Ativa Esporte - English

Hershey and the NHL – Celebrating the moment

2010-03-19T13:15:00.000-07:00

Hershey, the chocolate brand, has agreed a sponsorship deal with NHL and found an unique to celebrate the agreement.

The company ordered a real size chocolate replica of the Stanley Cup, the trophy awarded to the season champions (above). Watch below the making of the piece, which took 12 hours and more than 150 pounds of chocolate.

Following the agreement, the company will launch a campaign to take consumers to the Bridgestone NHL Winter Classic, which takes place on a baseball stadium. However, I’d really like to see the brand launch products related to the partnership (anyone sad a chocolate puck?). What about you, what would you suggest as activation for the company?

Sports marketing, activation, sponsorship, Hershey, NHL, Stanley Cup, Chocolate

McDonalds and the FIFA World Cup – That’s really priceless

2010-03-11T08:22:00.000-08:00

McDonald’s sponsors the FIFA World Cup for quite a long time and always use one of my favourite activations, since it is a brilliant tool to boost Sales: the Flavour World Cup, with thematic sandwiches of each of the countries taking part on the tournament (watch, below, the 2006 video).

In this year’s World Cup, the company has added one more promotion to its activation of the biggest sport event in the world. McDonald’s will take five children to South Africa with the Brazilian national team, an indescribable experience! The TV ad is very cool, with the idea oof entering a shop X entering the pitch (below).

To take part, you have to send a video, photo, drawing, etc., to the website about the theme “I’m going to the FIFA World Cup in South Africa with Brazil” e hope to be the most voted. What about the other participating countries, have they done the same? Anyone can post here other examples?

Sports marketing, activation, McDonald’s, World Cup, FIFA, sponsorship

Coke and The FIFA World Cup Tour – And that’s real brand experience

2010-02-09T12:19:00.001-08:00

After posting about Coke brilliant use of its FIFA World Cup Tour sponsorship, I had to go to the event. Some of the readers of the blog had already told me, and believe me, it is worth it, indeed worth it.

The brand is present throughout the experience, from the walls to the furniture, which uses disposable plastic bottles (above). The best contact point with Coke, surely, is the history of the World Cup room. Apart from the balls, newspapers’ front pages, and Pelé images, it is decorated with wallpapers and has its temperature controlled and smells like the soft drink, giving the feeling of being inside a bottle of the product (below). That is, the product is present without disturbing the public. Genius!

People have the chance to play, watch a 3D video, learn about South Africa and the World Cup, drink Coke and, finally, they are next to the host, taking home a picture as a final gift from the brand. The brand, of course, is there.

For Brazilians, the downside is the absence of the uniform of the national team, sponsored by Nike, a fierce competitor of adidas, FIFA partner.

Sports marketing, activation, Coca-Cola, World Cup, FIFA, sponsorship

Stadium Associates and NFL/SuperBowl and Scotts and MLB – Nice suggestion

2010-01-27T08:21:00.000-08:00

Sorry for going back for the Sunday post again, but things keep on coming. Stadium Associates has signed a licensing agreement with the NFL and will sell pieces of the field used in the great game that will take place on 7th february, in Miami (right).

For Scotts, to do the same with its MLB deal, is simples. A little doubt, however, hangs in the air, since Sports Business Daily claims Stadium Associates has a similar deal with the baseball league, which would be a bit confusing...

Scotts and MLB – Fit and potential - Update

2010-01-25T08:18:00.000-08:00

The first packaging has been released with the Cincinnati Reds (below).

Scotts and MLB – Fit and potential

2010-01-24T10:03:00.000-08:00

Normally, Ativa Esporte talks about best practices in activation. However, this time, we´ll discuss the potential of a recently signed partnership. In the early days of 2010, an agreement between Scotts Lawns and Major League Baseball was announced.

With an unprecedented number of stadiums using natural grass (28 out of 30), the fit and the possibility of success are enormous. Out of the blocks, the company is launching seeds and fertilizers of each of the 28 stadiums.

Let´s wait and hope to, soon, have a post here about the Scotts promotions on baseball and the MLB sponsorship (and not croquet, like the video below).

Any suggestions to the company´s marketers?

Sports marketing, activation, Scotts Lawn, MLB

Coke and The FIFA World Cup Tour – Taking the most of the tool

2010-01-17T06:57:00.000-08:00

Coke is the FIFA World Cup Trophy Tour sponsor and uses the tool in several ways. The visibility, of course, is guaranteed. But the brand goes beyond, way beyond.

