Entry6_20700347

Marketing through a soccer game

Have you ever seen a logo “SAMSUNG mobile” When you watch a English premier league soccer game on TV? There are many logos in a stadium. If you have a good look when you watch a soccer game, you can find many logos which represent companies.
According to this article, many companies in Korea invest a lot of money on sports marketing. Especially, Samsung, one of the large companies in Korea, has been advertised their brand through a soccer team. The premier league soccer team “Chelsea” is sponsored by Samsung, so players wear the letters Samsung on their shirts. Its effect is very good, so Samsung could increase their call rates in Europe. Also, LG Electronics Inc., the nation`s second-largest electronics maker, is trekking the globe with a sports marketing scheme to raise its brand recognition and image.
In my opinion, companies can have a good crop through sports marketing. In fact, many premier league soccer teams in Europe do sports marketing, and they generate revenues through it. When a popular player scores a goal, many spectators at a football match can see him through a big screen, and the camera magnify him. So the logo which is printed on his T-shirt is seen by a great number of audiences.
Think about this situation. If you like “Manchester”, an English soccer team, you would watch their soccer game, and you can see many logos through a TV screen at the same time. So brands which are seen by you would be familiar with you, and you might buy those brand’s products.
In this way, sports marketing can effect on many people’s consumptions. For example, Samsung could give many Europeans good feeling about their brand. In other words, a logo which is seen by audience can has influence on consumer’s decision process.
Meanwhile, sports marketing is not active in Korea. To tell the truth, there are many people who think that sports and marketing are separate issues. But I don’t think like that. Sports also can be used for advertisement because it is very good to expand firm’s presence. In fact, Korea is not so good to do sports marketing because less people watch a soccer game of K-league, Korean soccer league. So I think Korean companies would better use a sports marketing strategy in abroad, and this marketing could be a global marketing.
In the article, a sports marketing which is proceeding on a soccer game is mentioned mainly. But there are many kinds of sports marketing. For instance, many European soccer teams sell their uniforms and related goods.
Soon 2008 Beijing Olympic will be held. Therefore, I think that this event is very nice chance to do a sports marketing. So it would be effective if many companies endeavor to improve their value through sports marketing strategy.

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Resources : http://www.donga.com/fbin/output?n=200802200146,
http://www.sportsworldi.com/Articles/Sports/Soccer/Article.asp?aid=20080225002802&subctg1=40&subctg2=00,