Flint calls on Asian sports brands to participate in event sponsorship to seize sports market Date:2015-11-26 14:28
Nowadays, more and more sports brands compete for the consumer market. Therefore, it is not enough just to increase brand awareness. To become a world-renowned brand, brands must capture the consumer psychology of potential consumers and make them willing to buy their own brand of goods. According to Ben Heyhoe Flint, chief executive of Asian Sponsored News of Asian Brand Market Intelligence Service, competition sponsorship is an effective way for brands to seize the consumer market.
Take Singapore Airlines' sponsorship of the local Grand Prix as an example. As long as the audience is interested in the F1 event, they will receive advertisements sent by the Singapore Airlines through mobile phone or YouTube, Facebook channel. Flint said.
These are the words that Flint spoke at the Marina Bay Sands at a sports conference. There were other famous experts at the meeting when they were discussing the topic of painting the Asian sports industry blueprint.
According to statistics from the portal Statista, Asian sports sponsorship revenue has increased from 10.68 billion U.S. dollars in 2013 to 12.33 billion U.S. dollars in 2014, an increase of 15%.
However, Flint still believes that many sports brands in Asia still maintain a wait-and-see attitude toward event sponsorship. They prefer to advertise in traditional ways such as posters and radio. With more and more European and American brands gaining sports franchise and gradually gaining a foothold in the Asian sports market, Asian sports brands can't waste the opportunity of event sponsorship.
The Women's Tennis Association has a five-year agreement. The season-end WTA finals were held in Singapore to bring major events to Southeast Asia. Last year, in the first match in Singapore, nearly 93,000 fans watched the game at the Singapore Indoor Stadium, the largest number since 2000. During the event, wtatennis.com and wtafinals.com received a total of 13.2 million visits, making a significant contribution to the success of WTA events and sponsors. Melissa Pine, WTA's finals tournament director, said: We are very grateful to our partners for sharing the same vision with us. We share the same passion. I believe we must be able to exceed our expectations.
Flint thinks this is a good sign that can motivate Asian brands to consider sponsoring events like the Valencia WTA final and even less-known football clubs such as Valencia in Spain. He also hopes that Asia will be able to create a cultural atmosphere that is passionate about sponsorship events.
Flint concluded that: At present, deep-rooted sports culture has not yet been formed in most parts of Asia, which is why sports brands do not recognize event sponsorship. Fortunately, this status quo can be improved.
Nowadays, more and more sports brands compete for the consumer market. Therefore, it is not enough just to increase brand awareness. To become a world-renowned brand, brands must capture the consumer psychology of potential consumers and make them willing to buy their own brand of goods. According to Ben Heyhoe Flint, chief executive of Asian Sponsored News of Asian Brand Market Intelligence Service, competition sponsorship is an effective way for brands to seize the consumer market.
Take Singapore Airlines' sponsorship of the local Grand Prix as an example. As long as the audience is interested in the F1 event, they will receive advertisements sent by the Singapore Airlines through mobile phone or YouTube, Facebook channel. Flint said.
These are the words that Flint spoke at the Marina Bay Sands at a sports conference. There were other famous experts at the meeting when they were discussing the topic of painting the Asian sports industry blueprint.
According to statistics from the portal Statista, Asian sports sponsorship revenue has increased from 10.68 billion U.S. dollars in 2013 to 12.33 billion U.S. dollars in 2014, an increase of 15%.
However, Flint still believes that many sports brands in Asia still maintain a wait-and-see attitude toward event sponsorship. They prefer to advertise in traditional ways such as posters and radio. With more and more European and American brands gaining sports franchise and gradually gaining a foothold in the Asian sports market, Asian sports brands can't waste the opportunity of event sponsorship.
The Women's Tennis Association has a five-year agreement. The season-end WTA finals were held in Singapore to bring major events to Southeast Asia. Last year, in the first match in Singapore, nearly 93,000 fans watched the game at the Singapore Indoor Stadium, the largest number since 2000. During the event, wtatennis.com and wtafinals.com received a total of 13.2 million visits, making a significant contribution to the success of WTA events and sponsors. Melissa Pine, WTA's finals tournament director, said: We are very grateful to our partners for sharing the same vision with us. We share the same passion. I believe we must be able to exceed our expectations.
Flint thinks this is a good sign that can motivate Asian brands to consider sponsoring events like the Valencia WTA final and even less-known football clubs such as Valencia in Spain. He also hopes that Asia will be able to create a cultural atmosphere that is passionate about sponsorship events.
Flint concluded that: At present, deep-rooted sports culture has not yet been formed in most parts of Asia, which is why sports brands do not recognize event sponsorship. Fortunately, this status quo can be improved.
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