Sports marketing is everywhere. In all the stadiums of the world especially during the greatest sporting event on the face of the earth - the Olympic Games, different competitors are fighting hard to get a piece of the cake.
More and more global companies use sports as a platform to raise awareness about their brand, and to get people talking about them. Why are they doing this? Well, first of all, let’s be honest, everyone loves sports!
Secondly, it spreads positive values which are particularly close to the values and objectives of a company. And finally, it is one of the cheapest forms of communication, which has the most impact on the general public.
Let’s take an example, the Tour of Rwanda is the most widely viewed sports event in Rwanda attracting about four million people every November. The cycling federation in Rwanda, Ferwacy, gives an opportunity to companies to advertise in their caravan movement during the competition which attracts cyclists from all over the world. However, when the companies calculate their return on investment, this increases their fame much more than any other basic advertising they could do.
To sum it up, sport brings a brand, a company closer to the public. Everyone is united around one great event. Think about the image, and the sympathy that this will create for a brand. Moreover, as all the categories of the public are involved in these big events, it will impact everyone.
Now, what is Olympic marketing?
If you look at it closely, you will find that 11 of the most influential companies are official sponsors of the Olympic movement. And if we talk figures, today it accounts for seven billion dollars of revenue over a period of four years. Not bad, uh? And do not forget that these brands also benefit from the exclusivity that is granted to them.
And what do we do in Rwanda?
The Olympic movement is becoming more active. There is a new vision which is aiming at building generations of champions. The Rwandan Olympic Movement is increasing its scope of influence nationally but also regionally and internationally, by developing programmes that involve the entire Rwandan population, with one single objective: ‘Make Rwandan sport shine’.
The Rwanda National Olympic and Sport Committee, through the development of its activities is offering an amazing opportunity for promotion and growth. You will do well to embrace it!