I have never really understood the value of soccer jersey sponsoring. It's gotta be a "we-have-too-much-money-and-don't-know-what-to-do-with-it" phenomena.
My team Coventry city FC are sponsored by an Irish betting company, as are a lot of UK Championship and some premier league teams. I hate that and won't be buying replica shirt...
I wanted to jokingly quote this and say something silly like “My sincerest condolences” - but I realised I haven’t paid attention to the English leagues in a while. Just checked now and it looks like Coventry have sort of recovered and are back on track! After some pretty woeful times that’s very good to see, I have a soft spot for them as I had a friend at uni who was a supporter :-)
I think the Championship (the one below the premier league) is a lot more fun and local. The problem with european professional football is that it is rapidly losing its identity. The oligarch owned teams have players from all over he world and the location of the home stadiums are increasingly meaningless.
Coventry City came close to promotion to the prem last season but I actually dread to think if they would survive a first season despite the huge money involved and how the team's local identity might change...
Man you're preaching to the choir there :) My team - Aberdeen - were once a formidable force in European football, but due to the big leagues swimming in money there is absolutely no chance of that being repeated for us. Only way would be if for some reason some mystery rich guys took interest in Scottish football, but we're extremely wary of that, and rightly so IMO. Dundee, Hearts, Gretna have experienced the thrills of big money flowing in, and the sudden heartache of it suddenly disappearing. Even Celtic and Rangers are struggling - Rangers reached the Europa League final this year but only by repeating the reckless spending that got them into financial trouble a few years back. At least by being a large-ish team on the English pyramid there's a remote chance you'll have the resources and capability to compete at the very top level at some point, so there's hope for you yet!
And there's no shame in ping-ponging up and down between the Premiership and the Championship a few times - just look at Norwich :) Main thing is that Coventry have turned a corner.
Fulham (who I saw City beat 1-3 at Craven Cottage in April) and Norwich make a lot of money being promoted and relegated (parachute payments etc) it's a weird glich in the footie matrix..
I never understood why Pirelli was Inter Milan's sponsor for more than 2 decades. I always thought to myself: What's the return of investment there?
But then I realized I only know Pirelli because of that sponsorship.
Now I have never bought a tyre in my entire life and I couldn't care less about tyres but as far as brand recognition is considered that investment has worked.
My car came with higher end perellis. Was not that impressed by them, but could be my bad luck.
After hitting a fairly big pot hole, it caused a major bubble to form on the side of the rubber. Switched them out for Michelin and haven't had an issue 2 sets later
What's the problem? Just do a pit stop, get the wheels changed in 2.5s and get back on the street in no time. The other drivers have to come in as well.
I have no citation for this, but it seems like Michelin guides started off as advertising (to get people driving in France during early adoption of cars) but is probably now a separate (presumably profitable) business.
There is no such thing as "objectively ugly". Aesthetics are, by their very nature, subjective.
Just did an image search, and while I wouldn't drive a Bugatti (I'm not that kind of person), I think they look... fine?
And not sure what axe you have to grind with Patek Phillipe (or their wearers), but I also did an image search for those, and I don't really get your rage here. Most of the watches that came up seem pretty toned-down, and don't scream "look at me I'm so rich" or whatever.
Its weird. I am European, and I am in love with the aesthetic of Corvette (American). Never met any European who likes Corvette. Where do I know it from? Test Drive, some PC game in the very early 90s. I grew up with parents owning a sub-top brand sports car. Anyway, some brands are just unreachable. Ferrari, Lamborghini, and... Bugatti. As the saying goes: Porsche is for those who cannot afford these. I have people in my family who owned a Porsche, and who own a Tesla. They, like the sports cars my parents owned, are cool cars, each with their pros and cons.
Actually I only know the latter, not the former, and no. However, the point was that if the advertisement does not incline me to buy because of the sheer absurdity of its location and timing then it doesn't work. Shotgunning ad dollars at random shit and hoping it works is how we get spam.
you are getting downvoted but i learned something from your comment
I dont think you can judge all Ad ROI on thr basis of pure unit purchases. I'd argue the key metric is gross dollars.
