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Ed Kemp on Sports Marketing

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For a developed sponsorship market American sport does throw up some truly odd alliances   

Speaking at an IAA event today Harlequins CEO Mark Evens pressed home the importance of a brand having strong synergies with the sport or team they sponsor.

 

So, you really have to wonder what was said in the meeting in which Pedigree decided NASCAR was the sport for them.

 

The pet food giant is now running a competition in which petrol-heads are urged to send in pics of their pooch dressed in the latest NASCAR clobber to win the title of ‘Luckiest Dog of NASCAR’. But why??

 

http://tsc.nascar.com/pedigree/

Published May 20 2009, 05:33 PM by Ed Kemp

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candace kuss
  May 21, 2009

hi Ed — I don't know Pedigree's strategy, but I might guess that they are motivated by synergies not  so much with the sport, as with the sport's fans. NASCAR has a huge base which I bet overlaps nicely with dog lovers. Maybe even those more likely to dress up their dog. NASCAR gear probably fits dogs better than some other outfit they endure ;-)

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