In Brazil, for example, it’s generated a great buzz. With the upcoming arrival of the trophy, Coke put a giant safe in one of the busiest São Paulo squares (below). The passersby who answer correctly to 10 World Cup related questions get to see what’s inside it.

Apart from that, the company is using the visit to boost Sales and strengthen its relationship with partners from several sales channels. To get tickets to see firsthand the coveted trophy, people need to buy Coke products in McDonald’s, Wal*Mart and Cinemark stores.

Take a look at a video of the African trophy tour.

Coke, World Cup trophy Tour, activation, Sport marketing, sponsorship

E.on, FA Cup and David James – Social Responsibility and Sport

2010-01-07T16:31:00.000-08:00

E.on is an energy company that sponsors the FA Cup and found a very clever way to leverage this association.

The company created a campaign that explores a word play with “save”, using Portsmouth and England international goalkeeper David James (image above) to embrace a class of players often forgotten by the main sponsors: the goalkeepers (with a few exceptions, such asOliver Kahn and Peter Czech).

The campaign encourages people to share their energy savings practices, rewarding the best with a trip to the FA Cup final as a mascot, with pitch access (a priceless prize). It is supported by an excellent website that plays the whole time with “save”, honouring the great keepers that took part in the British competition, with videos such as the Jim Montgomery’s below.

With this strategy, E.on not only activates its FA Cup partnership, but appropriates a category of players almost forgotten by most companies.

Adidas and the World Cup – Great Example of 360 Marketing

2009-12-30T07:55:00.001-08:00

Adidas launched the 2010 World Cup ball just hours before the group draw to take advantage of the noise around the event. To further amplify its launch, displayed an exhibit of giant models of the balls used in every World Cup since 1970, when the company started its partnership with FIFA, just outside the auditorium where the draw was taking place (below).

The generate expectation on the new ball design, the company put it on the exhibit, that started weeks before, covered with black fabric (below) until the date of the events.

The concept of giant balls was also used on the ponit-of-sales, in a model shop close to the place where the draw took place, which received exactly 2010 Jabulani (the name of the new ball) for sale (below).

In order to generate involvement with the media, Adidas sent daily newsletters on a countdown to the launch, providing information about each of the balls previously used.

Adidas and South African National Team – Raising Excitement and Involvement

2009-11-24T11:40:00.001-08:00

Adidas found a spectacular way to engage the South African people and raise the expectations and the excitement around the World Cup.

A giant jersey of the team managed by Carlos Alberto Parreira will travel around the country, inviting people to sign it (above). Through the campaign website, people can follow where the shirt is.

The video below explains in details the promotion that will certainly call attention, generate a lot of buzz and media coverage.

Nike e Arsenal – Taking possession of the tradition

2009-11-06T12:05:00.000-08:00

Arsenal certainly has much more history than Nike. However, the company found a brilliant way to incorporate the tradition of the Londoner team.

The company launched the biggest football team picture (above), with 482 players and 14 managers who made Arsenal´s history, which will be exposed in the Emirates Stadium surroundings (making-of video below).

Even the name was given in order to link to the team tradition: The Spirit of Highbury, the former Gunners´ stadium. The full image can be seen on the club website: http://www.arsenal.com/news/news-archive/arsenalisation-special-spirit-of-highbury.

Transformers 2 and Nascar – Perfect Fit

2009-10-19T07:08:00.001-07:00

To promote the Transformers 2 – Revenge of the Fallen DVD / Blu-Ray release, Paramount innovated.

The company decorated the cars of Ryan Newman and Jeff Gordon with the visual cues of Optimus Prime and Megatron, respectively, in the October the 17th race (image below). Difficult to get a better fit…

To amplify the activation, the company partnered with ESPN, that ran a poll on which car was the favourite (check out on the video below).

None of the drivers won the race, but the film launching and the sport and film fans definitely did, a lot!
Source: Carlos Merigo, in Brainstorm9

Electrolux e Tennis (shoes) – Simply Brilliant!

2009-10-18T09:59:00.000-07:00

I am going to have a little out of the blog subject (sport activation) post, but the Electrolux idea was so brilliant that it will certainly inspire us.

The main feature of the new Electrolux washing machine is the tennis shoes washing function. Therefore, the company advertised its product in the paper that goes in the tennis shoes boxes of several brands and models (below).

Little dispersion, creative, with guaranteed buzz, and, of course, low cost. Can you suggest any companies that could use this to activate their sponsorships?

Gillette, Nascar Young Guns and the Brazilian National Team – Excellence on different fronts

2009-10-10T06:03:00.001-07:00

The last post was slightly out of the blog purpose. So, in this one I will talk about two very interesting activations from the same company, Gillette.

