Bottled Water Brand Sponsored Sports Subdivisions Strengthen Single Product Value Date:2015-06-05 08:45
Drinking water is already a very active category in the sponsorship of the event. The bottled waters of Cola, Pepsi and Nestle account for most of the sponsorship of sports events. Then in the specific sponsorship, what are the different considerations in the category setting of each event? How do each bottled water brand choose the competition and the platform?
business background
Bottled water is almost the most common category in all sports and entertainment sponsorship categories. According to a report issued by the IEG, 37% of expenditures on professional sports sponsorship, 28% on amateur sports sponsorship, and the remaining 15% on holiday sponsorship, 12% on sponsorship of public welfare, and 8 % sponsored for recreational activities.
Aquafina, a bottled drinking water brand owned by PepsiCo, is the most active bottled water sponsorship brand, accounting for 9% of category sponsorship assets. Arrowhead Mountain Spring Water accounted for 6%, Dasai, Evian and Poland Spring Water together accounted for 4%, Highland Spring, Fiji Water and Nestle Water accounted for 3%.
Then, in the specific sponsorship, what are the different considerations in the category setting for each event? What are the different sponsorship strategies for bottled water brands and how do they choose the events and media platforms?
More differentiated categories reinforce the value of a single product
When other major brands such as Coca-Cola, PepsiCo require bottled water, carbonated beverages, fruit juices, and other non-alcoholic beverages as an exclusive product category, more and more brands are beginning to separate bottled water into independent products. A sponsorship category.
For example, Real Salt Lake, the United States Major League of Football, sold its exclusive category of bottled water to Fiji Water when it opened its home stadium, Rio Tinto Stadium, in 2008, leaving the category of soft drinks, tea, and juices. Pepsi.
Breaking up bottled water alone is mainly because they believe that bottled water is more popular than soft drinks. We want to separate drinking water into a single category because people drink more water than carbonated water, says Brook Bingham, corporate sponsor director of Real Salt Lake.
Some other parties have even divided drinking water into bottled water and domestic water, although the company behind these products may be a direct competitor. For example, LA County Fair signed a 7-year sponsorship agreement with Coca-Cola's bottled water brand D Ni in 2010. This type of sponsorship was previously owned by the Sparkletts brand of DS Waters of America, Inc. In order to maintain a cooperative relationship with Sparkletts, the fair signed a new agreement with DS Waters to sell the exclusive family drinking water brand to the brand. We told Coca-Cola that you don't provide home drinking water, so you can't blame us for finding other brands. They said you were right. Dale Coleman, vice chairman of the fair, said.
Enjoy exclusive premium rights with other drinks
Not every brand thinks that splitting the category will have higher value. Many professional sports assets generally use bottled water as part of a large category to sign an exclusive agreement with a large beverage company.
For example, the agreement between Coca-Cola and the NASCAR Racing Association, Coca-Cola enjoys the exclusive rights to large categories of soft drinks, functional drinks and other non-alcoholic beverages.
Our business philosophy is not a subdivision. Jim OConnell, chief sales officer of NASCAR Racing Club and president of corporate marketing, said that we try to aggregate categories, which is more valuable for cooperation.
This wide range of categories exclusively helps Coke acquire the appetite share, which is the share of the product in the customer's diet. He added that ensuring that people drink everything from pure water, fresh fruit juices to carbonated drinks is included in a category, which is important for Coca-Cola.
Sponsorship extends beyond the competition
Although on-site sales are still the main driving force for bottled water and other beverage companies considering sponsorship, more and more products are starting to look for opportunities to attract consumers both before and after the game. Among the many channels they have targeted is a social media platform.
For example, the New York Running Club created the ING New York City Marathon. The club integrated its long-standing drinking water supplier, Poland Spring, into its Challenge U social media marketing campaign.
In March 2011, the club launched a challenge in conjunction with Poland Spring. The main purpose of the challenge was to remind running runners that the body had enough water to recharge. As part of the challenge, Poland Spring encourages consumers to take their own photos of drinking water during training to social media. Then select these photos and choose the best photos. The selected person can get clothes and other gifts printed with the Poland Spring brand. The more relevant the brand is, the more helpful the brand is and the more it can resonate with consumers, said Ann Crandall, executive vice president of business development and strategy sponsorship for the running club.
