Sponsorship is a powerful tool for brands looking to enhance their visibility, connect with a target audience, and reinforce their positioning in the market. In New Zealand, major sporting events like the 2024 America’s Cup provide an unparalleled opportunity for brands to achieve these goals. This blog explores how businesses can effectively market through sponsorship, using the 2024 America’s Cup as a case study.
The Power of Sponsorship in New Zealand
Sponsorship allows brands to align themselves with popular events, gaining exposure and creating a positive association with the event’s values. In New Zealand, where sporting culture is deeply ingrained, sponsoring a major event like the America’s Cup can significantly amplify brand awareness. The country’s passion for sports, coupled with the global interest in the America’s Cup, presents a unique platform for brands to reach both local and international audiences.
Case Study: 2024 America’s Cup
The 2024 America’s Cup is not just a sailing competition; it’s a global spectacle with a rich history and a massive following. This year, the event is particularly significant as Emirates Team New Zealand defends the Auld Mug in Barcelona. The extensive media coverage provided by Stuff Group and Warner Bros. Discovery (WBD) ensures that the races are live and free-to-air across New Zealand, offering sponsors unprecedented visibility.
Key Sponsorship Opportunities:
- Media Partnership Sponsorship: The partnership between Stuff and WBD, along with Emirates Team New Zealand, is a strategic move that highlights the importance of media partnerships in sports sponsorship. By being part of this partnership, brands can leverage the comprehensive, multi-platform coverage to reach a broad audience. This includes live broadcasts, replays, and on-demand content accessible via mobile phones, laptops, and TV screens.
- Event Sponsorship: Brands sponsoring the America’s Cup gain visibility through various channels, from on-site branding to digital content integration. The event’s schedule, including the Louis Vuitton Preliminary Regatta, the Louis Vuitton Cup Challenger Series, and the Unicredit Youth America’s Cup, offers multiple touchpoints for sponsors to engage with the audience.
- Digital and Social Media Activation: With Stuff’s commitment to delivering extensive online coverage, sponsors can also benefit from digital and social media activations. This includes sponsored content, social media campaigns, and banner ads that complement the live coverage, ensuring consistent brand presence across platforms.
Why the 2024 America’s Cup is a Prime Sponsorship Opportunity:
- Massive Audience Reach: The America’s Cup has a global following, but it resonates deeply with New Zealanders. The live and free-to-air coverage ensures that the event reaches a wide audience, making it a prime opportunity for sponsors looking to enhance brand visibility.
- Strong Brand Association: Aligning with a prestigious event like the America’s Cup can elevate a brand’s status. The association with high performance, innovation, and New Zealand’s maritime heritage can reinforce a brand’s values and appeal to a broader audience.
- Integrated Marketing Approach: The partnership between Stuff, WBD, and Emirates Team New Zealand demonstrates the effectiveness of an integrated marketing approach. Sponsors can benefit from cross-channel promotions, ensuring their message is delivered consistently across different platforms and media.
Lessons Learned from the 2024 America’s Cup Sponsorship
- Choose the Right Event: Sponsorship success depends on selecting an event that aligns with your brand’s values and target audience. The America’s Cup is ideal for brands looking to associate with innovation, excellence, and New Zealand’s rich sporting culture.
- Leverage Media Partnerships: Partnering with media outlets that provide extensive coverage can amplify your sponsorship efforts. The collaboration between Stuff and WBD showcases how media partnerships can enhance the reach and impact of a sponsorship campaign.
- Maximise Digital Engagement: In today’s digital age, it’s crucial to extend your sponsorship beyond traditional channels. Engage your audience through social media, online content, and digital activations to create a more interactive and memorable experience.
- Measure and Adapt: Finally, it’s essential to track the effectiveness of your sponsorship efforts. Use analytics to measure brand visibility, audience engagement, and overall return on investment (ROI). Be prepared to adapt your strategy based on these insights to maximise the impact of your sponsorship.
Examples of Best Practices
Here are some examples of best practices for fashion, sports, and other brands to market through the 2024 America’s Cup:
1. Fashion Brand: Sustainable Apparel Line Collaboration
Brand Example: Untouched World
Best Practice: Untouched World could collaborate with Emirates Team New Zealand to design a limited-edition sustainable apparel line inspired by the America’s Cup. This collection could feature high-performance fabrics suitable for the maritime environment, such as water-resistant jackets or merino wool sweaters, which are both stylish and functional for spectators.