With three of the young talents (Carl Edwards, Kasey Kahne e Kyle Busch) Gillette sponsors, the company plays with its website users who can make the drivers write 25 characters messages with impressive moves (below). The videos created can be shared with friends, turning users into promoters of the brand.

Launching its sponsorship of the Brazilian Football National Team, Gillette put the country stars to shave themselves before a players press conference , taking advantage of the structure already set up. Timely and unusual way to promote the partnership, generating buzz and spontaneous media.

Rio 2016 – Big win, disappointing activations

2009-10-07T20:01:00.000-07:00

I waited a while to write this post because I thought it was worth waiting to see what the companies had prepared or were preparing to celebrate the victory of Rio de Janeiro to host the 2016 Olympics.

But I must confess I am (very) disappointed. One hell of an opportunity for the partners of the Brazilian Olympic Committee (BOC), of the candidacy itself, and why not, the 2007 Pan American Games to boost brand image and sales.

However, nothing innovative or impacting has been seen. Olympikus, BOC partner since 1999, made an interesting promotion with opinion leaders, but with little effect, perhaps betting on a viralization that did not happen. Minutes after the announcement, the company sent these people a kit (image below) with products, a video and a certificate, dated the day before the announcement, confirming that the company "knew" that the victory would go to Rio.

The other partners (or not) of the events/institutions mentioned above limited themselves to common advertisements... Too little for such a win and much less when compared to the amazing video (below), created by Fernando Meirelles’ O2, and presented at the International Olympic Committee.

Without a doubt, the most creative manifestation in relation to the Brazilian victory was the “Yes, we créu”, which came near the top of the Twitter Trending Topics, of unknown/popular creation.

Claro and the Argentine Football National Team – Using Sponsorship Internally

2009-09-22T18:56:00.000-07:00

That the Argentine team is not doing well we all know. But Claro, its sponsor, has just released a very interesting video, describing what happens to fans following their team (below). The film, very realistic, uses peculiarities of the Argentine stadiums, such as the human avalanche.

However, the video main insight is the use of Claro employees as “actors”, each named in the film. A great way of also involving the company’s staff, generate a sense of unity and further motivate the team.

The final message closes on a high note: “We are all the same shirt. We are unconditional sponsors of the Argentine National Team.”

Nike and Corinthians/Adidas and Palmeiras – Healthy Rivalry

2009-09-01T13:30:00.000-07:00

Sometime ago I talked about Nike being more active in the Brazilian football market, but did not say anything about Adidas, which also is. And the two rivals are having a very nice battle with their partnerships with the two biggest rivals in São Paulo’s football: Corinthians and Palmeiras.

Adidas, Palmeiras’ partner, launched, together with the teams 3rd uniform, a very interesting film explaining the uniform colours origin (below).

Shortly after, Nike did the same with Corinthians, launching a video that shows the process, from the shirt’s creation to the players using it (below).

Choosing the best one is a matter of taste of club passion. However, this battle is very healthy for Brazilian football, since it shakes the sport and brings more investment. I hope other companies (Reebok, Puma, Lotto, etc.) join them.

Nike and Tênis – Another one Taking Advantage of the Date

2009-08-31T17:22:00.001-07:00

Nike took advantage of the imminent start of the U.S. Tennis Open to launch its new look for the sport (next).

In an event with stars of today (Roger Federer, Rafael Nadal and Serena Williams) and the past (John McEnroe) and children from social projects in New York the company stopped the city streets (below) in an activation similar to that Sony Ericsson has made in Toronto.

Guaranteed buzz and spontaneous media (below).

Adidas and Athletics – Taking Advantage of the Date

2009-08-25T19:05:00.001-07:00

Taking advantage of the Athletics World Championship in Germany, Adidas released a campaign with 7 major stars of the sport sponsored by the brand (Tyson Gay, Christine Ohuruogu, Allyson Felix, Jeremy Wariner, Veronica Campbell, Haile Gebrselassie e Blanka Vlašić).

The company created a series of films in which it compares the achievements of these athletes with daily tasks (see below).

I must confess that I was a little frustrated with some of the films/comparisons, specially because Adidas normally has great campaigns. However, Veronica Campbell´s one is very interesting...

Sony Ericsson and WTA Tour – Recreating a classic

2009-08-20T07:58:00.000-07:00

Sony Ericsson found a very interesting way to promote the Toronto tournament of the WTA Tour.

The company literally stopped the traffic at Yonge Street, one the busiest in Toronto, to promote a match between Ana Ivanovic and Caroline Wozniacki (see below).

The promotion is indeed very cool and it resembles a classic Nike ad in which Andre Agassi and Pete Sampras play against each other in the streets of New York (below).

