AUGUST 3, 2020
IN THIS ISSUE
FOR GREAT SPONSORSHIP RESULTS, FIND AN AUTHENTIC CONNECTION
SportsEdTV’s Basketball Content & Marketing Maverick
SportsEdTV Videos Helping Youth Soccer Coaches
INTERNATIONAL TENNIS SERIES
SportsEdTV Helping ATP Pros Keep Working
FOR GREAT SPONSORSHIP RESULTS,
FIND AN AUTHENTIC CONNECTION
by Robert Mazzucchelli, Chairman & CMO of SportEdTV
I love sponsorships. I think, when executed and activated effectively, they are one of the best marketing tools to connect with consumers. But not all brands get their money’s worth from their sponsorships, and some are just a bad fit. One of the first things I look for when evaluating a sponsorship is AUTHENTICITY. I ask myself, ‘Should this brand BE a sponsor of this activity or property?’ The answer should be a resounding YES. If you have to think too much to find the authentic connection, it’s probably not a great fit and the sponsorship will not yield great value for the brand, or the property
One example I like of an authentic sponsorship is Chobani and the USA Olympic Team. This is an authentic connection. Why? It’s obvious. Yogurt is an excellent dietary choice for athletes. Chobani can easily be part of the USA Olympic Team’s daily eating routine. The connection is authentic.
The brand made an excellent series of ads that feature Team USA athletes. One winter games ad features hockey player Zach Parisi packing up his bag for practice. He’s in his kitchen. The words on the screen appear - ‘It’s one thing to sponsor U.S. Olympians’. As he reaches into the fridge for two Chobani yogurts, the ad says, ‘It’s another to be in his fridge.’
Another ad featuring USA wrestler Jordan Burroughs (see cover image) shows him doing pull-ups from a rope in his backyard. The voiceover says, ‘They say you can only be brave if you’re full of goodness’
A third ad tells the unlikely, rags to riches story of Chobani, and how teamwork and belief built the company. The tagline: ‘Naturally Powering Team USA’
Jaki joined SportsEdTV to help craft world-class basketball content with basketball Executive Director and former Miami Heat player, Mark Strickland. She has a deep basketball resume and passion for the game, most recently serving and basketball content manager for Bleacher Report before joining our team. If you want great basketball content, along with audience growth , Jaki’s got it covered.
BOLSTERING THE ARSENAL OF YOUTH SOCCER COACHES
SportsEdTV recently became a sponsor of Team Boca, the leading youth soccer organization in Boca Raton, Florida, and one of the best in the United States. The group plans to use SportsEdTV video instruction content in their teaching curriculum for over 3000 youth players
PUTTING PLAYERS TO WORK DURING THE PANDEMIC
SportsEdTV recently became a sponsor of the International Tennis Series produced by Harry Cicma Productions. This series, which began in May 2020, pits ATP professionals against each other in weekly round-robin tournaments. Broadcast on ESPN 3, the production team has taken all recommended safety precautions to help these athletes continue to earn a living during the ATP Tour shutdown
These ads perfectly illustrate an authentic connection between Olympians and Chobani. This marketing effort is an example of a sponsorship with legs, or endless activation and execution possibilities because it makes sense. It’s a natural fit that can last for decades, and both the Olympics and Chobani can build equity in this relationship.
Another great example of an authentic sponsorship is IBM and the tennis Grand Slams with their SLAM TRACKER. Tennis is a sport that creates thousands of data points in any given match. Within the data, lies insight. Coaches can use the data to improve their players’ performance, fans can view data to gain a deeper appreciation for the matches, the broadcasters can use data to make the match broadcasts more entertaining and informative. And what company makes the tools to compile and crunch the data - IBM. This is an authentic connection.
When considering sponsorships, always look for opportunities for authenticity. If you are already in a sponsorship deal, find authentic stories like those above to tell.
An example of a bad sponsorship fit would be the longtime relationship between the Olympic Games and McDonald’s (that ended in 2017, at the behest of the IOC). Are Big Macs really the food of athletic champions? Fries and shakes? I don’t think so. This was not an authentic fit. It would be hard to tell credible, compelling stories about athletes chowing down on McDonald’s food to fuel up for a big competition. Chobani, yes. McDonald’s, no.
As we begin our journey into global sponsorships at SportsEdTV, we are treading carefully to make sure the brands we create long-term relationships with can be authentically connected to sports learning and performance. Some of the product fits that feel authentic for us: Gatorade - still consumed by athletes by the gallon, and now offering lower sugar and other performance varieties; Visa - teams and parents need to manage their expenses when running a team or paying for lessons; Toyota - how else will athletes get to practice and competitions?; Beats by Dre - athletes frequently are seen listening to music to get themselves pumped up for a big game...and the headphones are great for listening to our world-class instruction videos on the iPhone (Apple and SportsEdTV - YES!) It doesn’t get more authentic than that.