How Brands Use Sporting Events to Engage with Customers
Part 3 — Advertising Through Channels
This is part 3 of our 4 article mini-series; we’ll be exploring the ways in which brands use ‘standard’ channels of advertising, although not as costly as sponsoring the event or the sports team itself, this form of advertising still requires a hefty investment from the brand to really reach their audience successfully.
Normal channels of advertising also exist when engaging with the brands’ target audience around a sporting event; these include billboards, Facebook ads, TV commercials, magazines, etc. Promoting the brand through ads on TV when a football match is being aired is one way to reach the brands audience.
Although this form of advertising has been around for a while, it’s becoming more and more costly to advertise your brand during sporting events. At every football stadium there are electronic billboard ad banners which are constantly changing and advertising different brands.
In this case Coca-Cola sponsored the FIFA World Cup and is also using different channels of advertising to support their marketing campaign and brand. However there are other brands which advertise during a football match through these banners and are not directly linked to the team or the event.
