THE OLYMPIC GAMES AND THE IMPACT ON PARTNERS AND SPONSORS WITH NO FAN ENGAGEMENT

It’s Olympics time again and millions around the world are enjoying watching a multitude of sports, many of which we only take an interest in every four years. We become armchair experts and hop from channel to channel to consume as much and as many sports as we possibly can. 

 

The exceptional skills displayed by the athletes is mindboggling. Looking at gymnastics, it is hard to believe that bodies can be manipulated to such an extent!

 

But it is a very different Olympic Games this year. There are no crowds and no fan parks. We never realised how important these elements are to the overall excitement of the entire Olympic package until they were not there. The usual full month of sport has also been condensed into a mere two weeks this time.

 

The statistics point to a decline in interest in the Olympics this year, although the Millenials and GenZs have shown more interest as the games have progressed. 

 

One must spare a thought for the sponsors who have invested millions of dollars to partner with the Olympics. There are no crowds to help them achieve that all important return on investment (ROI) via sales. Not to mention that there are no sales of the replica clothing that is synonymous with large international sporting events.  The full impact of Covid-19 on the Games will only be known in the months to come.   

 

But it is the sports rights holders that this blog is going to focus on.

 

Creating fan engagement is critical for rights holders, no matter what the platform, be it linear TV, CTV or on the different digital platforms available. Fan engagement leads to brand awareness, brand love and it ultimately create sales. How to effectively grab the attention of the fans is no easy task at the best of times, especially with new forms of entertainment joining the clutter every day. And which media or social media platform to use and how to use these also need a carefully crafted strategy to reach the desired target audience.

 

It’s in situations like this, regarded as a crisis, when creativity becomes critical and PR agencies are needed to provide the creative story-telling ability to help position brands.  PR is needed in the marketing mix more now than even ever before.

 

Guidelines on how sponsors can utilise the Olympic logo and how they can associate with the games is strictly regulated. Purchasing the rights is one thing, being able to leverage the rights is quite another matter, which pushes up the costs exponentially. Olympic brands have been tested to the hilt and must expand budgets even further to be heard and create that much needed awareness.

 

The pandemic hasn’t been kind to brands as many have taken massive knocks in sales creating a vacuum, and now they must spend more to leverage their sporting associations in a time when most brands have changed strategies linking sponsorships to sales as opposed to brand identity and awareness.

 

One way to possibly have helped sponsors achieve a higher ROI in this unique situation could have been, allowing some form of in-stadium branding. After all, live exposure is how the games are primarily consumed and incidental branding for sponsors might have been a good compromise.  Once the excitement has died down highlights and short inserts will be shared for years to come on all platforms, whether on YouTube, TikTok, Facebook, Instagram and all others.  The newest data from the Maru Group pointed to fans between the ages of 18 and 34 prefer to watch highlights as opposed to hours of watching live.  Could brands benefitted from this?

 

With the rising popularity of the new digital viewing experience, brands can hopefully make use of Olympic footage and put their own visuals together with a direct link to brand messaging. There have been many brands that have taken ideas from the sports that they sponsor and put an omnichannel catchy and creative video together driving product.

 

The need to belong has emerged out of the pandemic and brands need to show they care.  In fact consumers actively seek out products that they perceive as caring for the community.  Utilising the Olympics in a visual and fund post Olympics campaign would go down well amongst the consumers.

 

And what about replica clothing and other goods?  I have attended international events and even a hardcore PR lady like myself with years of travel behind me have frequented many shops that stock replica goods and have spent a fortune purchasing for myself and my entire vast extended family. Companies have to pay a fee to be able to produce replica goods and it will be interesting to see the statistics come from the 2020 Tokyo Olympics.

 

It is up to the Olympic sponsors to find that element and then creatively package it into a valuable original content driver to tell their own unique story in a way only their brand can.  It could even be a look behind the scenes, taking a closer look at athletes, training or even asking fans to show how they are consuming the Olympics in their own special way.

 

Sponsors can capitalise on the Olympics by allowing it to live far beyond its live 2 weeks.  However, the feeling of many brand managers is to cut off immediately after the event

 

Looking at recent stats put out by Deloitte show that fans are very interested to be kept up to date during ‘off-seasons” (albeit this is not based on the Olympics)

 

● 65 percent of fans say they want some form of content or information at least monthly during the off-season.

● More than 60 percent of fans say a great “year-round experience” would make them more likely to be more engaged with the team in the coming season.

● 55 percent say it would make them more likely to purchase a ticket in the future.

 

Time will tell how sponsors will utilise their Olympic association.  We have seen some great ads coming out in the UK, let’s keep tracking.

 

 

South African player, Amanda Dlamini, announced as Danone Nations Cup Ambassador

South African Women's attacking midfielder, Amanda Dlamini, has been appointed the ambassador of the under-12 Danone Nations Cup Southern Africa soccer tournament.

