T1’s Post

Corona? 🍺 Moët? 🍾 or Pilsner Urquell 🍻? 🚨 Official: The International Olympic Committee (#IOC) has announced Anheuser-Busch InBev as a Worldwide Olympic Partner for the next three Olympic Games, starting with Paris 2024 🇫🇷 ➡ 2026 Winter Olympics in Milan 🇮🇹 and the 2028 Olympics in Los Angeles 🇺🇲 1️⃣ This deal introduces Corona Cero as the #official non-alcoholic beer of the Olympics, a first in Olympic history. 0️⃣% Anheuser-Busch InBev, known for brands like Budweiser, Corona and Stella Artois, joins the ranks of major sponsors but has not disclosed the financial details of the agreement. Additionally, Luxury group #LVMH secured a sponsorship for the Paris Olympics last year, incorporating Moet Hennessy champagne and spirits into the Games' hospitality programs. ❌ In contrast: #Pilsner Urquell 🇨🇿 has withdrawn its sponsorship from the Paris 2024 Olympics in response to the IOC's decision to allow Russian and Belarusian athletes to compete. The company will instead #direct its support towards Czech athletes. ➡ I've got my drink* for the Olympics. What are you having? *☕

How Coca-Cola Wins Gold with the Olympics! 🥤🥇 Coca-Cola's partnership with the Olympics isn't just about sports; it's a strategic business move. Here’s how Coca-Cola benefits from this iconic collaboration: 1. Brand Visibility: With over 3.6 billion viewers, the Olympics provides Coca-Cola unparalleled global exposure. 2. Sponsorship Value: Coca-Cola’s Olympic sponsorship is valued in the hundreds of millions of dollars. The company typically invests heavily in marketing campaigns surrounding the Olympics, which generate significant brand exposure and consumer engagement. For example, Coca-Cola’s sponsorship for the 2016 Rio Olympics was reported to be part of a $1 billion agreement shared with other top sponsors over a four-year cycle. 3. Market Penetration: Sponsorship strengthens Coca-Cola's presence in emerging markets, opening new growth opportunities. What is your favorite brand marketing anecdote !? P.S. This photo was taken in The Coca-Cola Company ‘s birthplace in Atlanta, Georgia, USA ! LinkedIn LinkedIn Guide to Networking #cocacola #olympics

We’re going for Gold. AB InBev will be Worldwide Olympic Partners through 2028. Together we elevate our shared commitment to responsible consumption, strengthening beer as the category of moderation and creating new occasions for our consumers. We are very excited to enhance the celebration of the Olympics experience for fans everywhere. Corona Cero allows consumers to experience the iconic #Corona taste they love any time, celebrating all moments of the Olympic Games. Some of our brands will also activate in their home markets, for example #MichelobULTRA will support Team USA. We’ll keep Dreaming Big to Create a Future with More Cheers. Or, in other words, we are going for Gold. #FutureWithMoreCheers #Olympics #Paris2024

Have you yet found your way to our Case Studies section at SGI Europe? Here we feature interesting brands, companies and retailers that all have one thing in common: they have all made an impressive business journey in the international sports industry. This week, we feature the French retailer and manufacturer Decathlon International 🏬 No other sports retailer has expanded as fast as Decathlon. In 2017, with entries in Austria, Switzerland and Israel, the total number of Decathlon stores grew to 1,228 warehouses. Six years later 521 more were opened all around the world with a total of 1,749 Decathlon warehouses. 💰 With a turnover of €15.6 billion in the 2023 financial year, a presence in 57 countries and 1,749 stores worldwide, Decathlon is now the largest sports retailer in the world. ⚽️ Smart sponsorship deals have also helped to improve Decathlon’s credibility in the sport. Decathlon has already become the official match ball supplier for the UEFA Europa League and the UEFA Conference League. Now rumours say Decathlon will sign Antoin Griezman. All these measures are creating an image transfer and are shaking up the decades-long dominance of major sports brands such as #Nike, #Adidas and #Puma in professional sports. Click below to read Dr. Regina Henkel´s story.

🚀 Exciting yet controversial news in the world of sports and sponsorships: Pernod Ricard has announced a four-year partnership with Paris Saint-Germain (PSG), covering all their teams, including football and handball. 🍾🥂 While this deal promises significant brand visibility for Pernod Ricard, it's causing a stir in Marseille. Ricard, a brand with deep roots in the city, was founded by Marseillais Paul Ricard in 1932. The connection between Ricard and Marseille is strong, and the brand's decision to partner with PSG has led to a backlash from Olympique de Marseille (OM) fans. This mirrors a potential situation in Quebec, where if a well-known local brand like Molson were to sponsor the Toronto Maple Leafs, it would likely provoke a similar backlash from Canadiens fans… The core issue here is regional loyalty and rivalry. For many in Marseille, Ricard is a symbol of local pride and heritage. The sponsorship with PSG, a major rival, feels like a betrayal to them. This reaction is a reminder of how deeply regional affiliations can influence public perception and brand relationships. Such partnerships must navigate these sensitivities, balancing national exposure with local loyalties. How brands manage these dynamics can impact their success and reputation. #Sponsorship #BrandPartnerships #RegionalRivalry #SportsMarketing

