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Who will score next with the Football League sponsorship?

Posted in Latest reporters' blogs, Jim Prior October 12th, 2009 by Jim Prior

Where the Premiership or the World Cup are about the ultimate glory, glamour, heart-stopping drama and the sublime grace of the world’s finest athletes, the Football League, in comparison, conjures up images of trying hard to overcome natural limitations, enduring through endless battles, the struggle of the underdog, and playing in the mud and rain.

Of course that’s a grossly unfair assessment of the reality of the Football League but it is the perception. And that, we all know, is what counts. Whilst sponsorship of the Football League might be said to be an honest, almost compassionate grass-roots affair, it is no more than the second division of football sponsorship. And Coca-Cola are very much a first division brand, so the fit was always a little uneasy, especially in comparison to their involvement with the World Cup, Rooney and Wembley Stadium.

But if these figures of £15-18m per year are correct, then it may yet be a good deal for someone. Compare the audience reach and exposure that such a sponsorship provides to the equivalent cost of advertising in conventional media and it starts to look like a good deal. And football fans, and sports fans in general, are generally a very loyal bunch and are quick to acknowledge the  brands that support their sport, and are open and willing to engage in some kind of dialogue with them. For the right kind of brand, it could be the perfect opportunity.

In my opinion, the right kind of brand for the Football League is a challenger brand looking to unseat, or at least unsettle, the major players. They shoudn’t be looking to say “we’re the best” so much as “we’re different” and the nature of their sponsorship should reflect that. Make a virtue of the Football League’s less glamourous positioning, celebrate playing for passion rather than prizes, be about football rather than Ferraris. Don’t just throw money at it and wonder why your brand always comes up second best.