Why? Because if an ad campaign by bugatti elevated the price point bt which existing customers buy, just based on perception of nonbuying customers... Then that is a success
The only way that could be valid is if the price one was willing to pay was positively influenced by nonbuyers, i.e. even if someone else doesn't want to buy it they regard it as some manner of status symbol and, therefore, influence you to pay a higher price for it. I do not regard a bugatti as such, but your mileage may vary.
So I vaguely recognise the brand, probably because of this sort of thing, but until this moment I had no idea they made tires. If you’d pressed me I’d probably have said beer, though I now realise I’m thinking of Peroni.
So maybe not _terribly_ effective brand advertising, then.
This. When you get the call saying you need new tyres and they list 2 brands you’ve never heard of and Pirelli there’s a greater chance you’ll pay the premium over an unknown.
I had a similar reaction when redoing our kitchen. The chap listed some meaningless flooring brands to me. Except one of them was Quick-Step…
“Like the pro cycling team?!” says I like a big kid.
Guess what we walk on in our kitchen now?
Plus I get to tell all my cycling buddies whenever they come round for the first time.
Same goes for silicone window sealant. The brands mean nothing to an amateur like me but when I see Soudal brand at the store I think of the cycling team and so that’s the brand I buy.
Pirelli one actually makes a lot of sense not for the general consumer, but for cross recognition with F1.
The solely owned the F1 contract via regulation. Brand recognition is an ambiguous yet important way to maintain that. The bigwigs who help build the regulations of F1, you have to believe a number of them watch football.
> all 10 companies underperformed. That’s compelling, but not quite statistically significant.
I would say at a rate of 10/10, those results don’t need statistics to be considered significant, the only issue is the sample size could be larger. Am I missing something? Or is the author conflating significance with confidence?
Either your company has to be prove it’s a ‘big name’ to grow further (for instance your biggest competitor is Google or ebay) and it’s a way to show you’re strong enough to do that kind of thing. It’s the big version of your sales people driving Lexus to their client meetings.
Either you’ve reached a strong position but people have no recognition for it and still see you as some also-ran. It’s a way to throw money at the problem.
Not sure about the value in the top leagues, but in second tier leagues it’s very much a local thing. Often the local bank will be the main sponsor, and the big employers in town will be lower tier sponsors. Often it’s part of a package which includes a VIP box, sponsorship dinners with the club and so on. Difficult to calculate the ROI, but the bank/company can “brag” that they support the local club (and often they also sponsor childrens sport and other activities as well) and use that in advertisement. It’s about making an impression of local belonging. And sometimes it’s just the owner being a fan.
Like almost all traditional advertising, it's just about name/brand recognition. Almost nobody sees a geico ad and decides to go out and buy car insurance, so if direct sales lift was the objective, advertising is clearly a losing proposition. However, when someone decides they need insurance, there are probably a couple of companies whose names already stand out in their head, and that is when the advertising investment pays off.
I have a great Dreamcast jersey from this era. It was less me knowing about Dreamcast and more me getting the jersey because even though I know nothing about football, I recognized the name.
Speaking of tech, Google is a sponsor for Mclaren F1 team. The Mclaren Cars this year runs with a roundel similar to Chrome logo on their wheels.
Cognizant is also a major sponser for another team, Aston Martin.
Oracle is the principal sponsor of Red Bull racing. Oracle reportedly paid $500 million for that deal.
I remember Panasonic being prominent sponsors of the Toyota team. Compaq were on the Williams cars, I think one of the first teams to replace cigarette sponsorship with a tech company
Speaking of Oracle, their so-called "match insights" (https://www.premierleague.com/news/2210969) is the crappiest addition to EPL. It gives the impression that either Oracle doesn't understand football, or Oracle Cloud is a bad technolgy.
