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Australian
Football League Seeking brand awareness or brand identity? What the media monitoring and market research surveys don't tell you.
Adelaide is a bit like Geelong in that it tends to have fanatical support for individual players and is usually a terrible traveller. Adelaide is never going to be a hot tourist destination. Consequently, cosmopolitan products are wasted on a club such as the Crows. (The Formulae One had good reason to move to Melbourne. ) On the positive side, Adelaide is a good club for the family industry putting down its roots. Ideal sponsors - Toyota, Holden, Aussie Home Loans, Colgate
Heat + success + Queensland = beer Ideal sponsors - XXXX, Golden Circle Nothing intellectual as it is too hot to think about things in Queensland.
One for the cultural creatives. Carlton's strong associations with ethnic communities, restaurants, and wealth give marketers a great deal to work with when sponsoring Carlton. Ideal sponsors - Fashion labels like Tarocash or software companies like Microsoft.
It is ironic that Emirates, the national airline of a Muslim country, would want to associate itself with club whose fans are notorious for being alcoholics and thieves. Furthermore, dole cheques are never sufficient to fund international travel. On the positive side, any club that associates itself with Collingwood is guaranteed to have the a high degree of exposure. Aside from being the butt of most jokes, Collingwood is plugged on TV by its president Eddie McGuire, and it is always involved in the blockbusters. Ideal sponsors - Any company wanting brand awareness.
With a stealth bomber as its moniker, a state-of-the-art stadium as its homeground, a cutting-edge website, an innovative coach, egotistical players, and history of success, Essendon is the Formulae One of the AFL. Companies that want to be cutting edge, modern or innovative would do well to sponsor the Dons. Ideal sponsors - Red Bull, Honda, Vodafone, Unwired
Marketers initially branded Fremantle to be Western Australia's working-class team. Over time, it has evolved into being the AFL's clown. Purple hair, anchor fights and a coach singing with rock band Kiss aren't really conducive to the stoic working-class image. Ideal sponsors - Crazy Johns, McDonalds (Maybe Freo fans could dye their hair red in tribute to Ronald.)
The Cats lost four grand finals in the nineties but never stole Collingwood's choking image. They also suffered the same kind of financial difficulties as Western Bulldogs, but were never subject to same beggar jokes. Through all its misfortunes, Geelong has remained a cheerful club, and a club not hated by other fans. Perhaps this can be attributed to the positive nature of its fans. As Victoria's only one-city club, Geelong home games see the Cats universally encouraged. It also makes Geelong a great club for any company seeking a positive image. Ideal sponsors - Ford or any car company that wants people to think the car wont break down and has some flair under the bonnet. Skilled Engineering, LG - Life's Good
A club that markets itself on its family image seems to fit nicely with its very un-cool brown and yellow jumper. Ideal sponsors - McDonalds, Toyota, KFC
Lives off charity so perhaps Community Aid Abroad or the Salvation Army could be a good mix. Is also fond of a walkabout so perhaps it could develop an orange away strip and partner Qantas to create another flying Kangaroo. One of its new homes is Canberra. After American author Bill Bryson had a less than inspiring visit to the Nations Capital, he wrote the new marketing slogans: "Canberra! why wait for death" and "Canberra. Gateway to everywhere else." As the Kangaroos likewise know what to be on death's door and to play in stadiums that resemble a tomb, the Roos could partner with White Lady Funeral Directors. Canberra is also famous for its legalised pornography and politicians. Perhaps the Eros Foundation might like to jump on board - pardon the pun. Wayne Carey could be a pin up boy once more. The Kangaroos have also quite a stoic image that appeals to some of the working classes on building sites. Perhaps Boral or Bludstones boots good be a goer. The Tap Dogs have even shown that with the right promotion, even the working classes can become glamerous. Of course, all such speculation about potential sponsorship partners, and the riches that will flow from them is quite academic at present. The Kangaroos financial difficulties make them desperately in need of an accountant. Until they resolve their need to beg, Accenture of KPMG are the only doors they should be knocking on.
The world's oldest football club has lengthy associations with cricket, and Melbourne's establishment set. These associations with wealth, tradition and establishment would make the the club attractive to financial management companies. Ideal sponsors - NAB, AMP, HSBC, NIB, Hilton hotels
Port seems to be having some trouble deciding if the Port Adelaide Magpies and the Port Adelaide Power are one and the same. If they are different, perhaps the Power could take some inspiration from the marketing of the great AC/DC. Ideal sponsors - BHP, Great Southern Energy. Any car company that has TV commercials for utes.
Such is their passion, it is often said that one Richmond fan is worth two Essendon fans. On the downside, Richmond's passion causes excessive stress that necessitates a holiday from the footy. Ideal sponsors - Qantas Holidays, Hamilton Island Resort
For all the homeless, alcoholics, misfits and losers of the world, the Saints are an inspiration. They show that sustained incompetence can actually lead to great popularity. It can also lead to those sympathetic handouts that allow the lofty heights of success to be attained. Ideal sponsors - Crown Casino, The Boardroom
A lame duck wading in the mud of an empty lake. Unless the AFL changes its whole strategy to NSW, the lake will never be filled for the duck to show it is really a swan. In fact, on current projections, the duck is stuck, sinking and will soon be a fossil. Ideal sponsors - Greenpeace or any organisation trying to save endangered animals. Since the Swans are hated by a large sections of Sydney sports market, it needs a sponsor that doesn't mind a bit of ridicule.
Potentially another Formulae One club like Essendon. If Essendon is the Ferrari, perhaps West Coast is the Williams BMW. Ideal sponsors - Shell, BP or any organisation that wants to be seen as a well-oiled machine
The Bulldogs need to get their image in order. Currently they are stray terriers feeding on scraps in the gutter. They need to claim the kind of intimidatory Bulldog image that Canterbury has in the NRL (minus the scandals). Ideal sponsors - The RSPCA helps out starving dogs. If the club ever gets its image in order, perhaps Bluscope Steel, or Colorbond.
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