LAST WEEK TODAY: CONSIDER CHANGING VALUES
tagged: activation AR augmented reality baseball brand branding engagement esports event sponsorship experiential marketing fifa fifa world cup futbol ioc les bleus live event sponsorship live events marketing milb millennial mlb nike soccer social media social media marketing sponsorship turtle beach
posted on July 16, 2018
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Check out the blog every Monday for a weekly roundup of the past week's most exciting and industry-altering news. These stories cover July 9-15, 2018.
Every version of an event puts its own stamp on the tradition and history of the brand, event, and (where applicable) governing body. As social norms change, the decisions, promotions, partners and goals should to. Just yesterday, the FIFA World Cup wrapped up in Russia. But consider, if Russia had been bidding for the 2026 event (just awarded to the US over Morocco), how would that bidding process have gone? Would Russia have won? Would it have been a frontrunner, after the well-publicized sporting scandals and anti-inclusivity stance taken at its Sochi Olympics? Similarly, FIFA continues to receive criticism from its 2022 choice, Qatar.
And this issue isn't solely with FIFA - the IOC president recently stated he'd like to see the Winter Games return to a "traditional" host. While his quote does say it doesn't matter if that host is in Europe, North America or Asia, many have interpreted it to mean only Europe or North America, given 2014, 2018 and 2022 will all be on the Asian continent (Sochi, PyeongChang, Beijing). All involved organizations - governing bodies, LOCs, NGBs, sponsors, etc - should promote the version they feel most promoting diversity, cooperation, and unification - those values which they state to embody.
- The FIFA World Cup is over! #LesBleus, anyone?
- Brands approached this reincarnation differently in the past - look no further than Nike.
- Ratings may have been down during this World Cup in the US (RIP USMNT & more friendly time zones), but that doesn't mean it wasn't a broadcast success for networks or advertisers.
- Pre-Sochi Olympics, Russia's stance on LGBTQ activism was made quite clear. While unchanged, it wasn't as publicized during this event...but this made it through. Love it.
- FIFA has it's issues, that's clear. It does, however, go to bat for its sponsors - even when perhaps it shouldn't (Budweiser laws in Brazil ring any bells?) This time, Nike benefits and England is fined.
- "If 71% of US internet users feel that ads have become more intrusive today than they were 3 years ago, advertisers should not focus around the content, but within it." - Interested? Check out the rest of this article on brand integration.
- We hardly go a week without at least one esports story; this time we have a new partnership between Turtle Beach and Nasr Esports.
- Baseball is in the news - and it's only July! (Just kidding, we know other people pay attention outside of the World Series.)
- Major League Baseball and ticketing platform Tickets.com have a new biometric partner in CLEAR. TBH, we're excited to see this happen.
- Minor league team Montgomery Biscuits hosted a Millennial Night - not everyone understood the promotion. Social media is an adventure.
- On that note, we'd like to share these social media tips with you! They're marketed toward sponsors, but let's be clear, everyone can always use a refresher.
- Augmented sports are on the rise. Don't believe us? That's fine, we'll provide our source.
Did we miss any? Tweet @be_tandem - we hate being behind the times just as much as you do.
Look out next Monday for this week's game-changers.