Execution:
- Exclusive Launch: Release the collection during key America’s Cup events, with a special launch event streamed live through Stuff and ThreeNow.
- Digital Integration: Feature the collection prominently in online and social media channels, including interactive content that allows customers to see the clothing in action on the team or influencers.
- Limited Edition Appeal: Highlight the exclusivity and limited availability of the collection to create a sense of urgency and drive sales.
Outcome: This approach can reinforce the brand’s commitment to sustainability and innovation, appealing to both local and international audiences who value high-quality, eco-friendly fashion.
2. Sports Brand: Performance Gear Sponsorship
Brand Example: Adidas
Best Practice: Adidas could sponsor the performance gear worn by Emirates Team New Zealand during the America’s Cup, ensuring that their logo and branding are visible throughout the event.
Execution:
- On-Field Branding: Equip the team with branded apparel and gear, such as wetsuits, caps, and shoes, prominently featuring the Adidas logo.
- Interactive Content: Create behind-the-scenes content showcasing the design and technology behind the gear, sharing it across digital platforms and encouraging fan engagement.
- Fan Merchandise: Offer replicas of the team’s gear for sale to fans, available both online and at pop-up stores near event locations or on-site at watch parties.
Outcome: This sponsorship would enhance Adidas’s association with high-performance sports and innovation, while also providing a tangible connection to fans who purchase the same gear worn by the team.
3. Luxury Brand: VIP Experience Sponsorship
Brand Example: Louis Vuitton
Best Practice: As a sponsor of the America’s Cup, Louis Vuitton could create an exclusive VIP experience for high-net-worth individuals, linking their luxury brand with the prestigious nature of the event.
Execution:
- Exclusive Access: Offer VIP guests private yacht tours, behind-the-scenes access to Team New Zealand, and a luxury hospitality suite at the race venue.
- Branded Content: Capture and share the VIP experience through high-quality video content on luxury platforms and social media channels, targeting affluent audiences.
- Exclusive Merchandise: Create a bespoke Louis Vuitton America’s Cup collection, including travel bags, accessories, and custom-designed trophies, available only to VIP guests or through a special order process.
Outcome: This strategy would solidify Louis Vuitton’s brand image as synonymous with luxury and exclusivity, appealing to their target market while providing unforgettable experiences associated with the America’s Cup.
4. Technology Brand: Augmented Reality (AR) Experience
Brand Example: Samsung
Best Practice: Samsung could develop an augmented reality (AR) experience that allows fans to engage with the America’s Cup in innovative ways, using their devices to interact with the races from anywhere in the world.
Execution:
- Interactive App: Create an AR app that overlays race data, team statistics, and 3D visuals of the boats as users watch the races on their Samsung devices.
- In-Store Activations: Set up AR stations in Samsung stores or partner locations where customers can experience the America’s Cup virtually, bringing the event closer to those unable to attend in person.
- Social Sharing: Encourage users to share their AR experiences on social media with branded hashtags, amplifying Samsung’s visibility during the event.
Outcome: This cutting-edge approach would align Samsung with innovation and technology leadership, appealing to tech-savvy consumers who value immersive experiences.
5. Beverage Brand: Branded On-Site Activations
Brand Example: Moët & Chandon
Best Practice: Moët & Chandon could sponsor on-site activations that create memorable experiences for attendees, linking their brand with celebration and high-profile events.
Execution:
- Champagne Lounge: Set up an exclusive Moët & Chandon champagne lounge at key America’s Cup viewing locations, offering premium seating and a luxurious atmosphere.
- Live Celebrations: Host post-race celebrations in the lounge, with branded champagne toasts featuring winning teams, televised live or streamed on Stuff and ThreeNow.
- Social Media Campaigns: Encourage guests to share their experience with dedicated hashtags, offering prizes or special offers for the best posts.
Outcome: This strategy would enhance Moët & Chandon’s brand association with celebration and luxury, making it the go-to beverage for moments of victory and success.
Conclusion
The 2024 America’s Cup demonstrates how strategic sponsorship can enhance brand visibility and reinforce brand positioning in the market. By aligning with a prestigious event, leveraging media partnerships, and maximising digital engagement, brands can create a powerful and lasting impact. For businesses in New Zealand, the America’s Cup offers a prime example of how to effectively market through sponsorship in a way that resonates with the local audience while also reaching a global stage.