Puma and Usain Bolt – Perpetuating the Spontaneous

2009-08-17T07:58:00.000-07:00

This Monday it is difficult not to talk about Usain Bolt and what he did on Sunday in the World Athletics Championship in Berlin. He does not really have competitors. He broke the 100m world record and won the world championship finals with great ease.

Before that, however, last Thursday, Puma came out with an amazing idea that will surely bring great results.

Exploiting once again the gesture the athlete perpetuated at the Beijing 2008 Olympic Games (above, in a Puma wallpaper), the company eternalized it in a foam model (below, in the press conference prior to the World Championship).

Making event more with the idea, the company launched a viral campaign (below) in which they “explain” why the foam model was launched: the constant request to repeat the move by everyone. Undoubtedly, the object has the potential to become a hit among the general public and even more with the young audience.

TAM and the Brazilian National Football Team – A Partnership that Took Off

2009-08-04T20:23:00.001-07:00

Previously, I talked about the partnership between TAM, the biggest Brazilian airline, and the Brazilian National Football Team and how the company is using it to generate content for its on board media and to further consolidate its brand.

While writing this post, I am on board one of TAM’s planes and I can attest that the work is, indeed, being very well done. I am, at this moment, watching a mini-documentary of the team’s trip’s behind the scenes. There is also an Youtube channel with this content (watch one of the videos below) and a website with more information about the partnership and the various promotions the company uses to activate it.

On top of this content, TAM also painted the aircraft that took the team do the Confederations Cup (shown in the video above) and that now operates regular flights with football related themes. A clever way of putting regular people in their idols seats. Increasing the interaction, the company is now conducting a campaign to elect the painting of another aircraft, leaving the decision with its consumers (take a look at the options below and/or click here to vote).

Gatorade and Michael Jordan - The Making-of

2009-07-28T19:15:00.001-07:00

The previous post (Gatorade and Michael Jordan – Fair and Beautiful Tribute) making-of:

Thanks to Brian Gainor.

Gatorade and Michael Jordan – Fair and Beautiful Tribute

2009-07-23T19:11:00.001-07:00

Celebrating Michael Jordan’s induction to the Basketball Hall of Fame, Gatorade, one of his partners, has launched a celebratory range of products with pictures of him on the labels.

Moreover, to promote this limited edition, a scene of Jordan playing was reproduced using around 19,000 bottles of the drink (picture below, illuminated during the night).

Gatorade, intelligently, is still taking advantage of its relationship with of one of the biggest sports and sports marketing icons in the world, using another chance to promote its relationship with Jordan, generate spontaneous media and boost sales.

Note: I would like to quote one of MCE Insurance’s executives talking about the company’s British Superbike Championship sponsorship, since it is spot on with my beliefs about sports activation and fits with what I said in the Bridgestone and Formula 1 post: “... we have also launched Club MCE, giving existing and new customers money can’t buy BSB opportunities, such as grid walks, pillion laps and walk the track tutorials with leading riders”.

Burger King and Getafe – Guaranteed Buzz

2009-07-21T17:49:00.001-07:00

Burger King is now Getafe, the top flight Spanish football team, sponsor. And, just like in its communication, the company shows that creativity is a Burger King hallmark.

The company, apart from displaying its logo on the front of the jersey, as it is traditionally done (above), put the image of the King in the inner part of the jersey. Thus, if an athlete celebrates after scoring putting his jersey over his head, like the Brazilian Rivaldo used to do (below), the image of the King will appear (below).

FIFA curbs this kind of celebration, telling referees to give a yellow card to players who do so. Still, I’m positive this will become a fever among fans, or, as told earlier, a guaranteed buzz! I want mine, and it even comes with instructions (below).

Thanks to Fábio Kadow.

Bridgestone and Formula 1/Felipe Massa – No Need to be (so) Creative

2009-07-18T06:50:00.000-07:00

Bridgestone is the official Formula 1 tires supplier and sponsors Felipe Massa, the Brazilian driver current world championship runner-up.

Taking advantage of these relationships the company has launched a promotion that will surely increase sales: every consumer who buy a pair of Bridgestone tires in one of the official retailers will enter a draw to win tickets for the Formula 1 Brazilian GP.

The campaign includes TV ads (below - sorry, it's in Portuguese) and a website (http://www.arquibancadabridgestone.com.br/) in which consumers must activate their coupons and can get more information about the promotion.

Although I don’t like the TV ad and think the campaign could have offered priceless prizes (paddock access or an event with the driver, for example, even in a smaller amount), the promotion will certainly reach good results.

