Definition:
through Sport is, marketing or advertising a product or service through any particular sport, it could be at a stadium on a billboard, on the players jerseys, or on a tv commercial during a sporting event. The product or service does not have to be related to the sport. This is done to attract the viewers to the product being advertised not the sport being played.
Example 1:
The New Zealand All Blacks rugby team has recently signed an $80m deal with ‘AIG’ that is a global insurance company. AIG said “We didn’t take our search for a new team to sponsor lightly – we wanted to make sure we chose a sport whose values were aligned with our own.” AIG is advertising their company logo on the front of the rugby Jerseys. The All Blacks being the best rugby team in the world, and rugby being a very global sport means that they are watched by millions of people across the globe and they will see this brand on the jerseys even though they have not real link to the sport.
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Example 2:
BMW sponsor the PGA tour, which is a series of golfing tournaments run throughout the year in America. BMW has no relation to golf, but is using the sport to advertise their product. Golf is a sport that has been known to be played by wealthy people all around the world and watched by millions. BMW are high-class expensive machines, this is why they choose to target the sport of golf where there tends to be people with the money to by one of their cars.
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Example 3:
Doritos advertising their product during NFL games. Once again Doritos chips have nothing to do with the sport but because it is watched be millions of people it is a great way to market their product. It is also a time where food may be on peoples mind, and watching the advertisement may encourage the viewers to purchase that product.
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The advertisement link:
https://www.youtube.com/watch?v=o5192E9Pnfo
Ruaridh Mackenzie 