Some brand sports partnerships and sponsorships make a lot more sense than others. Heinz Mayo's decision to sponsor Euro 2024 was an attempt to tap into the massive European football audience.
Mayo is often associated with summer barbecues and sunny picnics, and unfortunately, the weather during the Euro tournament didn’t exactly scream ‘BBQ season’. A drizzle of rain instead of a drizzle of sauce...
Heinz Mayo isn’t the only brand that’s found itself sponsoring an event that doesn’t quite align with its image or target audience. This got me thinking of other partnerships that made me wince over the years... 🤔
Sunny Delight and the Winter Olympics
Back in the day, Sunny Delight was known for being the bright, sunny orange drink meant for summertime fun. So, when the brand decided to sponsor the Winter Olympics, it left many scratching their heads. There’s nothing sunny or warm about skiing down snowy slopes or performing figure eights on an ice rink. Sunny D was hoping to associate itself with a global sporting event, but the chilly winter vibes didn’t exactly help sell a drink associated with fun under the sun.
The Weird Tale of Viagra and Formula 1
Viagra’s sponsorship of a Formula 1 team in the early 2000s raised quite a few... eyebrows. Yes, F1 is all about power and performance, but the connection between a high-speed race car and, well, the product that Viagra is known for, didn’t exactly click for many. While it certainly garnered attention, it was for all the wrong reasons. Sometimes, being memorable for the wrong reasons isn’t the kind of brand awareness you want.
Mountain Dew and Cricket in India
Mountain Dew tried to crack the Indian market by sponsoring cricket, the country’s biggest sport. The problem? Cricket is traditionally seen as a sport of elegance, patience, and skill. Mountain Dew’s image is all about extreme sports, daredevil stunts, and fast-paced thrills. The sponsorship fell flat because the high-octane brand didn’t fit the slower, more methodical pace of cricket. It was a disconnect that cricket fans couldn’t quite buy into.
If there’s one lesson brands should take from these examples, it’s this: you’ve got to understand the sport, the audience, and the occasion. A strategic sponsorship means aligning your brand values with the right event, so the relationship feels authentic and seamless.
Are there any sponsorships you've seen out in the wild that have made you stop and think?
#marketing #business #insights #sponsorship #strategy #premierleague #football
