroughly and think carefully about how they will link their campaign to it syntactically.
  2. Be mindful of any regulations or restrictions set by event organisers or governing bodies and abide by them at all costs.
  3. Get permission before using logos, trademarks, or copyrighted material associated with an event you are targeting.
  4. Have a contingency plan ready in case the campaign does not go as expected.
  5. Be creative and think outside the box when creating campaigns that will stand out from the competition.

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Sporting Events in 2023 to Keep on Your Radar

Sporting events in 2023 offer a wealth of opportunities for brands to reach their target audience and create memorable campaigns. Here are some major events that marketers should pay attention to:

Six Nations

4th February – 18th March 2023

Taking place in February and March of 2023, the Six Nations rugby tournament is a world-renowned championship that puts six European nations to the test. England, Wales, Scotland, Ireland Italy and France will compete for glory – each hoping they have what it takes to take the grand slam. Guinness is the main sponsor of this event while brands such as Sage and TikTok are also official partners.

Super Bowl LVII

12th February 2023

Super Bowl LVII is set to be an unforgettable event this 12th February 2023, and will present organizations with an exciting opportunity to increase their exposure and brand awareness. With a huge worldwide audience expected to tune in, brands, official sponsors and not have the chance to create engaging campaigns that will reach millions.

UEFA Champions League Final

10th June 2023

Every summer, millions of soccer fans from around the world look forward to the UEFA Champions League Final – the culminating event of Europe’s most prestigious club tournament. On 10th June 2023, teams will battle it out for the championship title and the chance to lift the iconic trophy. Previous sponsors of this event include Heineken, PlayStation and Mastercard and more.

FIFA Women’s Football World Cup

20th July – 20th August 2023

2023 will mark the ninth FIFA Women’s Football World Cup, with Paris hosting for the prestigious occasion. With female sports stars continuing to achieve recognition and adoration, viewership stats show that an ever increasing number of people are turning their attention to women’s football games. This provides an excellent opportunity for marketers to tap into this growing audience.

Rugby World Cup

8th September – 28th October 2023

As the countdown to the 2023 Rugby World Cup starts, fans and marketers alike are ready to experience excitement and anticipation for the event. This highly popular international sports event will be hosted in France from 8th September until 28th October, providing brands from all over the world with a unique opportunity to engage their target audiences on a global scale. Fans will be eager to see their favourite teams in action, while brands can take advantage of this platform to showcase their products, services and other offerings. As such, the 2023 Rugby World Cup provides an ideal platform for exciting marketing campaigns that capitalise on its worldwide reach.

Cricket World Cup

10th October – 26th November 2023

The upcoming Cricket World Cup in India is set to take place between 10th October and 26th November 2023, giving brands a unique opportunity to boost exposure through marketing campaigns. Millions of cricket fans from all around the world will have their eyes glued to the action. It will be a highly competitive tournament with the top 10 teams in the world vying for the trophy.

Unlocking Winning Sports Related Campaigns in 2023

2023 presents an extraordinary opportunity for marketers to create campaigns that are both trend-focused and strategic. By leveraging the compelling sporting events of 2023, brands have a unique chance at driving awareness and engagement in their marketing efforts. With careful planning, creative thinking and diligence around target audiences – plus some contingency plans just in case! – brands can craft winning campaigns that will effectively help them stand out from the rest of the competition.