🏆 Scoring Big Results: How We Helped Unilever Dominate the UEFA EURO 2024™ Conversation Remember the UEFA EURO 2024™ buzz that boosted July's retail sales? We were right in the thick of it with Unilever, amplifying its UEFA EURO 2024™ partnership across its Personal Care brands and Hellmann's. Our strategic trade comms "Game Plan" put Unilever at the centre of the sporting conversation this summer. Think headline-grabbing news stories (22 pieces of coverage!), thought leadership in The Grocer's industry reports, and a high-impact webinar that sparked discussions about the value of sports partnerships. Oh, and we can't forget the unmissable advertising, including putting Jack Grealish front and centre on The Grocer cover for the Hellmann's campaign! The result? A total campaign reach exceeding 6 million! ⚽ It’s definitely been a summer to remember! Ready to score big with your next campaign? Get in touch #SportsMarketing #TradePR #Unilever #EURO2024 #CampaignSuccess

🏃♀️ Women’s sport is proving to be a high return asset class for sponsors who are not only promoting their brand but also creating meaningful impact: •Brand Preference: 29% of consumers have a more favorable view of brands supporting women’s sports. •Consumer Engagement: Sponsors see a higher likelihood of purchase, with a 16% increase among partners of female sports. •Youth Appeal: Women’s sports are gaining popularity, especially among younger audiences, with 44% of them preferring women’s sports over men’s. 🌟 The Middle East market is projected to grow 33% in the next 5 years. A range of dynamics are at play: •National Strategies: Significant national investments catalyze growth featuring major events like the AFC Asian Cup and FIFA World Cup, superstars like Cristiano Ronaldo, and new IP created locally. •Market Orientation: Emirates and Qatar Airways have historically deployed value globally though new IP provides improved localized opportunities. #WomensSports #MiddleEast #SportsSponsorship #MarketInfluence #PortasConsulting

LVMH Becomes an Official Partner of Formula 1 Is this a direct legacy (understand budget reallocation) of Paris 2024? Before Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024, LVMH had never formed a partnership at the group level—it was always led by one of its brands, like Louis Vuitton or TAG Heuer. After the Olympics and Paralympic Games, many in the sports business world questioned what the legacy would be for sponsors. When you’ve invested tens of millions to partner with the Games, there’s a significant opportunity to reallocate that budget once the event is over. So where would all that money go? That’s the question sports rights holders and marketing agencies have been asking. Well, here’s the answer for LVMH: they’ve shifted to Formula 1, with a partnership fee likely on par with their Paris 2024 sponsorship. Now, the big question is—what will other giants like Carrefour, Sanofi, ArcelorMittal, Decathlon , and PwC do next, after their unprecedented investments in sports sponsorship? What’s your bet on who will announce the next big move? // I´m PE, co-founder and international lead of BOOST, 1st European, sports-focused and purpose-driven headhunting agency. Make sure to follow me for concrete tips and career opportunities within the sports industry #jobinsport #sportsjobs #recruitment #sportbusiness #sponsorship #legacy

📢 caytoo's #sponsorship year in review is here ❗ We analysed over 3,390 deals signed around the world in 2023, and these are the headlines: 🏅 Sports accounts for 87.4% of deals ⚽ 39.1% of sports deals are football (soccer) rights holders – led by the likes of FIFA, UEFA and large European clubs 🍻 Food & Beverage was the sector that did the most deals – driven by Alcohol, Foods and Soft Drinks 🏇 Gambling is the most prevalent sub sector, accounting for 6.7% of all deals 🏢 The top five brands by number of deals are The Coca-Cola Company (16), TikTok (12), Toyota Motor Corporation (12), McDonald's (11) and AB InBev (11) 👠 The largest reported deal value is €150 million for LVMH’s sponsorship of the Paris 2024 - Comité d'organisation des Jeux Olympiques et Paralympiques de 2024 💰 Football accounts for 11 of the 13 highest reported values Do any of these stats surprise you? Read more on our website 👉 https://lnkd.in/eAcfuWSX

🏉 Global Reach Through Local Pride: Checkers' Winning Formula 🏉 As South Africa’s retail landscape evolves, Checkers is making bold moves to market its brand globally, combining the country's passion for rugby with culinary excellence. By leveraging its partnership with Jamie Oliver and its strategic involvement in rugby, Checkers is showcasing not only quality but also a deep connection to culture and tradition. 1. Rugby Sponsorship: Rugby isn’t just a sport in South Africa—it’s a symbol of national pride and unity. By aligning with this, Checkers has tapped into a powerful cultural touchstone that resonates deeply with both local and international audiences. The global attention on SA rugby opens doors for the brand to extend its reach beyond borders, showcasing its quality products to fans worldwide. 2. The Jamie Oliver Campaign: Bringing on board Jamie Oliver, a global food icon, has further elevated Checkers’ status as a premium retailer. This collaboration, which champions affordable, fresh, and sustainable food choices, speaks to modern consumers. It bridges the gap between South African culinary traditions and global food trends, while making gourmet experiences accessible to everyone. These initiatives aren’t just about selling products—they're about telling a story. A story of quality, culture, and connection that appeals to a broad audience, both locally and internationally. 🌍 Checkers is crafting a masterclass in how a brand can remain authentically local while thinking globally. 🔥 The Shoprite Group of Companies #MarketingStrategy #GlobalBrand #RetailInnovation #Checkers #JamieOliver #Rugby #ProudlySA #BrandBuilding #GlobalReach