Olympikus and Flamengo – Arriving in Style

2009-07-14T16:03:00.000-07:00

Nike is really a lot more present and exploring better its properties in Brazil. One of the reasons for that is probably the lost of one of the biggest sports properties in Brazil, Flamengo, the Brazilian soccer team with the biggest amount of fans.

Olimpikus, the new club partner, did not take long to start promoting its relationship, what was more than necessary, since the brand is out of soccer for over 20 years and needed to start marking its (new) territory.

Apart from the new uniform launching party (picture above), the company released a new ad promoting the relationship (below). However, in my opinion, the highlight of the campaign is the company’s website (http://www.olympikus.com.br/), in which there are videos with fans, generating an almost instant relationship with the brand, since it makes that particular fan a brand ambassador because it “perpetuates” his passion for the club to the others (not mentioning the very low cost, since, if there was a payment, it was certainly irrelevant) - I´m sorry these videos are not in English.

Nike Federer and Bryant – Taking Advantage of the Opportunity

2009-07-07T19:44:00.000-07:00

A few posts earlier, I talked about Nike being more active in Brazil and how positive it is to the Brazilian sports market.

Today I will talk about two examples of how the company works so well around the world, taking advantage of the various opportunities its many sponsorship deals provide.

The first is the excelent, fun Kobe Bryant and Lebron James Most Valuable Puppets campaign (above the last video, right after the Lakers title) and that led to its own line of products (below). Again showing how sponsorship can (and should) be used to increase revenue.

The other is the tribute to Roger Federer, after the tennis player won his 15th Grand Slam title, becoming the biggest Grand Slam winner. With this quick video, Nike stated that it is not only Federer’s biggest partner, but also of many other top sporting stars (from the past and the present).

GM Camaro and Dale Jr. – Something(s) missing

2009-07-06T09:30:00.000-07:00

Very good post on the Dynamic Sports Marketing blog about a not so good activation: http://dynamicsportsblog.wordpress.com/2009/07/05/dale-jr-endorsement-for-camaro-contest-falls-short/.

Nike in the Brazilian Football – Ownership Attitude

2009-07-02T19:38:00.000-07:00

Nike has got two of the most important properties in Brazilian football: the National Team and Corinthians, the team with the second biggest amount of fans in the country and the biggest amount of fans in the largest Brazilian market (São Paulo).

The most curious fact is that the company is partner of both for quite a long time, but has recently become a lot more active in its activations (or at least it seems like).

Corinthians was the unbeaten regional champion and Nike, among other actions, launched the opportunity ad below, joking with Santos, the finals rival, and its mascot, a fish.

Months later, the Brazilian National Team won the Confederations Cup and Nike did it again, this time joking with the National Team nickname (canarinho*) and the dogs way of marking territory (below).

Now, with the Corinthians victory in the Brazilian Cup Nike releases a motivational video, similar to Barcelona’s in the Champions League final, that was supposedly shown to the players prior to the game (below).

I am very happy to see Nike, a benchmark company in sports activation, being more active in the Brazilian market.

Adidas All Blacks – Titanium & Integrated Cannes 2009 Bronze

2009-06-29T16:19:00.001-07:00

In this post I´ll only say that the Adidas – All Blacks relationship won another prize, this time with “This is not a Jersey” And, just like the post about Nike and the Hong Kong basketball league, I´ll let the image above and video below do the rest.

Viagogo Wimbledon – Boosting Sales and Relationship

2009-06-28T09:51:00.001-07:00

Viagogo, Europe’s leading secondary ticketing company, launched a promotion / challenge that will surely boost its Wimbledon sales and strengthen its relationship with the British people.

All those who bought Wimbledon Men’s Final tickets on Viagogo will receive a 100% refund if Andy Murray becomes the first British to win the tournament in more than 70 years. According to estimates, the company expects to pay out around a million pounds in case that happens. This year the company has seen an increase on sales of more than 300%, which is credited in great part to Murray’s good chances.

Apart from the increase in sales and relationship strengthening with the British public, the proposal has had great repercussion. Considering that Viagogo will only have to pay if Andy Murray wins, the idea is just brilliant!

Nike Hong Kong Basketball – Cannes Design GP Winner

2009-06-24T19:23:00.000-07:00

In this post I’ll only say that this Nike activation for the Hong Kong basketball league won the Cannes Design GP this year. The rest is up to the images above and video below. It’s not necessary to say more; that’s for sure.

Adidas Chelsea – Sports and Social Responsibility Together

2009-06-23T19:41:00.000-07:00

Adidas, Chelsea sponsor and provider, went beyond the sport partnership with the club also supporting the club’s social responsible activities.

