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Marketing and Sponsorship

EPL Advertisers Launch Year-Long Media Plans Ahead Of '14-15 Season

The upcoming Premier League season will see marketers "picking up where their World Cup strategies left off and building sponsorships around year-long media plans," according to Sebastian Joseph of MARKETING WEEK. Whereas "previous efforts would have been separate to wider advertising campaigns, brands are uniting smart media planning, customer insights and daring creative ideas to exploit those moments of influence that will have the most impact on football fans." For Subway, the approach aims to "influence attitudes and perceptions towards its health and wellbeing positioning." Subway is working with Liverpool to "create a road map of reactive posts, videos and promotions that fit into its wider, annual advertising calendar." Carlsberg is "building a hub, developed in partnership with The Marketing Store, that tracks potential viral content from football fans to amplify across its own channels." It comes as Carlsberg "shifts more of its global marketing budget from TV to social content." Carlsberg UK Dir of Brands & Insight David Scott said, "If you're buying TV then that's money committed two months before the consumer sees it and it's tied up. The key thing for us is keeping money back and having a tactical budget so that when we see something that's trending then we can put more money behind it to amplify out to the masses." In a "marked shift from previous years, Puma is turning to real-time, digital interactions to push a more dynamic positioning throughout the Premier League season." Puma has built a "complex marketing programme" to "spearhead the charge, relying on a blend of media partnerships, PR, social media and POS to drive engagement around reactive content." James Hough, managing director of MediaCom Sport, which is working with Subway to "develop its Liverpool FC sponsorship strategy," said, "You've got to work harder to make fans feel like they are involved in the experience you're promoting" (MARKETING WEEK, 8/11).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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