Why sports rights holders are well placed to help the fast food bunfight
Few sectors have such a complex fusion of the old and new as the quick service restaurant and food delivery sectors. Loss-making new entrants – fuelled by venture capital wallets/high hopes and young urban consumers – compete with highly established profit-generating behemoths, who need to maintain high levels of energy to keep innovating against these fast-growing ‘frenemies’.
This hyper-competitive battle to quickly win over consumer hearts and minds for their stomachs is becomingly increasingly fierce, which is great news for sports rights holders. Not only are significant budgets being made available – as the large rise in above-the-line advertising campaigns show – but the brands increasingly need to differentiate themselves from the competition.
Something that is becoming harder to do.
This is where sponsorship and fan loyalty has a big part to play. As the sector battles it out to convert hungry and time-sensitive customers, all face a challenge of finding the balance between needing to drive traffic (be it footfall or online) through short-term value offers and building brand equity over the long-term. Again, something sports is well placed to bridge.
Rights holders can also show how their platform can help brands prove they’re addressing the mounting external social responsibility challenges such as healthy-living concerns, sustainability and the rising demand for meat-free diets.
Although not quite on a plate, the ingredients are there for rights holders to prove to brands how they can solve the latter’s need to differentiate and engage, to fit in with new consumer habits, to be highly innovative and satisfy an increasingly demanding (and hungry) society.
If you’re interested in targeting these brands more effectively, we’ve produced an easy-to-read sector intelligence report on Quick Service Restaurants & Food Delivery containing the key sponsorship-related insights about the brands – such as what they look for, what they’ve done in sponsorship and why – as well as the up-to-date contact details of the right decision-makers.
QSR and food delivery sport sponsorship is one of our new series of caytootarget™ reports designed specifically to help rights holders save time and resource when it comes to overcoming their key pain point – identifying viable target brands and hitting the right decision-makers with relevant and compelling proposals. We’ve covered sectors including:
- Health insurers
- Online investment platforms
- Electric cars
- Challenger banks
- New brands launching in the UK