Chelsea has a programme (Blue Pitches) which provides free-to-use pitches to incentive young people in west London to participate in grass roots sport. The link with the club is made clear by the colour of the pitches, blue (picture).

To promote this activity, of course, Chelsea used the team players who also took part in some training with the youngsters (video below).

The returns with such activations are diverse (from the social itself to brand image) and Adidas, the main Chelsea partner, is right and smart to be in it.

Subway Baseball – The Strange History of the Prizewinning Homer

2009-06-19T15:05:00.000-07:00

I know that the purpose of this blog, as explained earlier and followed since, is to disseminate the best practices in sports activation. However, this time, I’m going to talk about one that had the potential of being great, generating free media and positive visibility and stimulating other actions, but ended up doing the opposite.

Subway, the American fast-food chain, has got, on the Minnesota Twins stadium, a target that awards a fan with 25 thousand dollars when hit by a ball in home-run hits.

During the game between the Seattle Mariners and the Twins, Ken Griffey Jr., one of the greatest baseball players in history, a Mariners’ athlete, hit a home-run in the Subway target. However, Subway informed that the promotion is only valid for home team players and, therefore, was not going to pay the money.

I don’t know (and I’ve searched for information about it) how, where, etc. the rules of the promotion were disclosed, but regardless, the role thing was not well handled. What was supposed to have great impact ended up generating an awful return.

Please, if any of you has more information about how this history ended, share with us. The blog is opened, of course, for members of the company to clarify the facts, in case they do not reflect the truth.

Guinness Rugby – Taking up a Sport

2009-06-17T12:34:00.000-07:00

Some posts ago I spoke of what Heineken did with UEFA Champions League, using icons of the competition (especially the theme song) to take up the event.

Guinness with Rugby, however, went even further. Through a long partnership with the sport, the brand consolidated deeply in the rugby universe and its fans minds (the video below is part of the 2007 Rugby World Cup activation).

Guinness was able to be so inside rugby that today it’s got a full range of rugby like clothing with its brand for fans (pictures below). Demonstrating, once again, that investment in sport serves as a tool for leveraging revenue, this time through the extension of the brand to new markets.

Ale Rally dos Sertões – Modernizing the Cliché

2009-06-13T08:17:00.000-07:00

Ale, a Brazilian fuel distributor, found a way to renew a cliché activation, but which is still effective.

The company owns the Ale Rally Team and, to promote its participation on the Rally dos Sertões (the biggest rally competition in Brazil), is using the famous strategy of encouraging people to send motivational messages to its athletes. The difference and, why not, the innovation is the use of Twitter.

A simple, cliché, but effective way to leverage engagement and amplify the sponsorship. To access the Ale Team page, click here (unfortunately, it is in Portuguese only).

Nike Brazilian National Team/Ronaldinho – Recalling Great Moments

2009-06-11T20:22:00.001-07:00

Since I’ve talked about Nike in my last post, I’m now going to remember two brilliant activations the brand has done.

The first one is from a series of very fun videos made with the Brazilian national team, in which it shares a bit of the behind the scenes with the general public. The brand used the team very well and made clear its relationship with it, further strengthening the relationship between the team, and therefore the brand, with the Brazilian people. Watch it below.

The second was a spectacular viral that the company created (more than 29 million views) taking advantage of a moment of brilliance from Ronaldinho. The video in which Ronaldinho kicks the ball several times in a row on the post spread through the web in an unbelievable way, generating spontaneous media, an intense discussion about its veracity and content to competitions created by various players. Watch it below.

Nike Canarinho – Branched Sponsorship

2009-06-09T19:08:00.000-07:00

Nike was able, sort of indirectly (maybe not so), to add even more value to its Brazilian National team sponsorship, generating greater involvement with the brand target and increasing revenue.

The company launched the Canarinho Movement (http://www.movimentocanarinho.com.br/), which praises the Brazilian way of being, highlighting some of our people main characteristics, like the swing and irreverence, always referring to football.

Within this movement there are several nuclei ranging from radio stations to art exhibitions. Of course, there is also a whole range of products with the theme, with fun and playful designs (pictures below).

P.S.: Canarinho is a small yellow bird very common in Brazil which happens to be the Brazilian national team nickname.

Jet Blue and the Dodgers – Clever

2009-06-06T10:12:00.000-07:00

On the opening day of the Los Angeles Dodgers, one of the most traditional baseball franchises in the United States, current season, the team and its sponsor Jet Blue had a very clever idea.

In the traditional line-up announcement, instead of the players coming out of the dugout, they came out of the stands. And, for them to descend from there, a ladder just like the ones used by the airline in its aircrafts was placed (picture besides, from www.partnershipactivation.com).

