STRENGTHENING PARTNERSHIPS - IT'S NOT THE TIME TO HOLD BACK

Another lockdown and so begins the replenishing of the wine rack, dusting off the home gym equipment, and the whispers of more Zoom quizzes. One piece of good news we received this week however was the go ahead for elite sports to continue during this four-week lockdown. We are sure this will provide some form of a welcome distraction in very challenging times for people over the next month. 

But what about the various rights holders and brands that have invested in sports sponsorship this year? Postponing more fixtures would have certainly had a huge commercial impact on potential revenue and brand exposure. Despite the negative influence COVID-19 has had on sport, here at Mongoose we have worked hard to produce the results required for our clients. Thinking on our feet, creating new and inventive pieces of content, and adapting when certain rights or assets can’t be delivered as previously planned. 

The reality is some brands will need to revisit their partnerships strategies and adapt to ensure they are meeting their objectives while remaining visible and relevant. It’s important to continue building on those hard-earned relationships with sports fans and not to simply go into ‘hibernation’ by freezing activity and waiting out this storm. Brands have had the opportunity to authentically engage talent to provide fans and followers with access and entertainment that they crave. For example through our work with Bridgestone, we explored a new avenue and together worked on producing a podcast series, filling the void of postponed summer sports with brand ambassador, Daley Thompson. The show celebrated the 40^th year anniversary since winning his first gold medal and included guest appearances from Olympic stars over the last four decades, including fellow Bridgestone brand ambassador and x2 Olympic medallist, Lutalo Muhammad. 

Fans also want to be participants in the sports experience, not just spectators. We’ve identified that it is key to engage people in a way that genuinely creates value, rather than just selling product. How do you get passionate fans involved in the energy of the moment? We’ve been working with Gallagher Premiership side Harlequins who have provided brands the perfect platform to play a major part in the way people accessed and experienced their remaining home matches of the 19/20 season. A live broadcast was streamed through Facebook, Twitter and YouTube. This second-screen experience created commercial activation opportunities (both live and pre-recorded) and continued to develop a relationship with Harlequins fans.

Let us not hide behind the fact that we are still in unprecedented times, but it’s important for brands to see this as a chance to play a bigger role in consumers’ lives, rather than a time to scale back. Reacting now could have huge benefit on their relationship with consumers for years to come.