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Football shirt as a marketing tool
- 15 страниц
- 2016 год
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Introduction
Most companies will to promote their business. Thus they try to allocate big amount of money to advertise their business using various billboards, TV commercials and print ads. Companies also use T-shirts to print their labels on them. Today a large amount of companies turn T-shirts into marketing tools.
To make labels visible one should put them right. The stuff used to be simple, short and a company logo – noticeable. The main goal of labels is to attract the attention of customers and consequently to expose their business by expanding the number of clients.
There is a large amount of promotional items today and T-shirts are popular with customers. They are used widely and help to promote company’s name, logo and message.
Further we’ll address the issue of football T-shirts as marketing tools: look at the examples of using T-shirts by other companies, history of sport sponsorship, highlight benefits of using football T-shirts to exposure business, set examples of football kits and T-shirts in particular.
To study the topic we’ve carried out the analysis of existing data, collected evidence.
Object of work: marketing tools, football shirts as a marketing tool, sport sponsorship, football kits as an advertising space, the Chevrolet Company and its partnership with Manchester United.
Tasks of work: to describe the essence and mechanisms of sponsorship, to set examples of beneficial use of shirts as a marketing tool, to compare the results of partnership between sponsors and football clubs, to highlight the most profitable deal between the Chevrolet Company and Manchester United, the origin of the Chevrolet emblem and rules of placing logos on football shirts.
Structure of research: the work contains the following parts: content, introduction, body, conclusion, bibliography and appendices.
Content
Introduction 3
Body 4
1. Football shirts as a marketing tool 4
1.1. Benefits of shirt advertising 4
1.2. Playing kit. Sponsor designation 5
1.3. Sport sponsorship 5
2. Analysis of sponsor labels on football shirts 7
2.1. Methodology and methods 7
2.2. The current situation and role of sponsorship logos on football shirts 8
2.3. The origin of the Chevrolet emblem 10
2.4. Chevrolet and Manchester United partnership 10
Conclusion 12
Bibliography 13
Appendices 15
Appendices 1 15
Conclusion
The main purpose of advertising is to sell a product. This general goal, advertising is also used by the modern companies for certain specific objectives.
Sponsorships attract the attention of audience to a company or product, build loyalty with a specific audience, help distinguish a product from its imitations.
Like advertising, sponsorships are initiated to build long-term unions. The value of sponsorships is perceptible. Sports sponsorships make up about two-thirds of all sponsorships.
Football is one of the world’s most brand-saturated markets. In addition to the main shirt sponsors, there are often secondary sponsors on the backs of the shirts. Then there’s the clubs’ other commercial partners, who appear on the TV interview backdrops alongside the competition’s commercial partners.
Brands want more than awareness. They want loyalty and advocacy from their existing customers, and they want to open up channels to new customers for their products and services. To do both, they need to communicate their brand values and personality. But it’s the same for the fans. They want the brands sponsoring their clubs – or football in general – to share their passion, to give something back, and to build a relationship with the fans. They need to understand, and have an affinity with, the brand’s values.
In football, as with any sport, for the sponsorship to work effectively consumers need to know more than the brand’s name. They need to understand how and why the brand fits into their lives. That applies whether it’s a local, national or global brand. That’s why, relying on advertising to leverage the sponsorship, is both passive and unproductive.
Football sponsorship is of vital importance both for clubs and companies. Football shirts advertise logos and emblems attracting audience’s attention to the product and increasing the sails of sport kits while the company sponsors the club.
According to the poll about 68% of fans like Manchester United's new home kit. But Twitter pall showed the opposite results. More fans said that they disliked the shirt, because of the massive sponsor. The comments are mixed and contradictory. But the vast majority emphasis that the huge Chevrolet emblem didn’t manage to spoil the whole design. An overwhelming bulk of fans expressed their wish to buy a shirt.
Student football team survey showed similar results. Respondents featured a huge Chevrolet logo, ManUtd shirt design and expressed their opinion about sport sponsorship.
Thus we can conclude that Adidas ManUtd shirt design has received positive response from football fans except for the Chevrolet logo as a company wanted to attract fans’ attention and to gain profit.
Bibliography
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