Italiano, Translations
11 Motivi per Sponsorizzare il Football Americano
Di: Travis Brody
Traduzione a cura di: Enrico Brazzi
A cura di: Valentina Ferrara
Il football americano è uno sport in ascesa in Europa. Per questo motivo ha attirato l’interesse e i contratti di sponsorizzazione di innumerevoli aziende del continente, che stanno iniziando a riconoscere il potenziale che risiede nello sponsorizzare squadre e organizzazioni di football americano. Infatti, non solo questo sport ha un seguito vario e leale, ma sta anche crescendo in maniera esponenziale giorno dopo giorno. Sponsorizzare il football può essere una delle migliori decisioni prese dalla vostra organizzazione e può aiutarvi a farvi conoscere come un’azienda innovativa e all’avanguardia, in grado di individuare sul nascere le tendenze della società.
Abbiamo redatto una lista di 11 motivi per i quali dovreste sponsorizzare il football, che pensiamo possano spingervi a decidere di offrire il vostro contributo a questo grande sport.
1. È il vostro target.
Praticamente tutte le aziende del mondo investono in maniera massiccia per raggiungere la fascia d’età tra i 18 e i 35 anni. È un’età cruciale, in cui le persone iniziano a sviluppare le brand loyalty che manterranno per il resto della vita. Le aziende che vendono piani finanziari, assicurazioni, beni di consumo, automobili, servizi di telecomunicazione, birra, ecc. investono miliardi di dollari per raggiungere questo target group.
Il football offre un netto vantaggio nel raggiungere questa fascia d’età. Poiché questo sport è cresciuto in maniera spropositata negli ultimi 20 anni, i fan di football sono in media più giovani rispetto ai fan di altri sport di squadra più radicati, come il calcio, il rugby, o il basket. Inoltre, videogiochi come Madden NFL hanno creato una base di tifosi giovani e accaniti in tutta Europa.
2. È un mercato di nicchia, decisamente famelico.
Gli europei che seguono con entusiasmo il football si impegnano in prima linea per la crescita e lo sviluppo di questo sport. Giocatori, tifosi, allenatori, ecc. mostrano con orgoglio il proprio coinvolgimento, e la voce si sparge velocemente all’interno di questa comunità. Gli sponsor che riescono a identificarsi con questa comunità vengono apprezzati e tenuti in grande considerazione dalle persone che ne fanno parte e che, essendo utenti precoci ed esperti di football, tenderanno a diventare utenti precoci ed esperti anche del vostro brand. A differenza del calcio, del rugby, e del basket, il football non genera tifosi “casuali”. Genera tifosi interessati, totalmente affezionati a questo sport: una comunità ideale per qualsiasi azienda o brand.
Le aziende innovative sanno che la brand association dei consumatori si basa sulle loro passioni e, una volta coinvolti nel mondo del football, è molto probabile che i suoi tifosi si appassioneranno alla vostra azienda.
3. Il football è in rapida crescita.
20 anni fa esistevano meno di 400 squadre Senior (dai 18 anni in su) in Europa. Oggi esistono più di 1500 squadre, distribuite in 35 paesi, senza contare le 700 e più squadre giovanili (dai 12 ai 18 anni). Non esiste indicatore migliore per mostrare quanto rapidamente il football stia crescendo, e quanto continuerà a crescere. Negli ultimi anni, la crescita è stata talmente positiva che ora esistono più di 200 squadre femminili e un numero incalcolabile di squadre di flag football. Il flag football è la versione senza contatto del football, e anch’esso è diventato un punto fisso in diversi paesi. Per di più, il football è popolarissimo negli Stati Uniti, dove ora è lo sport più seguito. Questo dimostra il potenziale di crescita del football in un grande mercato. Il baseball, come il calcio in Europa, è stato lo sport più popolare negli Stati Uniti per oltre 100 anni, finché non è stato soppiantato dal football circa 20 anni fa: ora il football è lo sport più seguito e guardato negli Stati Uniti. Data la sua crescita senza precedenti, è plausibile che un giorno il football possa mettere in discussione lo status del calcio come sport più popolare in Europa.
4. Il vostro messaggio avrà una cassa di risonanza più ampia.
Come sponsor di football americano, avrete una sorta di monopolio sull’attenzione del pubblico. Ogni squadra di calcio di alto livello ha centinaia di sponsor: quando un tifoso di calcio si reca a una partita e vede 300 pubblicità diverse, non si riesce a catturare la sua attenzione e questo significa che il vostro messaggio si perderà nella massa. Nel football americano, invece, avrete più influenza sul pubblico, poiché avrete meno concorrenza.
5. Il football americano è uno sport emozionante.
A differenza di qualsiasi altro sport, il football si gioca alla massima velocità e intensità. Inoltre, è uno sport incredibilmente strategico, e spesso viene paragonato agli scacchi. Inseriteci lo spettacolo offerto da cheerleader e altri artisti, e avrete un’esperienza irripetibile. Se volete essere considerati un’azienda che emoziona le persone, è meglio legarsi a uno sport che emoziona le persone.
