Is it value sponsoring the World Cup or occasions like that?
Let’s start with a definitive answer: it depends.
Imagine the amount of emotion associated with a brand when Brazil scores (scored) a goal and won a game. And imagine the association with the sadness that sponsor feels when we leave the World Cup.
Causes and Exposure
Let’s establish two reasons for sponsoring something: association with a cause, defense of a value, of a position. And exposure of the sponsoring brand, expansion of its dimension as a brand.
There are many factors involved in sponsorship, be it an event or some other action. The brand now has exposure associated with the theme it chose to support. In the case of institutional stocks, the risk is small. But even so, it exists: causes that seemed noble at the beginning turn out to be ugly, so to speak, or misunderstood. More: the associated/sponsored institution or its directors may end up getting involved in some unpleasant situation.
But it’s rare.
On the other hand, when a sport is sponsored, the risks of a positive association becoming negative are greater. Easy example: sponsor a football team.
Even before the ball starts rolling, the sponsoring brand gains supporters of opposing teams as “enemies”. There’s always someone giving the brilliant idea of sponsoring several or all teams. Cool. It will cost a fortune. And it will dissolve the “cause and value” component of the sponsorship, leaving – no less important, but eventually smaller – brand exposure.
Let’s see: part of the reason for sponsoring a team has just been offside…
In joy and in sadness
Taking everything out of the way and overcoming fears, let’s sleep easy with the decision to sponsor a team, a team. Whatever sport. Each time there is victory, the brand will be associated with all the best! The brand pays for the party, so to speak, it is part of it, wherever there is a fan.
The opposite is true: association with disappointment. But still with something good: the brand is with that team even in a difficult moment.
Boundary to Disappointment
The point is that when the fan is upset with the team, with the event, the association with a brand does not even bring the aspect “in joy and in sadness”. The fan who forgets all that.
This is the case of the World Cup, for example. It’s not a question of the brand being together. It is a matter of everything concerning the event having to be erased and the bitter memory dissolved. The problem is precisely this: many times the sponsor wants to continue exploring the situation and does not get organized to change the theme or – at least – change the material after a defeat. Or after the definitive defeat in that event. It is better to distance yourself from that situation and deactivate the memories. Game over.
I’m glad I didn’t buy a shirt for the World Cup. What would it be like to face her in the closet every day?
If you want to comment, question, praise (hopefully!), talk about your experience on the subject, contact me via email firstname.lastname@example.org