2014 is undoubtedly a big year in sport. From the Olympics in Sochi and the Commonwealth Games in Glasgow, to the World Cup in Brazil and World Championships in volleyball, swimming and other sports, this year is a real treat for fans. Mind you, the less said about the cricket the better.
It isn’t just fans, but also brands that are lining up to be associated with sporting heroes, experiences and major events. Businesses are desperate to be part of the passion, and want to harness the loyalty that fans show to their club, team and country; it’s big business.
Just look at Manchester United. They have lined up 35 club ‘sponsors’ (at the time of writing), from official Indonesian tyre manufacturers to the first ‘paint partner’. This activity works brilliantly for Manchester United as a business, but are all of the ‘sponsors’ getting full value of their spend? Not a chance.
With many sports in the UK and elsewhere struggling for funding, including my own sport of volleyball, it’s particularly painful to see brands wasting huge sums on sponsorships that get lost in the noise of incredibly competitive markets, due to the lack of a creative activation plan.
That’s why we’re launching Brazil Sport. A sport-focussed division of the agency will help this sector go beyond the boring and predictable. Sport has evolved massively in the past few years, yet communications strategies haven’t kept pace.
We’ve been involved in sport since Brazil’s inception; working with the RFU, Klick Fitness and Southampton FC, to name just a few. My own sporting background – professional volleyball player and Olympian – gives me a unique perspective about how best to connect brands and businesses to their target audiences through sport.
Brazil Sport may have just launched, but we’re already having exciting conversations with brands looking to connect with sport fans all over the world.
And did I mention we have offices in Brazil? See you at the World Cup!