Coventry University tackles the power of sport as a marketing tool

THE successful use of sport as a marketing platform is to be the subject of a new seminar at Coventry University.

The Birmingham and Coventry branch of the Chartered Institute of Marketing said major sporting events such as next year’s Olympic Games and the football World Cup offered enormous opportunities for marketing firms.

Gary Hebblethwaite, a member of the CIM’s regional committee, said: “For those brands that understand the dynamics of the medium, and are able to exploit the potential offered by sport, the rewards can be phenomenal.”

The seminar – The Power of Sport in Marketing – takes place at the Coventry University Business School, on March 24 and features as guest speaker, Professor Simon Chadwick, chair in Sports Business Strategy and Marketing at the school.

“Professor Chadwick will examine the special characteristics of sport that make it such an attractive vehicle for marketers. He will highlight the key differences between Sport Marketing and Marketing through Sport,” added Mr Hebblethwaite, who is also business development director at Wolverhampton based Connect.

He said three case studies would be used to illustrate the marketing potential offered through sport via ambush marketing – the case of Bavaria Beer at the 2010 World Cup, social media marketing – the case of Sony and the activation of its FIFA sponsorship, and the creation of successful sporting destinations – the case of Emirates and its creation of a clear sporting proposition such as securing the naming rights for Arsenal Football Club’s new stadium.

“The evening promises to deliver some key insights and lessons that all marketers will benefit from, irrespective of market sector or budget,” said Mr Hebblethwaite.