Long-term approach to World Cup a must

Your news story announcing that “World Cup sponsorship deals fail to register with UK consumers” is not surprising (MW May 25).

The World Cup highlights a classic marketing error whereby every brand under the sun jumps on a major event and markets the hell out of it with little thought and consideration as to whether it fits into their long-term strategic brand vision.

Unless football plays a part in a brand’s overall strategy, what is it doing associating itself with the World Cup?

An example of how it can work is Adidas, which for two years has had more than 100 people working on its official sponsorship programme. It has successfully integrated its sponsorship equity through all of its communications in the build-up to Germany, with a degree of success.

Many consumers are already tired with World Cup promotions even before the tournament has kicked off. The brands that will emerge as winners will be those that used the sponsorship equity as part of a long-term communications strategy.

Hugh Robertson

Managing director

RPM

London W12

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