This year sees some of the biggest sporting events take place on the global calendar, and we're gearing up for a summer of sports.
UEFA EURO 2024 is just around the corner, with matches starting on June 14th. GCC has always been passionate about football, but from Newcastle United FC to his 2034 FIFA World Cup, investment from Saudi Arabia is on the rise.
As if that wasn't enough, the quadrennial major sporting event cycle also hosts the Paris Olympic and Paralympic Games. Get ready to see brand activation in a variety of areas, including product promotions, digital and social advertising, and more.
In full disclosure, Coca-Cola is the official global partner for all of these events, so some of that branding will definitely be ours, such as the KSA promotion with the chance to watch the Euros live in Germany. Masu.
While these major sporting competitions and other events are driving a meteoric rise in sports marketing, I believe there are two major trends that will impact brands' strategies and approaches. The first is localization and the second is inclusivity.
Both of these trends are heavily influenced by technology, which makes it easier than ever to reach out and engage with people, which in turn drives engagement like never before.
From geo-targeting, to content creation using AI, to leveraging digitally-driven consumer behavior, technology allows us to identify specific games, either before, during or after a game. of consumers. This means you can always get their attention. At the right moment, in the right situation.
short sports
Today, when it comes to sports, fan bases are rapidly changing in favor of shorter, more consumable content. In cricket, for example, T20 has overtaken his 50-over matches.
While Gen Z may not have the patience to watch a full game, they consume sports content outside of games, and they consume content all the time. Brands need to understand that the relationship between people and sport is evolving, and as marketers we need to rapidly evolve how we create experiences.
think about local
Thinking local is more important than ever, especially for global brands. It means understanding your audience, listening to their passions, and aligning with their interests.
That's why we are currently running a huge campaign where you can win tickets to the ICC Men's T20 World Cup final or India vs Pakistan on June 9th. In fact, our On Pack His campaign guarantees that everyone who buys a Coke and participates in the promotion is a winner.
This leads to the other big trend I mentioned earlier: inclusion. It's about understanding that passion for sports is no longer limited to the typical male consumer of the past, and that sports stars themselves are no longer monolithic.
Not only are more women watching different sports, but there is also a growing interest in female teams, players, and athletes.
Nowhere was this more evident than at last year's FIFA Women's World Cup. The stadium was filled with young female fans, eager to get their hands on replica kits.
But women's sports aren't just for women; they're now officially big business. Deloitte predicts that women's elite sports will generate more than $1 billion in revenue this year. This is a whopping 300% increase compared to 2021.
Inclusiveness also means that sports marketing opportunities go far beyond the traditional big five of cricket, football, tennis, golf and basketball.
With each Olympic edition, not only more sports are added, but we also see new sports heroes capture hearts around the world. Think of Syrian refugee swimmers Sara Mardini and Yusra Mardini, or Eric “The Eel” Moussambani of Equatorial Guinea. .
So across these major events this summer, and across sports marketing for FMCG brands, we're focusing on two things. It's about connecting emotionally with consumers through a shared love of sports and finding opportunities to use our products in sports rituals. – In our case, it’s for consumption while watching.
It could be at the stadium, huddled around the TV at home, or at a cafe with friends and fellow fans.
Because these events are responsible for the moments we remember for the rest of our lives, and associating your brand with these memories creates an intangible bond.
Written by Tarun Sabrok Senior Marketing Director, Middle East, The Coca-Cola Company
