SINGAPORE FESTIVAL OF FOOTBALL: JUMPING ON THE FOOTBALL FRENZY

Image Credits: The Straits Times, Yahoo!, AIA,Tiger Beer

The Singapore Festival of Football hosted friendly matches with top teams like Bayern Munich, Liverpool and Tottenham Hotspur over the past two weeks. The festival was wellreceived, with over 49,983 spectators at the final match.

Marketers and brands did not let this high-visibility event go to waste. From engaging celebrity football players as brand ambassadors to sponsorships and promotions, retailers have reported a boost in sales of up to 50%.

A large-scale sporting event may seem to only reach a niche segment of audiences, but when we look at them through a human lens, we can find opportunity and relevance for brands across categories.

Some of the notable collaborations include AIA appointing Spurs’ Son Heung-min as their first Singapore brand ambassador, and CDG Zig being the official transportation partner for the event.

Some ways-in to work with sporting events:

• Sponsorship /ambassadorship: Aligning brand values with the spirit and attitudes of sportsmen to enhance brand image

• Event partner: Being present and solving a functional need at the event to increase brand awareness and boost sales

• Consumption occasion: Tap on the consumption occasion for fans watching the match at home or in pubs