6. Collegate il vostro brand ai valori positivi del football americano.
Il football è da tempo apprezzato per i valori che infonde nei giovani adulti. Tenacia, lavoro di squadra, impegno, strategia, unità e forza sono i valori fondamentali di questo sport. Le aziende innovative comprendono che legarsi a principi ben definiti come questi può portare a sviluppare consumatori affezionati e a produrre una brand awareness positiva. Il vostro brand può presentare queste qualità alla propria core audience semplicemente legandosi alla giusta squadra di football.
7. Un ritorno di investimento maggiore.
Investire una certa cifra nel football vi garantirà un ritorno maggiore rispetto al calcio. Per esempio, firmare un contratto di sponsorizzazione da 20.000 euro con il Manchester United o il Bayern Monaco vi porterà l’equivalente di una pacca sulle spalle. Quella cifra non significa praticamente nulla per una squadra del genere, e questo riduce del 95% le aziende che possono sponsorizzare quel tipo di squadra. Invece, un contratto di sponsorizzazione da 20.000 euro con una squadra di football vi porterebbe ad avere un ruolo importantissimo nella brand image della squadra, senza contare un trattamento da “tappeto rosso” che difficilmente otterreste altrove. Le squadre costruiranno campagne marketing attorno al vostro brand, useranno il vostro logo e i vostri simboli ad ogni occasione, vi forniranno biglietti gratis per le partite, vi menzioneranno sui social network, e vi pubblicizzeranno sul loro sito web. Provate a ottenere lo stesso trattamento dal Real Madrid per quella somma!
8. Essere pionieri di questo sport.
Farete parte di uno sport in continua crescita. La vostra azienda potrà trovarsi nel posto giusto al momento giusto. Introducendovi nel football per tempo, avrete più possibilità di avere un legame duraturo e positivo con questo sport quando diventerà incredibilmente popolare tra il grande pubblico. Prendete Gatorade, per esempio, è uno degli sponsor di lunga data della National Football League: divenuto sponsor nel 1983, anni prima che diventasse la lega più popolare degli Stati Uniti, e oggi è uno dei brand che vengono associati comunemente con la NFL. A oggi, la NFL è la lega sportiva più redditizia del mondo, e Gatorade ha tratto grossi benefici da questa partnership.
9. Molte aziende multimiliardarie sono già coinvolte.
Brand come Levi’s, Chrysler, Dodge, Swarco, Raiffeisen e New Yorker sono entrati nel mercato europeo del football in maniera massiccia. Ogni brand citato è (o è stato) lo sponsor principale di squadre tedesche o austriache, paesi in cui il football ha un forte seguito. Squadre come gli Swarco Raiders Tirol di Innsbruck (Austria), i New Yorker Lions di Braunschweig (Germania) e i Raiffeisen Vikings Vienna (Austria) hanno addirittura aggiunto il nome dello sponsor a quello della squadra. Non è soltanto un’idea creativa, è anche una situazione win-win per lo sponsor e per la squadra.
10. È un ottimo modo per raggiungere gli emigrati.
Molte aziende hanno individuato gli emigrati come potenziali consumatori, date le incredibili opportunità che nascono da questi gruppi. Quando le persone si trasferiscono in un altro paese, spesso non hanno familiarità con la lingua, la cultura e le aziende che vi trovano, sviluppando così nuove brand affinity e brand loyalty verso varie corporation. Aziende come ING hanno dato grande importanza al raggiungere queste comunità, capendo che tutti hanno bisogno di un conto corrente quando si trasferiscono in un altro paese. ING non è l’unica azienda a ragionare in questo modo, altri hanno impostato strategie di marketing per le comunità di emigrati, per sviluppare un legame il prima possibile. Praticamente tutte le squadre europee hanno almeno un paio di giocatori emigrati, provenienti dagli Stati Uniti, dall’Africa, dal Medio Oriente o da altri paesi europei. Per la vostra azienda, è una grande opportunità per sviluppare un legame con questa comunità, sia per quanto riguarda i giocatori che per quanto riguarda i tifosi.
11. L’accesso a un mercato nuovo, ancora da sfruttare.
Il football è ancora uno sport alternativo, i cui tifosi si interessano poco (o non si interessano affatto) al calcio. Per questo motivo, sponsorizzare il calcio non vi garantirà l’accesso a questa fascia di persone, poiché molti giocatori e tifosi di football non seguono il calcio o sono solamente tifosi “casuali”. Non inserendovi tra coloro che seguono il football, perderete un segmento della popolazione in crescita. La maggior parte delle aziende che fa la solita scelta di sponsorizzare le squadre di calcio perde una fascia demografica pronta per essere colta. Le aziende innovative che hanno visto il potenziale di crescita del football sono quelle che raccoglieranno più frutti.
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