Chief Operating Officer / Chief Commercial Officer / Sr Chief of Staff / Executive Director / Senior Vice President / General Manager in Travel, Leisure and Hospitality sectors
On the eve of the season-ending DP World Tour Championship in Dubai Emirates announced it is extending its partnership with the DP World Tour as its Official Airline and Marketing Partner until the end of 2031. Looks like Rory McIlroy and Tommy Fleetwood were on hand to commemorate the annoucement… Sponsorship marketing has its critics, particularly when it comes to sports. Detractors will tell you the benefits are at best highly intangible and, at worst, could expose you to potential brand damage from negative PR caused by accusations of either hypocrisy or [insert issue]-washing, or by association with something, for want of a better word, naff. Full disclosure here though, I’m an advocate and of the firm belief that when thought through and executed properly they can be powerful drivers of awareness. Agreed, there are the ones that make you go, What? Ones that seem as though the primary motivation is to access some corporate hospitality for execs rather than for any particular brand alignment. They’d be better off doing some proper strategic marketing for all the benefit they’re likely to realise. Effective sponsorship deals need to be based off an association. They can be niche/focussed (think eg. Shell or Pirelli in motor racing); they can be expertise-based (think Rolex sponsorships of time keeping in multiple sports) or product-based (think specific sportswear and equipment companies). And then there are those who sponsor because the sports or sporting events are prestige, aspirational, identifiable with excellence and/or that the fan base constitutes a company’s current or target audience. These try to tap into an emotional response, a sense of affliation, a common identity. These are where the potential halo benefits are greatest. Brands who can do this across multiple sports come and go (IT, drinks companies and mobile phone networks are not as prevalent as at the turn of the century). A great example doing this well at the moment is Red Bull who have really tapped into adrenaline sports they feel are synonymous with their high heart rate identity. But in my opinion the undisputed master of this at the moment is undeniably Emirates. Not only do they sponsor numerous top level European soccer clubs (and stadiums) including Arsenal and Real Madrid as well as the world’s oldest football tournament - the FA Cup, they also: - have substantial activity in Rugby World Cups, - Tennis, the ATP Tour and all Major tournaments, - Basketball, official airline of the NBA - Horse Racing, the Dubai World Cup - 15 Golf DP World Tour events - Cricket team/ground & World Cups, - a top notch Cycling team in UAE Team Emirates, - have just won the Americas Cup in Sailing with Emirates Team New Zealand - and, least I forget, Collingwood in Australian Rules Football and at the iconic MCG If anyone can think of a company that comes close in terms of breadth and depth of a sports sponsorship portfolio I’d be interested to hear.
