As with every major sporting event, this summer’s UEFA European Football Championship (or the Euros) provides retailers and brands with an opportunity to cash in.
Taking sponsorship to its extreme is McDonald’s successful KickStart grassroots programme in conjunction with the UK’s various football associations which promotes young footballing talent.
However, it’s always interesting to see how those that aren’t official sponsors get around official marketing guidelines. Asda for example is running a radio advertising campaign to promote its TV ready meal range which features a roaring crowd in the background while pizza retailer, Domino’s, is giving away vouchers each time a goal is scored via a mobile app.
But some strategies are a little less sophisticated as a trip to my local Co-Op demonstrated. At the end of an aisle was a stack of special offer beers with an A4 printed sheet stating that evening’s televised games. I imagine the average primary school age child could have come up with something a little more imaginative and ‘on-message’.
So while official sponsors are able to make the direct association between the tournament and their products, those retailers that can’t should make the effort and be a little more creative to score extra sales.
Blog by Tom Jones