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26 Feb 2018, 02:21 (Ref:3803930) | #1 | |||
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Valuing Sports Sponsorships
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Story Here A bit more than just sticking a brand logo on the side of a car... |
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Happy David Thexton Day, 21st March 2003 “I am not uncertain” - Dollar Bill Stern, Billions “Fear stimulates my imagination” - Don Draper, Mad Men “Everybody Lies” - Dr Gregory House, House “Trust But Verify” - Commissioner Frank Reagan, Blue Bloods |
26 Feb 2018, 02:34 (Ref:3803933) | #2 | |
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Looks like the days of the "Cochrane rubbery crowd" figure is doomed...
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26 Feb 2018, 02:52 (Ref:3803937) | #3 | |
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26 Feb 2018, 03:32 (Ref:3803939) | #4 | ||
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You'd attempt to sell the side of the transporter, the team attire, the pit equipment, and the social media real estate too, yes? |
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26 Feb 2018, 04:04 (Ref:3803941) | #5 | |||
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Integration makes perfect sense. Few do it well. Especially with the clutter of competing brands/marketing objectives/spend/leverage/deliverables on a car. |
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Happy David Thexton Day, 21st March 2003 “I am not uncertain” - Dollar Bill Stern, Billions “Fear stimulates my imagination” - Don Draper, Mad Men “Everybody Lies” - Dr Gregory House, House “Trust But Verify” - Commissioner Frank Reagan, Blue Bloods |
26 Feb 2018, 05:56 (Ref:3803944) | #6 | ||
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Mitre 10 was one of the best back in the day. I've always maintained that Mark Larkham was a man ahead of his time.
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Tranquillity - What happens inside Shane's race car. Chaos - What happens outside Jamie's race car. |
26 Feb 2018, 06:43 (Ref:3803949) | #7 | ||
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Supercheap now are arguably the benchmark, using the same B2B model that Kmart racing used to get all their suppliers involved, and constantly promoting the race team in-store.
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26 Feb 2018, 06:55 (Ref:3803952) | #8 | |
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I find it interesting how well-known brands are splashed across the support catagories like AusGT and the Utes, such as KFC, Hogs Breath, Total Tools, McDonalds... but are rarely seen in any great capacity in Supercars.
There must be some very average team marketing managers in the paddock. |
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26 Feb 2018, 07:34 (Ref:3803955) | #9 | |||
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Belief is if you have a big name on the car you might be luckier getting others on board... Wayne Gardiner seemed to get some FMCG involved but really it has been thin on the ground for the most part. Sadly still a niche sport. Energy drinks are profitable enough and "edgy" enough to play in the pond but that is about it. Hogs Breath has been on the 888 cars - remember the Hogster? |
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26 Feb 2018, 07:37 (Ref:3803956) | #10 | |
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26 Feb 2018, 07:51 (Ref:3803961) | #11 | ||
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Quote:
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26 Feb 2018, 08:18 (Ref:3803969) | #12 | ||
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I wonder if Supercheap are paying as little as Kmart did back in the day? Story was the associated brands picked up the majority of the tab in return for store placement and being featured in catalogues.
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The Jerk Store rang... |
26 Feb 2018, 08:40 (Ref:3803975) | #13 | |||
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But at least they get something out of it, allegedly unlike Wesfarmers suppliers! |
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26 Feb 2018, 09:20 (Ref:3803980) | #14 | |
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Target did the same for nearly 30 years with Ganassi in Indycars
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26 Feb 2018, 10:37 (Ref:3803995) | #15 | |||
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It also helped that a few key people there had an interest in motorsport. |
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"Your biggest auto race may one day become a Camaro playground", Chris Economaki, Bathurst 1979 |
2 Mar 2018, 07:12 (Ref:3805130) | #16 | ||
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more torque than a climate change conference |
6 Mar 2018, 03:00 (Ref:3806121) | #17 | ||
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Good article here about the change in viewing methods for Australians.
Based on this, TV ratings are going to get less & less relevant and streaming information more and more relevant. Interesting times for those planning broadcast models for sports. |
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“We’re far from having too much horsepower…[m]y definition of too much horsepower is when all four wheels are spinning in every gear.” ― Mark Donohue |
6 Mar 2018, 03:24 (Ref:3806124) | #18 | |
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I have to say, I haven't watched much motorsport at all on TV, FTA or otherwise.
Everything's live-streamed, or I've watched a replay at my own convenience that's been uploaded somewhere. Why Supercars doesn't upload replays to Youtube, I'll never know. Structured right, it can be a good revenue stream. |
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7 Mar 2018, 01:58 (Ref:3806413) | #19 | ||
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The Jerk Store rang... |
7 Mar 2018, 02:05 (Ref:3806416) | #20 | |
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7 Mar 2018, 04:20 (Ref:3806462) | #21 | |
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7 Mar 2018, 04:22 (Ref:3806463) | #22 | ||
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8 Mar 2018, 07:02 (Ref:3806784) | #23 | |
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Depends on how much media coverage your organisation gets when the driver has a big prang.
Depends on much media coverage coverage your organisation gets, when your clean cut fan friendly Mr Nice Guy driver gets busted for being a naughty lad. |
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10 Mar 2018, 12:48 (Ref:3807223) | #24 | |||
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And it isn’t clear why. There is (allegedly.....) a mountain of stuff there that would put 50 shades of grey into darkness... allegedly.. There is a particular brand, now no-longer supporting a race team, that got quite a bit of mileage out of a VF rollover at Clipsal in years past. |
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Happy David Thexton Day, 21st March 2003 “I am not uncertain” - Dollar Bill Stern, Billions “Fear stimulates my imagination” - Don Draper, Mad Men “Everybody Lies” - Dr Gregory House, House “Trust But Verify” - Commissioner Frank Reagan, Blue Bloods |
10 Mar 2018, 12:49 (Ref:3807225) | #25 | ||
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I remember when BJR put BOC on there car upside down because they had rolled so much!
Sent from my SM-G950F using Tapatalk |
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