• Mascots, wasted potential

    This picture was taken earlier this year, at the Mascots Race, an event organized by the English Championship, Division 1 and Division 2.

    This event takes place annually and is part of a calendar to promote their social cause, which this year is prostate cancer. The 2012 winner, by the way, was Yorkie Lion, from York City.

    More than a nice promotion (it´s impossible to disagree that the mascots in the picture are really cute), it shows how lower tier clubs can articulate around their properties. Together, their appeal increases quite a lot.

    In Brazil, Esporte Espetacular, Globo´s main sports show, aired a “Mascots´ Olympics”, with the main Brazilian clubs, in 2010.

    There is also the mascots race in Olinda´s carnival, with the clubs from Pernambuco.

    Mascots have a great potential if embraced by clubs and/or sponsors. In Brazil, unfortunately, there aren´t as many good examples…

    Mascots Race via Futebol Marketing


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  • Ativa Esporte at Wall Street Journal

    We don´t like to write posts about ourserlves, but, in this case, it is worth sharing.

    Guilherme Guimarães, Ativa Esporte´s general manager, was interviewed by Wall Street Journal in a piece about the brazilian football moment.

    You can read it here.


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  • Sports marketing is in the details

    The NBA and Dream Team star Lebron James recently bought shares of the group which controls Liverpool, the English football team.

    Lebron has a contract with Nike, including a sneakers collection endorsed by him. A new model based on the team, with the same colours and a dragon (very close to the one in the team badge), has just been released. Check it out:

    The link between the shoe and the club is very clear, but Nike does not confirm it. Actually, Nike can´t do it, and the main reason is that Liverpool is sponsored by Warrior, and until recently was sponsored by adidas. And there it goes the first question: why would a brand like Nike bring something that is owned by a competitor?

    The answer is simple, and this post is obviously not about a new sneaker model, but about a sophisticated logic that is being adopted by sports companies.

    Nike and adidas are both trying to explore its sponsored stars´ stories. A more organic monitoring of their lives take place of old standard advertising process. Brands which support athletes should celebrate their victories, overcoming episodes and personal interests, like Lebron and Liverpool.

    Another good example is the adidas´ mini-documentary made to celebrate Derick Rose´s return to the courts, after a long lasting injury. Sadly, after the documentary launch, the Chicago Bulls player got injured again, but, anyway, adidas showed how to support its stars:

    Doing this kind of thing demands attention to the athletes´ career steps. Thinking about Nike and adidas, we have to consider hundreds of them.

    On the other side we will find brands that sponsor few athletes, sometimes one or two, and most of the time don´t know how to activate them to amplify their campaigns.

    Sports brands are usually vanguard in using sports and athletes in advertising and marketing strategy, but the truth is that these examples open a clear path to any kind of company. In times of a more humanized advertising, an athletes´ journey can be a good call!

    picture via UGSoles

    news via Máquina do Esporte


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  • When sports meets culture

    Right after London 2012 closing ceremony Creative Review wrote a great post showing the best Olympic contributions to creativity in many fields, such as advertising, architecture, technology, design and even arts. We strongly recommend you to read it.

    Among all the items, the one that called our attention the most is the London 2012 video to present the brand new Velodrome. The design is inspired by Tron and the soundtrack is by Chemical Brothers. In other words, the final result is totally different of what we are used to see in sports events.

    It´s interesting to note that this video can also be considered as a music clip. It would be a high quality content even if it wasn´t related to London 2012. Pure entertainment with a lot of references from outside the sports universe, but that fit nicely.

    Take a look:

    We believe that advertising involving sports can (and should) go beyond it, adding other elements to achieve a richer result, capable of engaging and amaze.

    Another good example is the old Adidas campaign that mixed sports and pop culture, with stars at the iconic Star Wars cantina. We love it!


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  • #Socialympics 2

    Many specialists do consider London 2012 as the first games from the “social era”. In other words, London 2012 were the first games with a major influence from social media. If we think about Beijing 2008 the main social media platforms that we know today were not there, or were in the very beginning.

    So, which was the real social media impact in London 2012? How did the committee and athletes benefit from it? How did traditional media (TV, radio etc.) react? Which were the learnings to Rio 2016? And how brands can benefit from this scenario?

    Our British partnersSynergy Sponsorship, together with Jam, a social media agency from the same group, organized #Socialympics 2, a debate inside London´s Social Media Week, to discuss these issues. #Socialympics 1 took place during the games.

    In the video below you can watch the debate highlights, which had executives from both agencies, Twitter, British press and British Olympic Association.


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