A Visa fez a primeira parceria com as Olimpíadas em 1986, a Samsung em 1988 e a Coca-Cola em 1928. Isso é que é construir uma marca a longo prazo. Assim como os atletas olímpicos que treinam a vida inteira para um momento sob os holofotes, as principais marcas do mundo sabem que o desempenho da embreagem vem de investimentos de longo prazo.
Com a chegada das Olimpíadas de 2024, vamos usar alguns dados novos para analisar como as marcas estão usando os patrocínios esportivos de longo prazo para desenvolver o valor da marca.
Patrocinadores olímpicos obtêm grandes resultados no reconhecimento da marca
These days, marketers tend to be judged on their ability to create consumer demand, generate sales, and deliver immediate returns on their ad spend, but top brands know better than to ignore top-funnel metrics. We’ve studied thousands of campaigns over the years and found that on average, a 1-point gain in top-funnel brand equity metrics—like brand awareness and relevance—drives a 1% increase in sales.
As Olimpíadas são um ótimo exemplo do impacto que as parcerias esportivas de longo prazo podem ter sobre o conhecimento da marca. Um pouco mais de 40% dos consumidores globais estavam cientes da associação da Visa com as Olimpíadas antes dos Jogos de Tóquio em 2021, e esse número aumentou três pontos para 43% em maio de 2024. Ele saltou dois pontos na França (de 29% para 31%), cinco pontos na Austrália (de 33% para 38%) e doze pontos nos EUA (de 37% para 49%).
You can find insights about Visa and other Olympic partners on our Olympic Insights Hub, an online resource we launched recently to share data about fans, brands and athletes throughout the summer. For instance, P&G’s association with the Olympics has gained two points in awareness between 2021 and 2024, Samsung’s seven points, and Airbnb’s nine points (figure 1).
Vinculação da boa vontade de longo prazo ao entusiasmo atual dos fãs
The brands above are not resting on their laurels and have been making the most of their association with the Olympics in recent months. From January to May 2024, Visa has spent nearly $29 million on advertising, Airbnb $250 million, and Coca-Cola over $440 million, according to new data from Nielsen Ad Intel.
Desde o início do ano, cerca de 80% do total de gastos com publicidade dos patrocinadores das Olimpíadas deste ano foi destinado à televisão, mas cada mercado é diferente. Na Alemanha e na Indonésia, por exemplo, mais da metade do orçamento de mídia da Coca-Cola foi para canais on-line e, no Reino Unido, dois terços foram para canais externos.
Wherever they may be, sports fans are simply more likely than the general population to engage with sponsors and purchase their products. By advertising around the Games, Olympic sponsors can capitalize on fan enthusiasm and years of goodwill: short-term and long-term marketing working hand in hand.
Medir o sucesso de forma holística
O conhecimento da marca é fundamental - os consumidores raramente compram de marcas que não conhecem -, mas os benefícios do patrocínio esportivo de longo prazo vão muito além do conhecimento. E medir o sucesso deve ser um esforço integrado.
“We think about measurement holistically,” said Molly Beck, Strategy and Planning Lead for Google’s Center of Excellence for Sports Marketing in a recent Nielsen webinar on driving value through women’s sports. “We’re looking at broadcast reach and views as we always do, as we always will, but being a fan… is more than just tuning in on Saturday night for this or that game.” Streams, game highlights, tickets, scores, following a player on TikTok and shopping for a new signature shoe line are all part of the fan experience, and therefore a part of the measurement equation too. “As a brand, you’re only going to get so much value from showing up courtside. A lot of it is going to come from how the fan is consuming around that moment, before that moment and after that moment.”
That’s where a long-term partnership pays off. For WNBA Chief Growth Officer Colie Edison, “Many brands are trying to seize the moment…but if you don’t have the patience to actually do a multi-year investment, you won’t make the most of your relationship.”
In our interviews for the Relatório anual de marketing de 2024, Adam Isselbacher, SVP, Group Director Research & Analytics at UM Worldwide concurred and reminded us that “brand building is not just about making a brand visible. It’s about embedding into the consumer consciousness.” That takes time.
Neste verão, canalize seu atleta olímpico interior e invista em sua marca a longo prazo.
Para obter ainda mais insights, explore o centro de insights da Nielsen sobre as Olimpíadas.