Dlamini, who is currently in camp preparing for the Olympic Games, will start her official duties on Saturday, June 25^th when she attends the Danone Nations Cup national finals happening at the WJ Clements Stadium in Reiger Park.

Here she will motivate the participating teams to believe in their dreams and how important it is to develop healthy lifestyles and how this will impact on their football careers. 

“We are delighted that Amanda has agreed to join the Danone Nations Cup family,” said Chantel Ehlers, Communication Specialist, Danone.  “She is an excellent role model to our young up and coming players.  She is driven, works hard and is a great motivator.  She epitomizes what the Danone Nations Cup stands for, which is fair play, openness, pleasure of the game and friendship.”

Dlamini captained South Africa from 2010-2013, before resigned to concentrate on her university studies and focus on her game.

In that time, she helped the national team to silver medals at the 2011 Cosafa Cup and the 2012 African Women Championships.

She led the team to the 2012 Olympic Games in London – the first time South Africa had participated in the event.

She hails from rural KwaZulu-Natal where she started off in the game playing with, and against boys.

Her dream was to play for the women’s national team, and ever since she achieved that she has been passionate about empowering the youth and helping them realise their potential.

In 2013 she established the Amanda Dlamini Girls Foundation aimed at inspiring young girls to make their dreams come true irrespective of their backgrounds and circumstances by creating an enabling environment that will allow them to be empowered through the use of sports and educational life skills.

“I was so humbled when Danone asked me to be their ambassador for the Danone Nations Cup,” said Dlamini.  “Working with the youth is very close to my heart hence I started my foundation. The majority of the kids that play in this tournament are from rural areas, like me. My humble beginnings have made me realise the importance of developing a good set of values and a strong moral code to conquer life and make my dreams come true.   I also know the importance of a healthy eating plan and how this affects everything you do – from brain to bone development.”

“Further, I have realised that basic education from schools only provided basic literacy and limited life skills training.  It is my mission to stop kids, particularly in the rural areas, from becoming involved in crime, drug abuse and other bad influences which is increasing in this country due to  irresponsibility, loss of hope, lack of self-esteem, limited or no life skills training and the lack of role models.”

She joins an illustrious group of world stars who are the ambassadors of the Danone Nations Cup.   Former French star and current Real Madrid coach Zinedane Zidane is the global ambassador of the competition, while the national ambassadors include Dimitar Berbatov (Bulgaria), Gheorghe Hagi (Romania) and Carlos Tévez (Argentina), just to name a few.

Post the national finals she will then assist the kids leading up to the world finals taking place in Paris, France between October 14^th and 16^th.

DNC Partners:

                                                                                                            

                                                                                                              

SOUTH AFRICANS AT THE POWERADE SPORTS ACADEMY LEARN THE PSYCHOLOGY BEHIND SPORT FROM NBA STAR, JOHN AMEACHI – AND THEN IT WAS ONTO THE FOOTBALL AND BASKETBALL FIELDS!

The athletes at the Powerade Sports Academy spent part of Day 3 in the lecture hall learning the psychology behind being an Olympian.

Powerade, the Official Sports Drink of the London 2012 Olympic Games, is giving sports fans from around the world insight into how to ‘Train Like An Olympian’ at the Powerade Sport Academy.  The opportunity is part of the Powerade drive to give amateur athletes, who live and breathe sport every day, an opportunity to improve their own performance.

For financial accounting lecturer at Unisa in Tshwane, Frank Montgomery, it was a different experience as he was a student for a change.  “Today was of particular interest to me,” said the 44 year old lecturer.  “When I looked through our programme before I left South Africa it was the psychology behind how to cope with the trials and tribulations of becoming an Olympian that intrigued me and the lecture by John Ameachi did not disappoint me.”

“Not only did he give us insight on how Olympians focus, but he was inspirational and motivating for us amateurs.  It was fascinating to listen to his journey to the big league and the message that he delivered to us all was that you should always believe in yourself.  I will refer to this great man in all my lectures back home,” said Montgomery.

It was then onto the football field where they learnt some training techniques that are specifically relevant to the game.  “Powerade Team SA got onto the pitch and showed some silky skills – sadly no scouts were there to notice us, but that will be their loss,” laughed Montgomery.

After football came basketball, a sport none of the South Africans had ever had insight into.  “We had such fun ‘shooting some hoop’.  There is much more technique to this game than I ever imagined - our constant fumbling of the ball was proof of this.  Being in education I believe this game should be promoted at a young age to teach kids ball skills and coordination,” said Montgomery.

Day 4 will include a trip to the Olympics where the amateur athletes from around the world will be looking at the Olympians in a different light, which will give a much needed rest for all the aching muscles.

