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this can be done both when it comes to sponsors who bond with fans and in the case of sponsors who want to bring an important emotion to their customers because they are for example corporate customers for which they invite other managers and everything we have not said before they can create it through sponsorships by inviting for example the managers it is a match of a sports club they sponsor and this is greater business as is already a habit in the American sports world. many of the deals that big multinationals do in America do it during a game; there are many opportunities and ways in which marketing creates opportunities for sponsors. There are various names one-to-one relations marketing, marketing permission, guerrilla marketing and these are names that basically identify a very simple thing: The type of relationship that is created with people. it is always important to keep the person at the center as far as a sports club is concerned it is important when I go to look for sponsors, maintain contact in person, not company sports company, but person in charge of sponsorships and person in charge of marketing within of the company because it is a personal relationship and this type of relationship will then somehow be transported into what are the sponsorships that will always have the person at the center and this is a very simple and passionate way of being able in some way to spread sponsorships both that it is the sponsorship to be sold to the company and that it is the company that has to sell its sponsorship within our reality. relationships is the key word: sport can really create important opportunities for relationships between those involved. the subjects involved are not only the sports club and there are 3 companies: they are sport because it increases notoriety; imagine coca-cola when sponsoring a particular sports club to yours if it were sponsored by such an important brand, it would certainly have a greater reputation and would also mean a certificate of quality for that sporting reality because such an important company at a company level recognizes me and is your sponsor; at the same time the company has something positive because it creates particular offers in a selective motivated target for which it sets reality within targets that interest it on which to push its product and be able to sell it more. So in the end what the company is looking for is how to have a greater market penetration of its product; there are sport users or those who use sport if the supporters cards or even types of subjects who may have these privileged treatments for products and services, because as we said before we have special offers and these special offers are for the benefit of someone, that is the sport users. It is not irrelevant because in the end it makes three subjects happy and it is not a trivial thing to make it become something profitable for everyone is to make them the sponsor as part of the team; what very often we forget is to create this relationship with the sponsor so that it is part of the tribe because in the end and sports clubs are tribes in these are what companies are looking for. therefore for a company it becomes the protagonist of a sporting event or partner of a ladder means getting closer to the spectators Sharing their passions and interests without interrupting them while they enjoy Sport, because this is the difference between the sponsor and what we have seen before ADV also social networks but also that of television because during the sporting event the sponsor of the t-shirt or on the sidelines does not interrupt the sporting event, while I use Facebook the advertising somehow interrupts the flow of information I am looking for. The same goes for advertising on TV we don't talk about the invasive one in a hallucinating way so the sponsor within the event does not interrupt even if they are inside the event. There is no interruption even with the playful moments that are created during the event, for example when hats are thrown, when moments are created, it is the game inside the field in which the spectators become an integral part of the event. itself and are all the moments created by the sponsors and are moments in which the sponsor removes the barriers between himself and those who are the potential targets that are within the sporting reality. This is interesting because there is an important goal precisely because it has been noted that consumers increasingly choose brands through the same cognitive paths with which they choose friends and partners, so for sponsors to be seen as a friend is something unparalleled is to cut one of those barriers that can allow that target to buy it Fan Buyers no longer want only effective products, but also companies that share values with them and that have the same causes at heart and support The sponsor, therefore, must not sell; It participates in the wind unlike the traditional work in Push mode or in the mode of selling in a total way what it is promoting. Sports marketing tools, such as sponsorships, work through inclusion techniques as we have said They are exactly this type of strategy Or as it says below "see I'm here with you I support your favorite team I share the same love is the same path we are all made of the same team " And this is the new mode that we talked about integrated action that from the 90s until today is working perfectly it is a very important thing to go and propose obviously also to the sponsors who until now Maybe you have and have not yet used this type of sponsorship method. updating them to this mode could be the trump card to have them for a long time and also to draw new sponsors, perhaps who were lost in the past precisely because they had not found an effective way to propose themselves to the target of the team. This is for example a very ingenious way that Pistoia Basket has declined in this period of pandemic: they have created branded masks as you can see in the photo on the right on one side there is the company logo on the other the sponsor's logo. What happened? these masks were produced in a number of pieces every time there was a home game with a different sponsor. A number of pieces of masks were used by the staff rather than by the players or the coach during the interviews so that the sponsor had the greatest possible visibility of their mask and logo of course; at the same time a gadget was created for the sponsoring reality because obviously the pieces were not all used in sports and a part went to the sponsor who from that moment had a gadget that I could offer to any companies that came into contact, to potential customers of various kinds and types therefore a gadget absolutely in step with the times and yet in its very effective simplicity: this is a very simple way in which the sponsors of this basketball sports reality said "we are with you, we are in this difficult moment and we continue to support the sporting reality " Think for example the images and videos of these vintages so fatal with the covid that they will see the images of these masks with the sponsors present in this difficult period, surely those Brands if they exist even in ten or twenty years They will still have a positive moment on theirs. image, on the pages of that company, because in such a complex moment they were also of sports realities of the area as for example in this case. So an example that can also be applied by you easily, that of the mask that can be a mask or for the whole year or as in this case, every time there was a game at home, the mask was changed. therefore we can say that sports sponsorship is better and different than traditional advertising As we said before: Traditional ADV dies in a short time because we see the sport but we talk about ADV in the newspapers that dies The moment we turn the page after 5 seconds and maybe we haven't even noticed it; your sizin dies, the ADV that we see of another type on social media because for every click we make on Facebook, the sponsor of that image on social media pays and has a limited budget. Very often it is not even clicked AND it is not even noticed and therefore it is not very effective; while through sponsorship it remembers why to do with emotions. For example, let's think about the photos taken during a sporting event to remember it and think about the photos of memorable sporting events: we all remember Puma as sponsor of the national football team that won the World Cup in 2006; Many years have passed by now and we still remember it, for example we remember great sports realities that have gone through these decades; let's think of Simmenthal Milano as regards the basketball of the 80s, here we still remember today by name. These are things that are not forgotten and this makes the difference because everything that is connected to emotions and memories is something indelible. one of the evolutions that sponsorship is having over the last few years and through Covid has certainly had a notable acceleration is that of the transformation of the sponsor into a media house. the most classic example is that of Red Bull which has existed for years, but which also has many replicants due to covid-19. Red Bull TV is basically a television reality that we can see on the computer that there is no digital television channel, but we cannot see only through the web where all the athletes sponsored by Red Bull, all the realities, including the teams, have their own channel where they go to. generate sports content which, however, is based on a Red Bull product promotion strategy. Here it is not sports that is generated and sponsored by company X, but it is the company that decides the sports content to go to produce.