A very creative, simple way to leverage visibility for the partner, while bringing fans closer to their idols.

Timex and Avon Ironman – Turning Sponsorship into Revenue

2009-06-03T19:40:00.000-07:00

Several times, in sponsorship agreements, companies overlook important rights such as brand usage and licensing, which could transform the deals into revenue generators.

This, however, didn’t happen to Timex, that, a long time ago, launched a watch that became an icon in the running and fitness universe, the Timex Ironman (at least in Brazil it went this way). I myself had one, the first model (I unfortunately couldn’t find its pic).

Avon is now following the same path with its Ironman perfume, which, I’m pretty sure, if well advertised to the right public, will achieve great results (the sweat/good smell relationship can be very creatively explored).

Unfortunately, I don’t have any company numbers about these products. If one of you does, please, share with us.

TAM Brazilian Soccer National Team – Reinforcing the Relationship

2009-06-01T07:07:00.000-07:00

TAM, a Brazilian airline company which sponsors the Brazilian soccer national team, in June, took advantage of some of the communication channels it already has with its consumers (its on board TV and magazine “TAM on the clouds”) to reinforce its close relationship with the national team.

In this issue of the magazine, the cover (image below) displays Robinho, his partner Elano and leads to more than 20 pages of content about the team, its players and inside information

The on board TV showcases some of the players talking about soccer, the national team and trip tips in the countries where they live (in my case, I watched Julio Cesar, Inter Milan’s goalkeeper), a simple and playful way to link with the company’s business.

Considering that Brazil will play two World Cup qualifiers games and the Confederations Cup in June, the date couldn’t fit better. With relevant content and entertainment, the company was able to reinforce its position and relationship with one of the biggest Brazilians passions.

Click on the cover below to access the magazine webpage and its content (also available in English).

UEFA Champions League – Making the most of the Opportunity

2009-05-28T14:24:00.000-07:00

Unfortunately, I could not watch the UEFA Champions League final due to professional issues, as should have happened to many others, mainly in Brazil. However, I am sure that few failed to notice the various brands involved in the event.

Reebok, for example, released an opportunity add using two of its players (Henry and Giggs).

Nike made a promotional campaign with Barcelona in which fans could personalize their team kit and, following a promotional mechanic, exchange them with the team's players, the famous priceless prize. The website http://nikefootball.fcbsomosuno.com/ has more information about it.

Adidas All Blacks – Excellence in series

2009-05-25T15:29:00.000-07:00

The relationship between Adidas and the All Blacks, the New Zealand rugby team, is perhaps the best explored by a sponsor. The sports brand has already held numerous activities powering this partnership.

One of the most striking was "Bonded by Blood", in 2006, in the launch of the annual team poster. Adidas, literally, took the athletes’ blood and, of course, after some treatment, used it in the printing of a number of posters that were presented to consumers who purchased a team jersey, leveraging sales, generating buzz and spontaneous media all over the world. It also helped enhance the involvement with the New Zealand people.

More details of this activation, which won several awards at the time, can be seen in the video below.

Red Bull Racing – Simply Amazing

2009-05-22T08:48:00.000-07:00

I believe most people share my belief that Red Bull is one of the companies that best make use of sports as a marketing tool and best activates its properties.

In the activations that can be seen on the videos below, which took place in 2007 and 2008, the company further enhanced this perception. Red Bull took its Formula 1 racing car to the streets of two of the biggest Brazilian cities (São Paulo and Brasília). This had phenomenal impact, generating buzz, spontaneous media, content for web, viral, etc. .. Almost the full package.

The undoubted success can be proven by the continuity of the action. I hope they keep this way.

São Paulo

Brasília

Heineken on Champions League – Marking its Ground

2009-05-19T07:00:00.000-07:00

I believe everyone knows Heineken sponsors UEFA Champions League. It’s very clear, since the brewery is always reinforcing its position. Its ads on the opening and closing of the broadcasts, with the famous lyrics of the start of the games (“These are the Champions”) don’t allow this to pass unnoticed.

UEFA surely agrees with its media partners a preference to sell the broadcast sponsorship to the event sponsors. However, they don’t have to exercise this preference. Therefore, congratulations to Heineken, who does it with a lot of competence, what can be seen on the videos below.

2009-05-16T07:00:00.000-07:00

(David Fuller’s tip: http://www.yachtsponsorship.com/)

This post starts with the picture above following the saying: “a picture says a thousand words”. Hugo Boss, who already uses its sailing sponsorship and its gorgeous images to spread very cool pics and videos through internet (above), this time, innovated. They joined together sailing and wakeboard and generated unique images that are surely being spread on the web.

