Organised sports and competitions are an integral part of human civilisation. From the time of the earliest Olympics, men, women, and children went crazy over these events. Every four years, spectators lauded the glorious athletes, named parts of the Citadel after them, wrote elaborate odes, and commissioned them with work and fame.
World championships continue to be an excellent opportunity for brands and sponsors to increase their visibility. With the 2023 Rugby World Cup (RWC) halfway here, fans are gearing up for supporting their home teams with branded cheap personalised t-shirts, official RWC 2023 merchandise. And so are sponsors and ambassadors.
While the age has changed, these shows of affection and frenzy did not. What happened in ancient Greece three thousand years back is still the norm with modern sporting events. Here's a roundup of 3 important lessons in brand merchandising and sports marketing that you must know.
- When in Rome, do as Romans do (Or as Japanese do)!
Japan offered a unique set of challenges for advertisers during RWC 2019. While it is one of the most technologically developed and self-sufficient nations in the world, many global trends do not resonate well with the natives.
Brands that were successful in booking profits from the event all had one thing in common – they adapted well to the Japanese way of life. Thus, the first lesson in merchandising is the ability to adjust to fit the local context.
- Find the Human Angle in your Brand's Voice
It is a human tendency to like objects that remind them of other living, talking humans. In the 2015 RWC, Duracell aced its branding game when it repositioned its proprietary PowerCheck Technology into the tournament's framework. If you have ever used a Duracell battery, you are familiar with this technology that allows users to track the strength and power of the cell.
In an effort to humanise their brand and book huge profits, Duracell made Sam Warburton, captain of Wales and British Lions, their brand ambassador and instantly got a brand visibility push.
So, the second lesson in brand awareness from RWC championships is to find a humanised voice for your brand so that people can instantly connect with it.
- Inspire People with the Power of Good Storytelling
The 2015 Rugby World Cup had many amazing brands and sponsors who showed exceptional out-of-the-box thinking in their campaigns. Land Rover, the beloved car brand from England, stole the show by making ‘from local to global' their key messaging. They did a series of inspiring videos with 96 young and inspiring rugby players from 11 amateur rugby teams.
An inspiring and relatable storyline and impactful delivery helped Land Rover maximise its brand awareness during the campaign period.
Thus, the third lesson in branding is to look for the perfect brand story, no-frills and all!
Summing Up
Rugby is one of the most popular group sports and has a viewership of more than 390 million. World championships like the Rugby World Cup are a golden ticket for companies to enhance their brand visibility. Here's hoping these three lessons will help you plan your upcoming brand awareness campaigns better.
