Wednesday, August 4, 2010

Coke, P&G Find Consistency Wins Out for Global Sports Platforms

NEW YORK ( -- Pricey sports sponsorships are often described as a casualty of the digital revolution. Why write a nine-figure check to be an official partner of the FIFA World Cup or the Olympics when a well-executed web video such as Nike's "Write the Future" can score 20 million online views or associate a non-sponsor more strongly with an event than the companies that paid for the affiliation?

Increasingly, mega-marketers are finding that the best way to make such sponsorships worth their considerable cost -- and fend off well-executed ambush attempts -- is to connect every activity related to the sponsorship to one big idea.

That approach paid off handsomely for global marketers such as Procter & Gamble, Coca-Cola and Visa. Executives say that for brands such as these, tightly aligning all their activation for a sponsorship under a theme that reinforces their brand message pays significant dividends for them and limits opportunities for competitors.

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