Powerade on the field of play and at the Olympic Athletes’ Village

As Official Sports Drink of the London 2012 Olympic Games, Powerade will be front and center at London 2012, hydrating more than 10,000 athletes across 26 sports on the field of play both in training and game venues. In addition to providing product on the field of play, the ‘Powerade Hydration Center’ inside the Globe at the Olympic Athletes’ Village will allow athletes to customize their own Powerade Sports Bottles, order the Powerade PRO Sports Hydration powder and get hydration tips to help them perform.

POWERADE TEAM SA MEET OLYMPIC GOLD MEDALISTS - DAY 2

It was a day six South African amateur sports fanatics will never forget.  Not only did they get to watch the best athletes in the world perform live, but they also got to meet two of South Africa’s Olympic Gold Medallists, thanks to the Powerade, the Official Sports Drink of the London 2012 Olympic Games.

Sports fans from around the world are spending a week at the Powerade Sport Academy where they are ‘Training Like An Olympian’.  The opportunity is part of the Powerade drive to give amateur athletes, who live and breathe sport every day, an opportunity to improve their own performance.

Day two say the athletes spend a morning at the Olympic Stadium and the afternoon at the Olympic Village.

“This has definitely been the best day of my life,” said Amos Rangata, a school teacher at Spruitview in the East Rand, Gauteng.  “Today we got to meet the best athletes in the world and we had perhaps the best seats in the house at the Olympic Stadium.”

For Eugene Strauss this was also a day he will brag about for years to come.  “The atmosphere in the stadium was electric and we were fortunate to see the 110m hurdles, 800m, 1500m, discus and shot put events.  Seeing the action from so close made me realize just how amazing these athletes are. The rhythm with which they performed their respective disciplines reaffirmed the lesson from the day before regarding the importance of Rhythm in exercise and sport,” said Strauss.

Strauss was impressed with the security around the Olympic Village.  “The significant security checks required was a clear indication of just how privileged we were to get into the village.  Then to walk around and everywhere we looked were athletes we have seen on television!  We bumped into the likes of Justin Gatlin, Missy Franklin and the highlight for Powerade team SA was when we bumped into our Gold medal heroes Chad Le Clos and Cameron Van Den Berg! Two great guys who made us very proud! After a quick chat with these two we got some priceless pictures with our Pool heroes.”

The evening was spent socializing with fellow athletes from around the world followed by a good night’s rest ahead of another day of training.

SOUTH AFRICANS GAIN GREAT INSIGHT INTO THE ‘TRAIN LIKE AN OLYMPIAN’ PROGRAMME AT THE POWERADE SPORTS ACADEMY - DAY 1

Eugene Strauss, a 34 year old Accountant from Gauteng, is gaining invaluable insight into how to ‘Train Like An Olympian’ at the Powerade Sports Academy taking place this week in London.

Powerade, the Official Sports Drink of the London 2012 Olympic Games, is running this once-in-a-lifetime experience for amateur athletes from around the world who live and breathe sport every day. In the programme are six South Africans

“The entire first day of the Academy was just one amazing experience after another,” said an excited Strauss.  “We were met at Heathrow Airport by a host of Powerade Sports Academy representatives and a photographer and I got my first taste of what it feels like to be a super star – minus the fans wanting signatures.  We then experience the traditional English weather when we were caught in a down poor while walking through West London.”

Then it was off to Park Club, West London, where Team South Africa will be training.    “We started with a fitness test which included stretching, high intensity spinning and sprint exercises. The fitness test ended with a 120m sprint trial and it was here that I realized there were some serious speedsters in the group. We were also subjected to a physical assessment by a Medical team.”

Mechelle Lewis-Freeman (100m Olympian in 2008) and Jose Barosa (800m silver medalist) gave advice and tips on fitness which Strauss said were insightful and entertainingly delivered and he will definitely use these during his preparations for the 2013 Iron Man.

But for Strauss what stood out the most in terms of lessons learnt for the day were the importance of rhythm in sport and life.  “I experienced through the different exercises how if one focuses on rhythm one can improve one’s running technique and speed.   We were also exposure to some interesting alternative warm ups which I will definitely use and also the key role of hydration in performance, especially the role of electrolytes in the body in transfer of liquids to cells.’

POWERADE LAUNCHES THE POWERADE SPORTS ACADEMY WITH JOHN AMAECHI AND MECHELLE LEWIS FREEMAN

Powerade, the Official Sports Drink of the London 2012 Olympic Games, is offering athletes from around the world the unique opportunity to train with professional athletes and coaches at the Powerade Sports Academy during London 2012. Six South Africans will attend this once in a lifetime experience after entering competitions that have been running over the past couple of months.

