Do you think you could afford this?
Hello football commercial managers and football club marketers. Do you want to know how simple it is to activate on your commercial sponsorships, with minimal investment? I know I have been a little negative lately, but I think it’s time to show some positive marketing in the football world. Look at this programme by Manchester City:
All fans had to do was print out the ‘glasses’ seen above and wear them at half time during the derby match against Manchester United – the cameras at half time would then scan around the stadium and select winners. There were four destinations to choose from, so you printed off the glasses of the destination you desired, and you had a chance to fly there. It was really that simple. When I watched the derby, even before the game, numerous Man City fans were wearing the glasses.
Now you may suggest that they have all the money in the world to operate a programme like this but that, my friends, is a load of tosh. What they have is ambition, and they work with an external agency, one that specialises in such things. A programme like this would cost no more than 15K (externally), and it would be sponsor-funded. If you can’t go to your sponsor with a great idea and then ask for the money to fund it, then I think you should question whether you are in the right profession. I do understand people in your position are very, very busy. That’s why there are marketing professionals who have plied their trade over decades who are here to help.
I say with all the positivity in the world, just give it a try; in most cases you will be impressed. There is a disease that has affected many individuals in sport. There is a systematic chasing of money by football clubs in a country that lives and dies with the sport. And to be honest, it does not need to be that way, it really doesn’t. Ultimately, the Manchester City promotion noted isn’t the most groundbreaking promotion on the planet – but creating that partnership with their sponsor is certainly going to help!
There are creative people out there that can really be very strategic. People who have… ideas, creativity, and most of all… the time you don’t have. Those ideas make money. They make fans happy (I know that is not always the common goal, but I’m hoping one day it will be). But most importantly, they make your sponsors happy.