Does sponsorship lead to increased revenue? That’s the golden question isn’t it?
I’ve just become enthralled with marketing and sponsorship, especially with all that talk about putting company logos on NBA jerseys (ick, NO). In my mind, it makes no sense. Why would you pay that much money for such limited exposure? Will it really sway viewers into buying your product? I don’t think so. Or at least, I didn’t think so. In theory, it makes sense – the more people see your brand, the more interested they will become. Then, after checking it out the company can close the deal. But does it really work? Part of me says, “Obviously, they would spend so much money on sponsorship if it didn’t.” But until last week, my general belief was, “Nah – it’s never worked on me. What are the chances it works on anyone else?”
I would like to think I’m above it all. I would like to think that sponsors and advertising have no effect on me. But let’s be honest – they really, REALLY do and I didn’t notice it until recently.
For starters… I will only buy Nikes. Since I have started buying my own shoes, I have never purchased a pair of Adidas or Reeboks or… anything else. I guess I did buy Sauconys once, but they were, like, 80% off. They were practically giving them away. Why do I only buy Nikes, you ask? Because they sponsor EVERYONE. Not only that, but their biggest affiliation is with Michael Jordan. Even though Michael Jordan is an ass (sorry for cursing, Mother) I do adore him. And I fully support those who support Michael. I also only buy Hanes tagless white tees, in case you were interested.
Fast food works the same way. When I need something greasy… I do NOT turn to McDonalds like the rest of the world. Hungry Jacks is my go-to joint, because they are a premiere AFL sponsor. And this commercial (and this one, too) are also pretty awesome. It also doesn’t hurt that they have onion rings. God, I love onion rings.
And my bank? Oh, this is a good story. When I was a kid, my mom opened a bank account for me at the local Hawaii Credit Union. When I went to school on the East coast, I needed a local bank to deposit my paychecks. Which bank did I choose? TD Banknorth. One guess why. YES. THAT’S RIGHT. They have the stadium naming rights to the Boston Celtics (and, an added bonus, the Boston Bruins). Now, even thought I left the Massachusetts over a year ago, I still have that bank account. Is it convenient? NO. It it troublesome to have a bank account in another country? YES. But I won’t close it. I am a loyal customer, for crying out loud.
This can work the other way, and Pepsi is my major example. I will not buy Pepsi ANYTHING. No Pepsi products. I hate it when I buy something and later find out it’s part of the Pepsi Brand. UGH. Ruins my day. I refuse to buy these products because Pepsi sponsors the New York Yankees and I cannot stand the Yankees.
Same goes for Staples, Inc who own the stadium rights to the LA Lakers (archrivals of my beloved Celtics). I won’t shop at Staples. OfficeMax and OfficeDepot – you are my main squeezes. I can’t support a company who supports stupidity. Did I just get a little too personal there? Sorry about that…
When I’m trying to figure out whether or not sponsorship helps, I have come to a certain conclusion: sometimes. Deep, right? I know. As much it can help, it can also hurt your brand when they are associated with the wrong person or team (Tiger Woods fiasco, anyone?) especially of fans are like me – passionate and loyal. Or maybe I’m just a little crazy. Whatever you think.