Every brand needs a sports strategy
Drive brand awareness and engagement
Whether you’re into sport or not, most companies are aware of its power to generate brand awareness and engagement with potential customers. This has become more acute as people become increasingly overloaded with advertising messages and fragmented media.
However, most companies don’t believe sports sponsorship is a viable option for them. This is mainly due to the perceived costs – they regard it as expensive, exclusive and out of reach. It’s a fundamental mistake born out of a simple misunderstanding of what the term involves. To most, sports sponsorship is a logo on a football shirt, a television ad involving a household star, or naming rights to a top-tier competition.
“the financial entry level point to the world of sports marketing
could literally be as low as zero”
The reality is very different. A more accurate term would be sports marketing, which can involve any activity associated with the vehicle of sport. It could be as simple as hiring a local athlete to speak at a company event, or providing a product or service cost-free in return for promotion on social media from sports influencers.
Low cost point of entry
Financial entry level to the world of sports marketing could literally be as low as zero.
For example, Kiko Matthews – who set a world record for rowing across the Atlantic – had a “quid pro quo” arrangement with a number of sponsors (see image below). They provided food, clothing and training – such as a local gym – in return for branding on her boat, website and promotion through social media. She featured in national papers and on primetime television, giving her partners considerable exposure as a result.
Then there’s Hubbox – a US-style “street food” restaurant in Cornwall – who sponsor a local surfer Tom Lowe. He’s not very well-known outside the county. But Lowe is the perfect vehicle for Hubbox to drive brand awareness and engagement among the local community.
Matthews and Lowe is an example of how sport’s ability to offer an alternative, highly cost-effective route to an audience has become increasingly viable in a digital world. Sometimes a few hundred pounds is all that’s required to target the followers of a particular athlete.
“sport’s ability to offer an alternative, highly cost-effective route to an
audience has become increasingly viable in a digital world”
Scope for rich, creative partnerships
A more creative partnership is Wosskow Brown Solicitors who sponsor Sheffield Sharks in the British Basketball League. In return, Mike Tuck, the Sharks’ and England captain got to work in their office as a marketing coordinator. He’s now the team’s marketing and commercial manager with experience to help him in a post-playing career.
We’ve identified an extremely timely opportunity for companies of any size. Outside of the elite level, funding for British sport is generally under threat. This requires athletes to look at alternative sources of income and support. The world is also becoming a more cluttered environment for companies who want to reach audiences – be it at a local, regional, national or international level. Sport can solve this issue.
“our platform connects sports people who need funding with
companies who want to get their name out there”
caytoo is a platform to connect sports people who need funding, with companies who wanting to boost their brand awareness and engagement. They can now find each other directly using data and intelligence, not gut feel or whim, and discover new opportunities they never knew existed. The platform is designed so this can happen cost-effectively and at scale.
Disrupt the traditional sport sponsorship landscape
This represents something of a shakeup to the traditional world of sports marketing. We are coming from outside of the industry. We’re not sports people, but we certainly have a passion for sport and a unique blend of experience in data, information, media, marketing, PR, comms, change, M&A, integration and management.
This gives us a different perspective, but we don’t pretend to know it all. With the help of a Rugby World Cup winner and an up-and-coming female pro golfer and GB’s greatest ultra-endurance athlete, we believe that being different provides an opportunity for companies of any size to exploit.
We’re starting with the area that provides the most opportunity for you – young athletes starting out on their careers. Also available are retired athletes who’ve hung up their kit, Olympic athletes preparing for Tokyo, women’s sports on the verge of real change, disability sports building their profile, up-and-comers on the cusp of something great and adventurers with great stories to tell.
Sport can provide a vehicle to help any company drive brand awareness and engagement, whatever your budget. That’s why we’ve built a platform of inspiring athletes and put together a range of speaking, ambassadorial and content creation packages to enable you to harness their power to drive your business.
We’re happy to offer a free consultation on your specific requirements, so call the team on 020 3176 8135 or drop us a line to help find your inspiration.
Jeremy is a co-founder and CEO of caytoo. He was formerly CEO of Gorkana Group and Cision EMEA and has a wealth of experience in building, growing and leading successful businesses.