Every four years, the Olympic Games are watched by an average of four billion people and according to FIFA’s overblown figures, the World Cup finals of 1998, 2002 and 2006 respectively, attracted global audiences of 1.3 billion, 1.1 billion and 715.1 million people. In this context, it is easy to understand why brands are interested in sports. It gives them fantastic exposure and maximises their chances of connecting with their key customers. Sports enable better media buying segmentation. Half time during a football match is the right time to promote cars and razors.
Peugeot has been the main partner of the Roland Garros (French Open) tennis tournament for the last 30 years. The French Open, symbol of elegance and performance, has successfully served Peugeot’s brand values. Rolex gives a lot of support to golf. Not to a single man or a team; it is the whole golf category that translates its key values, such as prestige and timelessness. Rolex has been on the market for more than a century.
This is the reason why athletes and coaches are under more and more pressure. They are responsible for their team’s value. They have no right to fail, and this can explain the worrying trend of doping and cheating in all competitions, but this is a topic for another day. Hopefully, the coming ICC will put the beauty of sports first.
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