As part of the Powerade “Train Like an Olympian” campaign for London 2012, the amateur athletes who live and breathe sports every day will attend the week long Academy. Specialist coaches and athletes including Olympic Athlete and former World Champion Mechelle Lewis Freeman (US), NBA basketball star John Amaechi (GB) and Great Britain’s head Olympic swimming coach Ben Titley (GB) will tailor sessions to strengthen and condition participants to become better all-round athletes.

The Powerade Sports Academy will focus on teaching skills in five different Olympic sports – athletics, swimming, football, cycling and basketball – and will include a program of inspirational lectures and tips on training and hydration, as well as meals designed specifically for the Academy by leading nutritionist Beatriz Boullosa.

Rockefeller Phillips from KZN (44) could not believe his luck when he was told he had won.  “I was driving at the time and had to control myself to prevent an accident.  What a lifetime opportunity this is.  I will be participating in as many activities as possible for as many sporting codes as possible and I plan to come back and go into the townships and rural areas to teach the kids what I learnt.”

John Knapton (66,) who is retired and living in Vereeniging, will be looking at the experience in a different way. “Firstly, my son is extremely envious of me and believes he should be the one to go as he is so much younger.  What I want to gain from the experience is to have fun and meet as many people from different parts of the world as possible. I played interprovincial soccer and Varsity hockey in my day so am curious to see how athletes now days prepare, not just for the Olympics, but for any event.”

John Amaechi comments, “The Powerade Sports Academy is designed to give people who are passionate about sport a taste of life as a world class athlete. Coaches step in at that moment when athletes hit the wall and think they can’t go on. You could say that Powerade provides a similar type of motivation - helping to push athletes from breaking point to breaking through. I’m looking forward to meeting the participants and coaching them to be the best they can be at the Academy this summer.”

Powerade on the field of play and at the Olympic Athletes’ Village
As Official Sports Drink of the London 2012 Olympic Games, Powerade will be front and center at London 2012, hydrating more than 10,000 athletes across 26 sports on the field of play both in training and game venues. In addition to providing product on the field of play, the ‘Powerade Hydration Center’ inside the Globe at the Olympic Athletes’ Village will allow athletes to customize their own Powerade Sports Bottles, order the Powerade PRO Sports Hydration powder and get hydration tips to help them perform.

Powerade Gives Athlete a chance to ‘Train Like an Olympian’

First time Cape Argus Pick ‘n Pay Cycle Tour participant, Ian Burger, might not have completed the race after breaking his cycle’s chain, but was drawn amongst over 2 000 entries to ‘Train Like an Olympian’ at the Powerade Sports Academy that will be in operation at the  London 2012 Olympic Games from 5 - 10 August.

“I entered the competition never believing I would be the Powerade Chosen One,” said 27 year-old Burger from Cape Town.  “When I was called to say I had won I thought it was a joke.  But reality set in when the call was followed up by a visit from a Powerade representative.”

The Biomedical Engineer and MRI Physicist, has just completed his PHD in Respiratory Motion Correction in Cardio MRI and is hoping this will be published in the Medical Journals and then adopted around the world as a new practice. The trip will enable Burger to conduct further research and gain insight into advanced training techniques.  Burger is a water sport enthusiast interested in canoeing, surfing and fishing and more recently he started running and cycling.

“I want to attend all the lectures and speak to some of the sports scientists and coaches at the Powerade Sports Academy,” said Burger.  “I trained as a Mechanical Engineer and my fascination of robotic arms pushed me into Biomedical Engineering.  I am currently working on the MRI scanning of fetus’s in-vitro, but robotic arms still remain of key and hopefully the sporting fraternity would benefit from the research I intend to undertake.  I see this trip as a launch pad for my research and this is a good place to start.”

“Powerade is a performance sports drink, and as such, everything we do around our sporting assets ties back to a scientific approach to hydration and exercise,” said Craig van Niekerk, Coca-Cola South Africa Marketing Assets Manager. “Ian is young, energetic and enthusiastic and is looking at getting as much benefit from the Powerade Sports Academy as possible to help him in his profession and sporting activities.  Hopefully the experience he gains through Powerade will give him that added inspiration that will one day make him a legend in medical technology.”

The Powerade Sports Academy gives athletes a chance to meet and train with Olympic coaches and athletes, focusing on skills in five different Olympic sports including athletics, swimming, football, cycling and basketball.

The coaches tailor make sessions using techniques from the various sporting codes to strengthen an athelete’s condition and help them  become better all round born sportsmen.

The Academy will deliver experiences and learnings in technique, fitness, team work, competition, hydration, nutrition and psychology.

Specifically, throughout the Academy the participants will be educated on hydration and how hydrating correctly with Powerade can optimize performance.  There will be both physical and psychological tests carried out throughout the experience to help put these learning’s into perspective.

Lectures will take place at lunch time including psychology and the application of science in sport.