Submitted by: Jess Taylor 09/08/2016
Well before UEFA Euro 2016 was underway, magazines, newspapers and brochures featuring adverts, sponsored content, previews, game-plans and pocket guides will have hit the shelves in a colossal media campaign of which print is an integral part. To read the full article see below.
Football is the world’s most popular sport with an estimated 3.5 billion fans worldwide; thus attracting a multitude of sponsors. Even with the suggested 50% inflation cost to sponsors, each sponsor pays top dollar to take part in Euro 2016. These companies, such as McDonalds, Coca Cola and Carling, clearly deem their investment worthwhile as they continue to sponsor tournament after tournament. Euro 2016 have also welcomed new emerging brands to advertise such as Chinese electronics company Hisense.
The added value of print
There is an element of complexity to assessing return on investment for such sponsorship. The Austrian Focus Institute believes that 60% of advertising value is generated by television and print. Studies show that print advertisements featuring a sports star enjoy 7.5% more awareness than those who don’t.
The souvenir effect
Hardcore football fans love collecting things and print, as a tangible, enduring, physical product, is uniquely placed to satisfy this desire. Souvenirs’ such as the football programme and football stickers.
Newspapers, whether they are general tabloids like Germany's Bild or specialist titles like Portugal's A Bola, are a perfect medium for sponsors seeking to reach a large audience very quickly. Emanuela Novakovic, Marketing Manager at Hyundai said “Print is a key channel which, backed up by other advertising media over the entire promotion period, will achieve the desired activation of potential customers.”
The real thing
At the beginning of this year, Coca-Cola launched its ‘Taste the Feeling’ campaign globally. The campaign covers TV spots, print ads, out-of-home, social media and in-store campaigns offering free products with Coca-Cola multipacks. Philipp Bodzenta, Head of Communications & Public Affairs at Coca-Cola said “During Euro 2016 itself and in the weeks running up to it, our entire print campaign will naturally be devoted to the topic.”
In an age when fans face more temptations than ever to change their allegiance, many clubs use magazines to help keep them loyal. The GfK study found that print ads in magazines generated €1.30 in revenue for every €1 spent. The report suggested they were especially effective because they offered precise targeting and a choice of ‘umfeld’ – a German media planning term for the editorial content surrounding adverts – for campaigns. Souvenir editions of newspapers, special programmes only available at the stadium or a book of Panini stickers will resonate with consumers long after they have forgotten that photo on Instagram. At mega-events such as Euro 2016, print has a power all of its own.