Did you know, that in 8th Century BC, it happened the first Sponsorship when greek merchants were offering economic help to athletes to increase their sales relationships? Crazy right. Back on the days they already had the same thoughts about how to get visibility and notoriety of their brands “here i am”, generate traffic “this is me” and sales “people buying their product”, one of the differences we have today are the tools we have to make better moves and make the best of it each time we are out there Sponsoring, so. What do you think, are the Goals of brands when they invest in Sports?

  • Notoriety & Visibility
  • Increase Fidelity of the brand
  • Reinforce Brand Image
  • Generate Traffic
  • Stimulate Sales / Use
  • Social Responsibility

What is Sport Marketing?

A theoretic way of saying what’s Sport Marketing, i would say, it is a way of complementing activities that they have been design to arrive in the desire & needs of consumers of sport goods in an exchange process.

Is the application of techniques & tools of Marketing into Sport industry.

Philip Knight, CO- FOUNDER & CEO of Nike until 2004, was one of the founders of Sports Marketing, as he started signing millionaire contracts within athletes and Nike. More than 30 years after, other industries joined sponsoring Sports Industry we can find car industry with Rafael Nadal, champagne in motor sports, luxury watches in Tennis, banks at Formula 1 or Teams like Scuderia Ferrari, etc. all this companies they are investing millions of dollars, winning a huge worldwide impact.

There are two types of this Sport Marketing:

  1. Promotion of Sport Events & Entities.
  2. Diffusion of brands or products through Events & Entities.

They have differences within; is not the same to promote and event like World Basketball Championship in Japan than take actions into the Event to promote brands, etc. They both work together tho.

About Sport Marketing & Values I believe has to go together in a way of thinking; Sports with Entities establishing a common communication strategy. Values one of the keys to be stronger against your competitors.

Something to add at SPORT MARKETING MIX is; a plan, packaging, positioning & perception.

Ambush Marketing

When was date of birth of this category of Marketing?

Let me put you in situation. ADIDAS born in 1920, its first appearing Sponsoring was in the Olympic Games of Berlin 1936 >wining 4 gold medals because the athlete Jesse Owens was wearing ADIDAS running shoes. After that, they realise how much important was to relate their brand to top athletes and also, the huge impact had in Tv, stepping to the TOP Sport Company in the world.

World Cup 1954 > Germany wins wearing ADIDAS football boots, again on the Top of the World. At the Olympic Games of Melbourne, again ADIDAS gives to Germany National Team running shoes. TOP athletes wearing their shoes in the biggest Sport Event in the World.

PUMA, was the company who took this competition of being the best more serious against ADIDAS. In the World Cup of 1970 they contacted “O Rei” Pelé, offering one of the biggest bags of money to wear PUMA’S football boots, he agreed and you know what happen? PUMA told him to ask one minute before the final started to the referee if he could tie his PUMA, now imagine PUMA’S impact caused to the World when Tv catches “O Rei” tying in slow motion his boots before a World Cup Final.

This is how started #AmbushMarketing