Sports sponsorships are an art – it takes courage, conviction and a little bit of luck to maximize their value. The basics are simple, you select a player or team, plan out a series of photo shoots, appearances, commercials, pr events… with an expectation that their success will elevate the awareness and preference for your brand.
For one, CENTURY 21 is a global real estate brand and futbol is a global sport loved by millions. “From North Pole, Alaska, to Adelaide, Australia, our extensive reach and capabilities allow CENTURY 21 sales professionals to help homebuyers and sellers around the world achieve their real estate goals,” said Bev Thorne, chief marketing officer, Century 21 Real Estate LLC. “We are thrilled to support the U.S. National Teams’ participation in the world’s most popular sport.”
Equally important is the fact that the majority of real estate professionals are women, (60% according to NAR) and bottom line…who doesn’t love a winner?
To leverage the sponsorship, the CENTURY 21 brand advertised during the Olympics and created programs to help CENTURY 21 agents and brokers bring the sponsorship to life at a local level through various local activation ideas such as:
- hosting gold medal viewing parties at their offices
- providing contributions and equipment to local soccer leagues
- resurfacing a local soccer field
- sponsoring local youth teams and leagues
“Participants in the campaign have the opportunity to showcase their local execution of the CENTURY 21 U.S. Soccer sponsorship in their communities through a video competition.” said Thorne. “Through this contest, those CENTURY 21 offices that are making a real difference on soccer fields around the country will have an opportunity to win an appearance by a current U.S. Soccer player or U.S. Soccer legend.”
The sponsorship was a bold move that paid off as the world’s attention was focused on the U.S. Women’s team as it capped off an incredible run for the Olympic gold medal in dramatic fashion at the 2012 Summer Olympics in London. To reach the gold medal match, they defeated France, Colombia, Korea DPR, and New Zealand before reaching the semifinals against Canada.