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- Conventional Sports marketing and sponsorship
has changed dramatically in the last five years.
- Hallmarks of conventional Sports
marketing and sponsorship were:
- Exclusivity;
- Composite marks used in ads and on
packaging;
- Prime event access and signage;
- Themed television and print ads;
and
- Success measured by number of impressions.
- Now, the crucial drivers for the
new convention are:
- Program-based platforms;
- Quantifiable results measurable by
ROI; and
- Convergence, integration and innovation.
- But an increasing number of people,
not just youth, distrust and avoid conventional marketing approaches
and big companies.
- Action Sports and the creed and graphics
they embody are infiltrating the marketing of traditional
Sport.
- Big companies are sprouting a camouflage
of small local businesses to grow their new product lines.
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