2024 is going to be a great year for sports. With, among other things, the Olympic Games in Paris and the European Football Championship in Germany, there is plenty to experience. Not to mention annual events such as the Tour de France and the GP in Zandvoort. For brands, the perfect opportunity for brand building and activation through product media!
But also to commit as a sponsor, for example to Paralympic athletes. Where previously Paralympic sport was still seen as less important, that image has now tilted. Media exposure has increased, major brands are signing up as sponsors, sports associations are making a case for equal treatment, and many Dutch para-athletes are true figureheads and role models. So an excellent stage for brand building and activation.
BeGlobal also makes a strong case for this, sponsoring the KNZB's complete Paralympic swimming team. Director André Noordwijk: "Inclusiveness and top sport are the reasons why we sponsor the Paralympic swimming team. The social aspect is important to us: stimulating integration. And we want to support the top athletes by making training camps possible, for example."
Hooking into sports is an obvious thought for many brands. People often find sports fun to watch. Moreover, sports offers a wide range of possibilities, from stadium advertising to savings campaigns. Especially with soccer, an important cost element is added: you don't have to sign expensive contracts with the KNVB to give attention to soccer. All you have to do is run your promotional material in the color orange. This is allowed, as there are no rights on the color orange.
There are plenty of reasons to consider combining promotion and sports in the coming year. However, it is important to think objectively when choosing a sport: it must fit your brand, your product and your communication.
From soccer planners with the 2024 World Cup schedule - with your logo, of course - to a refillable Join the Pipe (Tour de France) Paris water bottle, BeGlobal likes to think sportily with you!
Source: PromZ, the platform for action marketing, promotional products & services in the Netherlands.