WHITE OUT CONDITIONS AT THE 105THGREY CUP HINDER SPONSORSHIP VISIBILITY
All eyes may have been on the game Sunday night, but they certainly weren’t seeing all the logos that paying sponsors intended, as an unexpected snowfall covered the field – the most coveted branding real estate for the CFL Grey Cup. According to data analysis run by our SPOT tool that assesses and values on-screen logo and branding visibility, some major sponsors didn’t get what they paid for.
Formula E was launched in 2014 as the world’s first electric street racing series, attracting attention from traditional manufacturers like Audi, Renault and Jaguar, as well as curiosity from many former Formula 1 drivers. With the overall aging of motorsports audiences, Formula E provided a fresh opportunity to gain new audiences for the sport as a whole, and as with the launch of any new series, there was tremendous potential for innovation without any red tape, pre-existing agreements or politics.
Many brands still limit their sponsorship programs to promotional or tactical activations. They focus solely on the experiential side of things instead of having a program that uses many channels and dedicated messages to communicate the associations between the brands.
Don’t get us wrong. Experiential tactics serve a purpose and can be a lot of fun. But investing in an effective overall sponsorship program is another beast entirely.