Vauxhall has extended its deal with The Football Association (FA) for a further four years as England football team lead sponsor, with the car marque claiming its sponsorship has delivered ‘extraordinary’ levels of brand awareness.
The deal is thought to be worth around £6m a year. The deal covers all 24 of England football squads and is wider than the previous agreement, as the General Motors-owned car marque will become the official presenting partner of England’s football content on FATV, the FA’s online broadcast channel.
Unlike before, Vauxhall will also involve itself with helping improve interaction with England fans. The new deal will run up to July 2018 which includes the 2018 World Cup finals in Russia. In the new sponsorship period, tournaments include Euro 2016 and various England men’s, women’s youth and disability team competitions.
The brand’s Chairman and Managing Director Duncan Aldred, said: “Our current sponsorship of the England teams has delivered extraordinary new levels of brand awareness”. Vauxhall has enjoyed a strong start to 2013, with new car registrations up by nearly 17% year-on-year over the first four months of the year, according to SMMT figures.
Sponsorship can generate substantial publicity for a relatively small investment. It’s like using the strength, funds and audiences of two organisations to develop your product and build your brand awareness. For example; if you sponsor a local football team by buying the team’s kit on which you print your branding. You will gain the visual brand awareness and build a feel-good factor thanks to the association with the local team. You may also find networking opportunities at matches. The team sponsorship may have cost £300, but a direct-marketing campaign of the team’s borough would cost closer to £3,000.
Try: If you want to find a sponsorship opportunity; who is your target audience? Expand from customers to whom you already sell, to who you want to start selling to or who you want to start engaging better with.
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