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SBD Global/June 11, 2012/Marketing and Sponsorship
Pepsi, Wasserman Media Group Work On Global Sports Framework
Published June 11, 2012
HOW IT WORKS: Pepsi's new sports toolkit asks questions of local company executives and then makes local market recommendations. It asks marketers whether their brands are "known, liked or loved" locally, and suggests ways to move them from "known" to "liked" or "loved." It also recommends appropriate rights fees and activation asset levels. Early on, there are a few success stories. Storms said that when the framework was applied to a soccer sponsorship in the Middle East, "it completely changed the valuation of the property and the assets we were seeking to support it." Answers provided to a common question about whether it is more efficient to buy a league rights deal or a network of team deals resulted in the Pepsi marketing group in Russia paying half of what it had budgeted for those rights. Hossam Dabbous, marketing director for Pepsi's snack-food business in the Middle East and Northern Africa, said the process has added discipline to sponsorship marketing. "This has given us a structure to work from and helped us select sponsorships and activation more scientifically," Dabbous said. "We can make better, more efficient sports sponsorship decisions at the right prices." Since various markets are now sharing information via Pepsi's online sports marketing toolkit, that's also helped disparate markets share best practices, like the unique way Pepsi marketers in India combined soccer and cricket in a campaign. The promise of a back end system that can provide ROI measures will be the final part of the project. "The challenge was to apply a consistent global sports framework to drive growth," Wasserman Media Group Consulting co-President Elizabeth Lindsey said. "This is something that focuses on what a sponsorship is really delivering all over the world, which is no easy thing to accomplish."