Strict Standards: Only variables should be assigned by reference in /var/www/vhosts/mzuri.co.uk/httpdocs/news/wp-content/plugins/wordbooker/wordbooker.php on line 2753
Great summer of sport
AUGUST 27, 2019
The women’s world cup, Wimbledon, the cricket world cup and
the netball world cup are just a few of the exciting sporting events happening
in 2019. As well making great viewing, they also create a unique opportunity for
brands to embed themselves in the audience’s psyche through sponsorship, influencer
marketing and celebrity endorsement.
For the Women’s world cup Nike lead the conversation after
the success of the US team’s victory. Its last advert shared via twitter
celebrating the win has had over 378,000 shares and likes combined from 20.5
million views! The tournament certainly captured the imagination of England
supporters – with viewing figures for England’s quarter final a record
7.6million in the UK. Following the success of the tournament, investment into
women’s football is at an all-time high and attitudes towards equality are
moving in the right direction.
A fashionable take on sport
Wimbledon is as well known for its tennis as it is for its
strict ‘all white’ dress code. The dress code limits the amount of colour that
can be featured and relates to clothing as well as footwear, hats and
sweatbands. Generally, in sport we are used to seeing large logos emblazoned on
our sporting stars, whereas when it comes to Wimbledon brands need to find an
understated way to feature their branding.
Officials are also bound by a strict dress code, with
long-time official supplier Ralph Lauren once again designing this year’s uniform,
inspired by the authentic and distinct Wimbledon brand.
It wasn’t just the officials Ralph Lauren designed for, they
also created a Wimbledon
collection for tennis lovers to purchase and be a part of the
championships, even if they weren’t able to attend a match. Other Official
Suppliers of Wimbledon include Slazenger, Robinsons, IBM and Lanson – all of
whom create unique and specific Wimbledon campaigns and activations to enhance
their brand awareness.
No golden ducks here!
It’s widely accepted that the game of cricket originated in
the south-east of England and over the years it has grown to become our
nation’s second most popular spectator sport. This summer saw England host the
Cricket world cup for the first time in 20 years, so excitement levels were
Using the opportunity to raise awareness of the sport
cricket and encourage children and adults alike to enter the sport, the England
and Wales Cricket Board created the ‘Express Yourself’ campaign which puts
focus on the players personalities and the excitement of the one-day format,
which England are number 1 in the world at.
With a global audience estimated to be over 1.5billion,
sponsors have the opportunity to position their brand in homes around the
As the Cricket World Cup 2019 Champions, no doubt brands
will be queueing up to get involved with the sport, the England team and
crucially at gross roots level to build future stars.
Change the Game
BBC sport has included Netball in part of its ‘Change the Game’ campaign which focuses on women’s sport. Their campaign for the Netball world cup focuses on the intensity of the game using the 3 second rule (for those who do not know Netball, you are only allowed to hold the ball for a maximum of 3 seconds, otherwise it gets given to the opposition) to demonstrate this. The campaign features players from the England, Scotland and Northern Ireland teams.
Hosted in the UK for the third time, Liverpool is the home
of this year’s tournament where 16 teams from around the world compete for
glory. There’s no denying the southern hemisphere dominate the sport, with
Australia and New Zealand almost taking turns in lifting the trophy since 1963.
During a thrilling and nail biting final, the New Zealand Silver Ferns were
victorious once again, beating Australia 52-51.
England’s Roses finished in 3rd place with a
bronze medal, beating South Africa 58-42.