Most sporting events today are more than just a game that is being played. Behind the scenes there are groups of PR/ Marketing researching the team they are working for, the fan interaction, and the game sponsors. Research is important in order to find out the expectations of fans and to heighten their satisfaction with a certain team or event. Not only does the team want to satisfy the fans but now the advertisers also want to satisfy sports fans.
Businesses and companies play in big role in sporting events. Companies research what teams or sporting events they should sponsor. For example, in an effort to promote their healthier food choices, McDonald’s is now a sponsor of both the Olympics and the FIFA World Cup. Some companies such as Dunkin Donuts sponsor Major League baseball teams, because although they are known for their coffee and doughnuts, their new campaign includes Iced Coffee and Iced Coolatas, and iced drinks are big in the summer. However it doesn’t have to be a huge sporting event like the World Cup. If there is a new local business, they might want to sponsor a local team to reach within their own community.
Companies are now realizing the impact sports has on American culture.
This year alone, the Super bowl drew in over 106 million viewers. The Super Bowl is among the most watched sporting event in the world. Reaching that many people, it is no wonder that the PR and Ad industry buzz near the end of the football season.
Even Americans who don’t follow football watch the Super Bowl, waiting for the new creative ads, businesses put out.
For :30 seconds alone an ad during the game can cost around $2.5 million. The price seems outrageous but some say it’s worth it. Such a big investment like this requires a ton of research. Companies have to do extensive research to find out whether they would be losing or making money in buying this expensive ad space.
Is it worth is? Think of it this way, not only do you reach 106 million viewers, there is also the word of mouth that comes with it. The day after the Super Bowl, the most talk about subject is not who won or lost the game, it is the commercials that stand out.
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