Photo copyright Mark Lloyd

Nescau Xpression Session – Generating Excitement

2009-05-13T17:03:00.001-07:00

Radical sports are extremely rich in amazing images and moves. Surf, for its scenario, is almost perfect. Nescau, the Brazilian market leader in powdered chocolate, shines in its Super Surf, the Brazilian surf championship, sponsorship.

The brand not only sponsors the event, but “owns” one of the most exciting moments: the Expression Session, a moment in which all the athletes go into the water together and the one who makes the best trick is the winner. The brand dresses the athletes up with its colours (red and yellow) and the excitement takes the public on the beach, who can’t take their eyes off of the sea.

This action generates more exposure for the brand in the event and in the media coverage and provides several extras, like content to the brand website, promotional opportunities, relationship with the spectators on the beach and at home, images for packaging and several others. Of course, the concept of the action aligned with the brand’s concept is essential.

This action was piloted by the brand’s agency (JWT), together with the event promoter (Abril) and, of course, Nestlé marketing and communications teams. I had the pleasure of taking part in the sponsorship activation for the public on the sand (with Aktuell), a case I’ll share with you in a later post.

Take a look at the Nescau Xpression Session in Porto de Galinhas 2008 in the video below. It’s really exciting!

Mic Label – Another simple and effective

2009-05-11T07:33:00.000-07:00

Back to simpler ideas that leverage return, this small label / sticker placed on the top of the microphones during collective interviews guarantees the brand exposure whichever filming angle the TV network chooses. I don’t know who the first to use it was, but it is definitely clever and is being spread. Here you can see it being used by Grêmio and Corinthians. The pics are very small, but it looks good on TV.

Adidas Euro08 - Huge and effective

2009-05-07T15:16:00.000-07:00

In the last post I talked about a simple and effective activation. In this one I’ll remember a not that simple one, but it is one of my favorites. Alright, it’s not that up to date, it happened during Euro 2008, but it’s worth remembering. Adidas, with an image of the goalkeeper Peter Cech in a Vienna Ferris wheel, marked its territory as an event sponsor. Take a look at it in the morning and during the night.

Vivo Franca - Simple and effective

2009-05-06T16:31:00.000-07:00

For several times complaints have been heard that Globo and its channels (the biggest Brazilian media group) jeopardizes sports for not saying or showing sponsor companies names and logos in their spots broadcasts. This is almost common place in any discussion involving sports professionals.

However, as said in the opening post, the objective here is not to discuss this scenario, but to promote the activation best practices that leverage the results of all involved with sport. In this sense, Vivo (a Brazilian Telecom Company) Franca Basketball team, with a way too simple action, increased its brand and its main sponsor exposure.

When the athletes are interviewed by TV reporters in the court, a person positions himself behind him with a portable backdrop, making the brands exposure inevitable. If the idea came from Vivo, congrats. If it came from Franca, congrats as well, once it demonstrates the worries in guaranteeing the return on its partner investment.

Unfortunately, I could not find a video or image showing it. If you have it, please send me. If not, try to take a look at it next time they’re on TV (if you’re away from Brazil, sorry...).

What about you? Have you seen anything like that? What do you think of it?

Opening Post

2009-05-06T16:26:00.000-07:00

Since I was really young, sports have been a passion to me. I’ve always been hungry about consuming sports, be it practicing or following it live or through the media. Later in my life, I decided to join it together with another of my passions, marketing, and ended up working with sports marketing. In all these years dealing with both these passions, I’ve come to realize that one of the biggest mistakes in this market, today, is the lack of sponsorship/partnership activation. This jeopardizes the results of all involved, but mainly sports, which fight for survival.

A lot of companies invest huge sums of money acquiring rights they don’t use, even though they are a powerful and complete tool, which may generate several opportunities within the mix (products launch, sales growth, relationship, endomarketing, etc.). The result is not as good as expected by the sponsor and, in extreme scenarios, there are no results at all, causing rejection to the tool. Of course this is not only the sponsors fault, but of everyone involved in the process (sponsees too, of course!), once the bigger the return each one achieves, the better the event, the bigger the audience, the better the future return, the better the event, the bigger the audience and so on.

This scenario motivated me to create this blog, whose objective is not to discuss the reasons that led to it, but to promote the best practices in the area, and thus be able to contribute somehow to increase sponsor companies’ return on investments in sports and, ultimately, increase sports’ chances of success.

This, of course, is an open space. Please, feel free to contribute. Always!
Thanks a lot and let’s go to the first post,
Guilherme.