At the beginning of August, A-League club Sydney FC announced its new major sponsor: Webjet (See: http://www.footballaustralia.com.au/sydneyfc/news-display/Sydney-FC-and-Webjet-Agree-Major-Partnership/48392 andhttp://sportsbusinessinsider.com.au/news/category/sponsorship-and-marketing/sydney-fc-ceo-pignata-secures-webjet-as-main-sponsor-for-two-years/and http://theworldgame.sbs.com.au/news/1115100/sydney-fc-announces-webjet-deal)
As discussed and defined in class, a brand is “a name, symbol or design, or a combination of these, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”
Recently, NRL player Greg Inglis has announced that he will create his own personal branded clothing line (in the line of Michael Jordan and/or Greg Norman).
We will discuss how the Inglis brand can help to position Inglis in the marketplace and which positioning tactics will be employed.
In week 7, we discussed the proliferation of mainstream media and the hours that sport is on TV. Further, there was a short discussion on netcasting, which was characterised by: a potential to compete with television’s dominance in sport broadcasting and providing netcasts of past games can be another service to strengthen the interaction of customers with sport website.
Recently, the NBL announced that the league would retain their online rights and have made most (if not all) game available online through the NBL.TV service. See www.nbl.com.au
We will discuss how the retention of Internet broadcasting rights by the NBL enables the league to increase advertising revenue streams through online broadcasts and enable fans to watch their favourite (or any) team via the Internet; thus increase fan engagement with the NBL.
In week 8, we discussed the many reasons why organisations sponsor teams/events/athletes and it was found that “sponsorship is usually undertaken to encourage more favourable attitudes towards the sponsoring company or its products within a relevant target audience”
In recent event, A. Del Piero was signed by Sydney FC and then Destination NSW sponsored the team. We’ll talk about why Destination NSW would sponsor the team and how it relates to the Del Piero signing.