A farewell and an overview

As we reach the end of this blog, which has been a great experience for me, I would like to give a quick review of the main points I touched during these four weeks.

I began this blog writing about Cause Related Marketing (CRM), which, in my opinion, is one of the best marketing strategies that a company could implement. I emphasized that CRM is the partnership between businesses and causes to market a product or service for mutual benefit. CRM can be beneficial for both organizations and society. I also mentioned that CRM can be even more effective in the sport industry because of its reach and power.

I gave the example regarding the partnership between Jeff Gordon and AARP. AARP is a foundation that helps struggling seniors, 50 and above, by providing them direct assistance and generating awareness in the population. This foundation launched the campaign, Drive to End Hunger, and signed a contract with Gordon in 2011. Drive to End Hunger has become the main sponsor for Jeff Gordon and has raised more than 17 million dollars.

Another example related with CRM is the Kick4Life foundation. This foundation has partnerships with organizations such as the Premier League, Microsoft and Nedbank. The foundation works to promote health education and awareness in Lesotho, the third country with highest HIV cases. This foundation has a large amount of projects that mostly focuses on HIV prevention and testing. They provide a curriculum to educate young people regarding HIV, provide free HIV testing and counseling, and have various campaigns to generate awareness, such as, the K4L FC and ICT campaign.

I also wrote about sponsorships and their negative consequences on both teams and sponsors if they are not managed carefully. Saturation levels of sponsorships create negative attitudes towards the team; therefore it ends up affecting the teams or organization’s image. Additionally, it is wasteful for sponsors because saturated levels of sponsorship generate confusion and decreases the brand recall rate. They interfere with the information processing, making much more difficult to distinguish different stimuli.

Later on I talked regarding soccer in the U.S. I concluded that soccer is not a viable “product” for the American sports market because the market is already controlled by the major leagues, American sports are strongly linked with American culture and history (which makes soccer unattractive), and because the low popularity of this sport makes it unattractive for investors and the media.

My final post was regarding social media. I exposed the major benefits that social media provides to sports, leagues and teams. It has the capacity to build direct and strong relationships with fans, promote new products or events, and gather demographic and psychographic information. I emphasized that social media can be easily implemented in sports because of the attachment of fans with sports. Fans usually want to interact with other fans, feel closer to the team and express their loyalty.

I hope that you have enjoyed reading all these posts as much as I enjoyed writing them.


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