RIGHTS HOLDERS & CLUBS

In these volatile times, how a brand acts (or doesn’t act) has the potential to be long remembered by consumers. Getting it right has never been more important.

Nike were one of the first brands off the mark as it maximised its global reach (+ army athletes) to spread the simple message of staying inside and ‘Playing for the World’ A great example of how simple marketing and clever copywriting can make a huge impact.

Some sports and fitness brands have acted quickly to make their products more widely available (+ free) during the global lockdown. Fitbit introduced a 90-day free trial of its Premium service to aid those who are self-isolating to stay fit, while HomeCourt, the ‘Zoom of Basketball’ and winner of the 2019 SportTechie Award, has been made free for all users.

Brands have also helped play their part in practical coronavirus relief with sports manufacturers Under Armour and Fanatics, who make official jerseys for all major American leagues, pivoting to making medical masks and gowns for hospital workers out of their unused stock.

INEOS, who we partnered with for the INEOS 1:59 Challenge last year, and who own Team INEOS cycling and INEOS Team UK sailing teams, transformed their factories over a 10 day period and pledged to produce millions of units of hand sanitiser.