A different kind of pitch

It's all kicking off!

It's the most talked about and most lucrative football league in the world. It is home to the biggest names, the largest clubs and the greatest opportunities for making money. The Premier League is back, and it is back with a bang. This season alone, it is estimated to attract over £3 billion in sponsorship and rights and with the first games kicking off last weekend, all eyes were not only glued to the action, but to the big brands being broadcast behind them.

This year, at a cost of £40 million, Barclays once again return to stamp their name on the game as Premiership sponsor. Though many have debated the return on such a huge investment, it is evident, from the price being paid, that big names are recognising big benefits to being associated with the sport.

But there is more to being a sponsor than simple association. Sponsorship is the entry ticket to the event. To fully utilise the worldwide exposure, a marketing strategy is needed that is capable of connecting with the psychology of the sports fan. A fan who is unwaveringly loyal to their team who will, in any weather and under the weight of any disappointment, always choose to support.

Loyalty

This loyalty is extremely rare. It is also extremely valuable and potentially lucrative to a sponsoring company, if they have the ability to acquire it. Barclays have taken steps to do just this. The principal component to Barclays' campaign this season is a beautifully shot television commercial that thanks the real man of the match: the fan. It is a visual dedication, underlined by the Twitter hashtag #YouAreFootball, to the people, who every weekend, are singing and sighing in the stands and making the sport what it is.

However, while this television advert is certainly cleverly crafted to be emotive and openly appreciative, there is arguably an untapped resource here that has yet to be utilised by Barclays. Take The Seattle Sounders of Major League Soccer; They have created a swipe card for their supporters. With every game attended and every penny spent, the fan is rewarded for their loyalty with chances to meet the players and access exclusive merchandise. The Seattle Sounders are using data to give something back to the fans so the fans can get something more out of their football.

For the first time this season, Barclays have a potential opportunity to do the same. They now have access to the data provided by OPTA, the Premier Leagues official media data collection and distribution partner. With the accumulation of data of up to 2,000 statistics per game, they know everything from penalties, to possession, to passes. This information, used by talent spotters throughout the country, would be an enticing reward to offer to fans and perhaps a more relevant response to their loyalty, than a temporarily screened advert.

Football's big data

New technology is providing Barclays with a prospective opportunity to associate themselves with the sport in a more visceral way. Although implementing this type of scheme is strewn with challenges, the potential is undeniable. Here they have the chance to make something massive out of their sponsorship and recreate the relationship between the sponsor and the sports fan.

Using data imaginatively is a technique adopted by other brands to make their mark on the football season. The Sun and Carlsberg are two such examples. They have both developed a marketing campaign, based around live data and fan involvement, which is built on accessibility, accuracy and audience inclusion.

The Sun has now launched their fantasy football game, ‘Dream Team’ as part of the support for their new digital platform, Sun+. It can be played on the android, through the iPhone app, or online via the website, and uses match data to create a season-long competition. It is a multi-platform campaign that gets straight to the heart of the fans connection with their sport and rewards their passion and desire by placing them directly in the manager’s shoes.

Carlsberg, the official beer of the Premier League this season, has combined the use of data with product purchasing. A simple premise, but an extremely effective one: buy our products, win our prizes. The ‘Time to Take Your Seats’ initiative provides fans with a chance to win tickets to the big games in the first ten weeks of the season, via a cutting-edge website. With live data and prize draws, they encourage fans to support and share.

Perhaps the most insightful aspect of Carlsberg’s campaign and The Sun’s fantasy league, is that they are interactive initiatives that bring football fans together. They provide platforms for supporters to discuss the latest games, players, statistics, and highlight perhaps the most important aspect of what being a football fan is really about: camaraderie and commitment.

Sponsorship of the Premier League, and involvement in the football season, certainly appears to be a lucrative investment. Technology is reinventing the way companies are able to identify with their customers and it appears that the mentality of the sports fan is something that could be adopted by the marketing industry in general. When it comes to supporting a team, and devising an advertising campaign, come rain or shine, disappointment or success, you need fortitude, fortune and a little bit of faith.

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