US tourist board sponsors of European soccer clubs highlight an important lesson for anyone selling sponsorship

Most organisations selling sponsorship have probably noticed the rise in US regional tourist boards sponsoring European soccer clubs. A few examples include:

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These sponsorships clearly support global brand awareness as the boards look to drive awareness and inbound tourism to the US from key overseas markets.

European football’s rising popularity in the US

However, what’s probably lesser known is that due to the rising popularity of European football within the US, the boards are also using the sponsorships to build awareness and consideration in their own domestic US market. In short, they’re going overseas to target people in their own country.

As the statistics below show, European football clubs enable tourist boards to reach US consumers who regularly engage with the clubs on US TV, social media and/or summer tours:

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The lesson is it’s important to remember when identifying and targeting brands overseas that your organisation may also help them reach their own domestic audience – essentially getting them two for the price of one (‘double dipping’).

So, who should you target next?

Even if you’re organisation doesn’t has a significant US following, caytoo has identified a list of US tourist boards increasing investment in above the line marketing (i.e. traditional channels), product launches or senior hires, signalling they may be in the market for sponsorship

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