Finally in 2021 we have EURO 2020. It comes with a delay of 12 months and will be held for the first time in 11 European cities. There are great expectations on our part as Portuguese and a great confidence as a nation to at least match the achievements of 2016 and bring the mug home again.
For marketers, this is a fantastic opportunity for their brands to differentiate themselves in an event that moves passions and that will certainly conquer, during the month of its realization, the leadership of audiences, especially in our national team’s games. There are many similarities between football and marketing. In both, we have to be persistent, have confidence and be able to take risks, have the discernment to take the lead in chaos and bring tranquility to our teams, I would even say that at another point of confluence, they both have to have a little faith, even living more and more in a data driven world.
We expect victories from our team, even because they drag audiences. Audiences moved by passion, leverage the economy, dynamize the country’s financial ecosystem and, above all, the sector to which we are connected.
This Euro is an excellent opportunity for brands to increase their relevance and compete for the top of mind and associated share of spending, whether they are already connected to the sport or not. Let’s have as a brand the objective of making ourselves known as a challenger (example of one of the main sponsors of Euro 2020 “Tik Tok” that didn’t exist in 2016 at the time of the last Euro), let’s have to consolidate our current position or even aspire win over new audiences. Working the notoriety with the association to this sporting event is a unique opportunity and that no marketeer should neglect. Television will be the excellent medium where we will be able to watch the games live, but more than ever the multiscreen opportunity brings huge incremental gains, with social networks taking on a preponderant role here, with a share of attention higher than ever. Fruit of the pandemic and the limitation in terms of spectators in the stadiums, this will be an event where, more than ever, new technological and digital solutions assume a preponderant role in the interaction and involvement with fans, kicking off the competition with a virtual performance of “ We Are The People”, which allows us to foresee a competition full of news.
Surely the winning brands will be those that bet on their creative daring and that have the ability to create content that sets them apart, ideally on video, since we will have a proliferation of screens that allow us to follow everything that is happening during the millisecond the tournament. Consistency across the various media that incorporates the marketing plan will be vital. We are talking about the spot on TV or radio, passing through the outdoor, the press or content produced for social media. Content and respective message is more than ever “King” and this is what audiences will look for and scroll on their mobile phones while watching the game on television.
This Euro 2020 is a fantastic opportunity for brands to give consumers something they alone cannot get. We should not assume that all viewers, viewers, followers or fans, whatever we want to call them, all intend the same, because this is not true. This is the magic of Marketing and I would even say Football.
Let the games and the magic of Football begin.
*By Rui Freire, managing director of Initiative Portugal
** Starting on Monday, the M&P, in partnership with the Initiative, will publish the analysis of audiences for the Euro 2020 games
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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