Drinking water is already a very active category in the sponsorship of the event. The bottled waters of Cola, Pepsi and Nestle account for most of the sponsorship of sports events. Then in the specific sponsorship, what are the different considerations in the category setting of each event? How do each bottled water brand choose the competition and the platform?
business background
Bottled water is almost the most common category in all sports and entertainment sponsorship categories. According to a report issued by the IEG, 37% of expenditures on professional sports sponsorship, 28% on amateur sports sponsorship, and the remaining 15% on holiday sponsorship, 12% on sponsorship of public welfare, and 8 % sponsored for recreational activities.
Aquafina, a bottled drinking water brand owned by PepsiCo, is the most active bottled water sponsorship brand, accounting for 9% of category sponsorship assets. Arrowhead Mountain Spring Water accounted for 6%, Dasai, Evian and Poland Spring Water together accounted for 4%, Highland Spring, Fiji Water and Nestle Water accounted for 3%.
Then, in the specific sponsorship, what are the different considerations in the category setting for each event? What are the different sponsorship strategies for bottled water brands and how do they choose the events and media platforms?
More differentiated categories reinforce the value of a single product
When other major brands such as Coca-Cola, PepsiCo require bottled water, carbonated beverages, fruit juices, and other non-alcoholic beverages as an exclusive product category, more and more brands are beginning to separate bottled water into independent products. A sponsorship category.
For example, Real Salt Lake, the United States Major League of Football, sold its exclusive category of bottled water to Fiji Water when it opened its home stadium, Rio Tinto Stadium, in 2008, leaving the category of soft drinks, tea, and juices. Pepsi.
Breaking up bottled water alone is mainly because they believe that bottled water is more popular than soft drinks. We want to separate drinking water into a single category because people drink more water than carbonated water, says Brook Bingham, corporate sponsor director of Real Salt Lake.
Some other parties have even divided drinking water into bottled water and domestic water, although the company behind these products may be a direct competitor. For example, LA County Fair signed a 7-year sponsorship agreement with Coca-Cola's bottled water brand D Ni in 2010. This type of sponsorship was previously owned by the Sparkletts brand of DS Waters of America, Inc. In order to maintain a cooperative relationship with Sparkletts, the fair signed a new agreement with DS Waters to sell the exclusive family drinking water brand to the brand. We told Coca-Cola that you don't provide home drinking water, so you can't blame us for finding other brands. They said you were right. Dale Coleman, vice chairman of the fair, said.
Enjoy exclusive premium rights with other drinks
Not every brand thinks that splitting the category will have higher value. Many professional sports assets generally use bottled water as part of a large category to sign an exclusive agreement with a large beverage company.
For example, the agreement between Coca-Cola and the NASCAR Racing Association, Coca-Cola enjoys the exclusive rights to large categories of soft drinks, functional drinks and other non-alcoholic beverages.
Our business philosophy is not a subdivision. Jim OConnell, chief sales officer of NASCAR Racing Club and president of corporate marketing, said that we try to aggregate categories, which is more valuable for cooperation.
This wide range of categories exclusively helps Coke acquire the appetite share, which is the share of the product in the customer's diet. He added that ensuring that people drink everything from pure water, fresh fruit juices to carbonated drinks is included in a category, which is important for Coca-Cola.
Sponsorship extends beyond the competition
Although on-site sales are still the main driving force for bottled water and other beverage companies considering sponsorship, more and more products are starting to look for opportunities to attract consumers both before and after the game. Among the many channels they have targeted is a social media platform.
For example, the New York Running Club created the ING New York City Marathon. The club integrated its long-standing drinking water supplier, Poland Spring, into its Challenge U social media marketing campaign.
In March 2011, the club launched a challenge in conjunction with Poland Spring. The main purpose of the challenge was to remind running runners that the body had enough water to recharge. As part of the challenge, Poland Spring encourages consumers to take their own photos of drinking water during training to social media. Then select these photos and choose the best photos. The selected person can get clothes and other gifts printed with the Poland Spring brand. The more relevant the brand is, the more helpful the brand is and the more it can resonate with consumers, said Ann Crandall, executive vice president of business development and strategy sponsorship for the running club.
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