A Brand New Ball Game

Marketing, December 7, 2011 | Go to article overview

A Brand New Ball Game


Technology is offering an array of opportunities for marketing at sports events.

Next time you visit a packed football or rugby ground, take a look around and see if you can spot the fan eating a hot pasty, programme in hand, while listening to the PA system for the half-time scores from other games.

He probably is there, but he could be hard to spot, as he is part of a diminishing demographic. The nation's best-loved sports are now so suffused with marketing technology that the live match has been transformed into something more akin to a marketing-cum-social-media interactive event. Fans can use their smartphones to order food, watch goals (see box, below right) and, now, even to get their faces printed on the shirt numbers of their sporting heroes.

The latest fan photo initiative, called Playing2, was announced last weekend by the Welsh Rugby Union (WRU).

It will roll out during the 6 Nations tournament next year, and offers fans the chance to have their photo printed as one of many that will make up the shirt numbers of Welsh players during the competition.

Price of inclusion

Paying pounds 20 to have a tiny photo of yourself placed on the back of your favourite player's shirt may seem a waste of money to some, but Neil Latimer, retail and licence manager at the WRU, is confident it will take off.

'Fans today want to be included more, and for them, this is a coup. It is not a lot of money, which means this could work well in football, particularly as football players have the same shirt number for every match,' he says.

The attraction when it comes to megastar players is even more obvious, says Latimer, with the prospect of a Manchester United fan having his face on Wayne Rooney's number 10 shirt, for example, likely to be a major draw.

Wales' home 6 Nations matches tend to attract crowds of more than 70,000 fans to the Millennium Stadium, and Latimer argues that a significant number of these will sign up to Playing2.

Aside from this latest activity, marketing is now part of the fabric of the match-day experience. At the Millennium Stadium, for instance, there are 450 TV screens that show game footage, directional signage and brand advertising.

Dove, Investec and Fiat are among the brands running ads during matches. They are attracted because a significant proportion of fans at big games fall into a high-spending demographic, says Latimer.

However, rugby is in some respects playing catch-up to football. Vange Kourentis, commercial director at Sports Revolution, which is pioneering the use of technology in this area, says his company has been focusing its research on football fans. …

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

A Brand New Ball Game
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.