Technologies? No, thanks. It’s a matter of time

In my Human eye vs. “Hawk-Eye” post last week I gave an example of a technology that is used in tennis when there is doubt about a ball having dropped down on the line or outside the field. It will provide us with an animated video showing with a 3-6mm accuracy where the ball hit the ground. (more…)

What are you wearing tonight?

If I think about my favourite soccer team or the basketball team I like most, I have a picture of them in my head. First, I see their faces and then I see big lettering across their chests. But it’s neither their names nor their teams’ name but it is advert lettering. This leads me to a topic I would to discuss today:

Advertisement in sports and the “big business” involved with it

Swedish confectionery company Cloetta, signed only 2 weeks ago a multi-year sponsorship with the Swedish Olympic Committee (SOC). This makes Cloetta an official team sponsor of the SOC and gives them exclusive confectionery rights for the period of the deal.
So, what is the reason for the producer of the largest single confectionery product in Sweden to conclude such a contract?

“The world of sports is by itself a very profitable business”

Sandie gochargers blog claims that “The world of sports is by itself a very profitable business”. Further they state that there is a lot of money involved in that sector and that there are various sources of money. But the largest amounts of money are derived from advertising, they argue. As there are a large number of sports events that are broadcasted on television, one can easily address his/her adds to a very large audience.
Sandie gochargers contends that people are confronted with advertisement on television during match broadcasting breaks which they could maybe only escape by switching channels.
But there are not only television adds, but advertisement all over the place, they complain. They quote opinions, stating that making money in this sector has become more important than the actual match and its transmission itself. Sandie gochargers considers this a fair argument and in addition they remark that sports broadcasting hours were adapted to advertiser’s demands. American baseball was formerly played and shown on TV in the afternoon but in order to comply with well paying advertiser’s demands, broadcasting hours were shifted to night hours, the author(s) explain(s).

FC Barcelona reorganizes handling of jersey printing

They conclude that ads are a very important part of sports as they bring a lot of money to the different sports clubs and organizations involved with sports. And it seems to them as if it was hard for such organizations to resist to the temptation of money, “especially in these hard times when sports are really stuck”. They contend that even soccer club FC Barcelona only recently signed now a 30 million € worth sponsor contract. The soccer team used to be one of the few top level soccer clubs that did not have sponsor names on their jerseys but the UNICEF logo but this organization did not have to pay any money to the club.

So, coming back to Swedish confectionery company Cloetta, we can now imagine how BIG the deal they got actually is: the Olympics are a worldwide event and the Games are not only broadcasted nationally but internationally means a lot more attention that is drawn on the company. And not to forget about the fact that now they are able to address also sports they did not concentrate on before. In the past they have been a sponsor of the Swedish national alpine ski and national handball teams.

Walking Billboards or earnest next generation of talent?

Cloetta’s Business Development Director Tony Wiréhn says: “This joining of forces with the Swedish Olympic Committee will strengthen Cloetta and Kexchoklad® since it gives us the right to use the Swedish Olympic themes in our marketing. And having the opportunity to create two Olympic products by labeling the products with the SOC emblem or giving them specially designed Olympic packaging is naturally a further advantage”.
Stefan Lindeberg, chairman of the SOC adds that the SOC wants to open the door for more talents and give them the chance of becoming global sports elite and Cloetta will now be an important partner in order to meet this goal.

This finally leads me to a number of questions:

Do you think that the athletic focus has shifted away from sports, towards the focus on promoting other companies and products? Distraction during matches?

Are the sponsors promoting the athletes and encourage new generations to become athletes or do athletes promote organizations and encourage people to buy products?