Seeing that logo saves you the suspense: it’s Uniqlo.
To make this short and sweet, there are two reasons.
1) They have good stuff for great prices.
2) They chose the right person to sponsor.
If you recognize Uniqlo’s logo, it’s for one reason: you saw it on Novak Djokovic’s shirt at the Australian Open. While this Japanese company is quite large and relatively well-known, it’s no Forever 21 (US) or Boohoo (UK) or Cotton On (Aus). The only reason I know about it is because I was Googling reasonably priced cashmere sweaters (seriously, for men and women, it’s great stuff). When a company want to sponsor an athlete (or team or league or whatever) they want the most exposure for the least amount of money. In other word, the highest return on investment. Which, from where I’m sitting, they’re getting.
Then, they chose Djokovic and two others to sponsor, who were great choices for a few reasons.
Tennis is an international sport. The four main tennis competitions are the US Open, French Open, Australian Open and Wimbledon (UK). That hits Uniqlo’s main markets. Since they are an Asian company, they are big is Asia and hardly need to invest more there. They hit their largest markets and their European market (second largest after Asian) twice. Perfection.
Tennis supporters would wear Uniqlo. If you’ve seen their clothes, you’ll know they’re for everyone. But I can envision a world where every Open attendee is dressed in Uniqlo garb. It’s nice stuff. My shopping cart on their site has a cashmere sweater and a raincoat (because it was raining the night of the men’s final and I decided I needed a new one – of course I checked Uniqlo first).
Djokovic is awesome. He’s number one in the world. He’s played the most games, which means he’s had the most time on TV and the most exposure. Photos like this one (not the logo!) will be running for at least a year which means their logo will be around for at least a year. Seriously, if you only sponsor one guy, then this was the one. Plus, he’s a great guy. He’s never in trouble with the law or drugs or ladies which means their brand is never associated with a negative image. And have you seen his girlfriend? Gorgeous. I need the name and number of her colorist. Uniqlo should sponsor her.
They have the right supporting sponsorships. The only other athletes they sponsor (from what I can find) are two Japanese players, Ken Nishikori and Shingo Kuneida. That’s mainly because they’re a Japanese company – they’ve gotta sponsor Japanese athletes. It’s good form.
It’s really that simple. I am now in awe of their business making decisions. Uniqlo: you are my next case study.
Can someone tell me if there are any other brands that are as effective?