When it comes to sports marketing, Australia isn’t competitive enough
Australians love sport, but sports marketing in this country is lazy, according to Ogilvy’s head of strategy, Ryan O’Connell. We need to start competing.
I love sport. I watch a lot of it (perhaps too much, according to my wife). And I’d happily watch even more, however, pesky things like family, friends, sleep, and a job often get in the way. But when I watch Australian sport, I’m constantly amazed at the number of sports marketing campaigns that are missed opportunities.
I won’t call out any brands in particular. Unless you know the client’s brief, budget, timeline, and any other number of details, you really shouldn’t be overly critical of other people’s work.
Seriously, if marketing people need to be told / reminded that simply whacking a logo on a shirt, boot, pair of shorts, ground perimeter sign or car window is all it needs, then you may as well pack up and go home.
(I do remember a major oil company in the late 70s pulling its sponsorship of a major Touring Car driver as “they hadn’t sold any more petrol” despite his car being heavily signposted with the brand. I thought we may have learned something in the intervening 40 odd years).
The VB Hard Work index was another good one that combines data as well – take a bunch of stats, weight them, and produce a single number for performance comparison between players. Bang on brand, and actually useful to fans.
the only stooopid marketing i see is for the [Edited under Mumbrella’s comment moderation policy] afl and cricket…24/.7 geez id rather fund folaus fight against the [Edited] nrl then sit and watch this rubbish, havnt you media ppl got anything else to talk about than flush tv screens with that garbage, 3 footballs (2 pretend 1 real) in 1 country is sad enough to be bragging about
Finally an article pointing out the obvious. You hit the nail really early – know one knows things like brief, budget etc – so how do you align on strategy. There are plenty of examples where asset holders just settle and take the cash (not all as you point out) and they stand out….
That’s why we built Champific – the worlds first online matching system for Sponsors and Partners in the Sporting world. Check it out.
[Edited under Mumbrella’s comment moderation policy]