Sponsorship – are people taking notice
Congratulations to the RaboDirect Rebels for their win at the final game of the 2013 Super Rugby season last Friday night, it was a great end to the season for the guys with a win over the Highlanders.
As it was the final game at Melbourne’s AAMI Park for the team, it was also the last of our onsite Sponsor Activations for RaboDirect for the year. The Sponsor activations throughout the 2012 and 2013 seasons have been extremely well received by both RaboDirect customers and Rebels fans. The RaboDirect marquee and branded car located on the concourse at AAMI Park has become a key meeting point for many fans and customers and with our corporate hosts and promotional staff greeting the crowds at each game and giving away promotional material to help support and cheer on the team and ensure that the brand cannot be missed when at an AAMI Park game!
Brand recognition is certainly extremely high for RaboDirect who have now been the Principal Partner of the Rebels since their inception, with The Main Event being the Event Activation Agency for the past two seasons. The events that have taken place with RaboDirect really are a testament to how a brand can make a difference in more ways than one when becoming a partner with a sporting organisation.
We all know there are many brands all over the world that sponsor events, sporting or otherwise, and are not necessarily leveraging these relationships as much as they possibly could. From researching a number of big and small brands and observing what the innovative and proactive brands are doing, we really can notice that events and activations that engage the audience and really make the audience take notice and engage emotionally are key.
Take notice next time you are at a sporting event specifically, what are the brands doing that make you take notice? What is happening to make you engage with them? Is anything actually happening and do you think the sponsorship is really getting their brand message out?
Even think of your own business or the company you work for, what do you/they do to engage with an audience? How could this be done differently……… We would love to hear your thought via our Social Media Pages.