A smart trick for sports promoters and governing bodies is attracting new fans but without losing any of their traditional fan base.
Despite some early resistance, cricket has done a great job in reaching a new audience through 20Twenty, for example.
In some people’s eyes rugby union is the refuge of the private school toff and the hooray Henry. But finally the sport is now trying to reach previously untapped talent and take the game to a wider viewing public.
So while it is encouraging to see England sponsor O2 doing its bit through initiatives such as its TV programme, ‘The Big Tackle with Austin Healey’ – others are sadly lagging behind.
Take this horribly self-satisfied ad from fashion retailer Eden Park, starring England internationals Delon Armitage, Olly Barkley, Ugo Monye, Danny Care and winger David Strettle sporting a ridiculous black-eye. It’s excruciating.
On a more positive note, Marketing has talked to O2 head of sponsorship Mark Stevenson and Austin himself about O2’s rugby sponsorship and will be bringing you the video on marketingmagazine.co.uk later this week.