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[ 4.0 ms ] story [ 147 ms ] threadI wanted to jokingly quote this and say something silly like “My sincerest condolences” - but I realised I haven’t paid attention to the English leagues in a while. Just checked now and it looks like Coventry have sort of recovered and are back on track! After some pretty woeful times that’s very good to see, I have a soft spot for them as I had a friend at uni who was a supporter :-)
Coventry City came close to promotion to the prem last season but I actually dread to think if they would survive a first season despite the huge money involved and how the team's local identity might change...
And there's no shame in ping-ponging up and down between the Premiership and the Championship a few times - just look at Norwich :) Main thing is that Coventry have turned a corner.
But then I realized I only know Pirelli because of that sponsorship.
Now I have never bought a tyre in my entire life and I couldn't care less about tyres but as far as brand recognition is considered that investment has worked.
After hitting a fairly big pot hole, it caused a major bubble to form on the side of the rubber. Switched them out for Michelin and haven't had an issue 2 sets later
Brand failure? I think so.
My Michelin's are fine and grip effectively.
1 Michelin Star = worth stopping for
2 Stars = worth a detour
3 Stars = worth a trip just to eat there
That’s not how objectivity works, buddy.
Just did an image search, and while I wouldn't drive a Bugatti (I'm not that kind of person), I think they look... fine?
And not sure what axe you have to grind with Patek Phillipe (or their wearers), but I also did an image search for those, and I don't really get your rage here. Most of the watches that came up seem pretty toned-down, and don't scream "look at me I'm so rich" or whatever.
I dont think you can judge all Ad ROI on thr basis of pure unit purchases. I'd argue the key metric is gross dollars.
Why? Because if an ad campaign by bugatti elevated the price point bt which existing customers buy, just based on perception of nonbuying customers... Then that is a success
So maybe not _terribly_ effective brand advertising, then.
I had a similar reaction when redoing our kitchen. The chap listed some meaningless flooring brands to me. Except one of them was Quick-Step…
“Like the pro cycling team?!” says I like a big kid.
Guess what we walk on in our kitchen now?
Plus I get to tell all my cycling buddies whenever they come round for the first time.
Same goes for silicone window sealant. The brands mean nothing to an amateur like me but when I see Soudal brand at the store I think of the cycling team and so that’s the brand I buy.
real estate -> now Prelios
electric and fibre cables -> now Prysmian
coated steel cables -> then sold to Bekaert
glasses and optical systems -> then sold to Corning and Cisco
Nowadays the focus is on tyres and the property is essentially Chinese (Chemchina).
In the mentioned years they also made broadband (ADSL) modem/routers, clothing, design glasses, and what not.
The solely owned the F1 contract via regulation. Brand recognition is an ambiguous yet important way to maintain that. The bigwigs who help build the regulations of F1, you have to believe a number of them watch football.
https://en.wikipedia.org/wiki/Pirelli_Calendar
It is sponsoring the older home town team.
Do you think cosmic rays could have flipped that least important bit in my comment?
Are you questioning the value of all impression based marketing?
I would say at a rate of 10/10, those results don’t need statistics to be considered significant, the only issue is the sample size could be larger. Am I missing something? Or is the author conflating significance with confidence?
Either you’ve reached a strong position but people have no recognition for it and still see you as some also-ran. It’s a way to throw money at the problem.
https://www.3retro.com/brand/score-draw/bayern-munich/
It shows some weird value of these things. What other advertisement would people pay GBP 25 for almost 40 years later?
I don't think that article (nor the one in the submission) claims that this is a recent phenomenon.
Oracle is the principal sponsor of Red Bull racing. Oracle reportedly paid $500 million for that deal.
Huh I would have thought the principal sponsor of Red Bull racing would be... Red Bull? Isn't that point of a naming sponsorship?
https://cdn.prod.www.spiegel.de/images/4a6ca31a-287e-4e94-85...