At Barclays ATP World Tour Finals 2016, London: 'World First' Tennis Experience in Virtual Reality, powered by Infosys [Source: https://www.youtube.com/watch?v=WljstZA2ERk]
Every marketer dreams of getting the audience to root for a brand. And for those seeking to inspire such devotion in customers, the time has never been more conducive to find ways to achieve it through sports marketing, a channel that has often been envied for its reach, but also criticized for its relatively high entry barriers and uncertain ROI. Today, any popular sport commands the love and loyalty of millions, with pervasive digital connectedness only amplifying the phenomenon. Little wonder then that sports marketing is a popular strategy for global brands. Including our own.
But is sports marketing only for brands with deep pockets and a long-term horizon? Is 'logo sponsorship' the ultimate high point? What is the role of innovative experiments in sports marketing? Let's try and answer some of these questions as I share with you the experience of our 12-month journey with ATP World Tour, the governing body of men's professional tennis worldwide.