Cup Final Constraint

Sponsorship is a difficult one to make a comparison with due to the League Cup and its history. As I mentioned at the start of this blog the League Cup was the first major English Sporting competition to gain a Sponsor and therefore sees one major sponsor dominate the entire competition, I’m not entirely sure how much Carling or Molson Coors (the owners of the brewery where Carling is made) have paid in the past but, it is believed that the current three year deal is worth around £20 million. http://www.marketingweek.co.uk/football-league-eyes-new-league-cup-sponsor/3030460.article

Although it seems a lot of money, believe me in today’s footballing terms it’s far from it, especially over a period of three seasons. Two years ago Cristiano Ronaldo was sold by Manchester United to Real Madrid for a staggering £80 million and only just over a year ago Fernando Torres was sold for £50 million from the Mighty Liverpool to Chelsea. This is slightly different to the type of sponsorship that comes with Hotelympia though as Carling get to actually put their name to something, The Carling Cup. This will automatically make the brand instantly recognisable especially within the demographic they are clearly aiming for, men aged 25-34 are one and a half times more likely to drink Carling and when you cross reference that with the same age group that watch football the numbers come up the same. https://www.kmrsoftware.net/netquestuni2/default.aspx

There is a clear link between the two ‘activities’. To be honest all you have to do is work in a pub as I do and you can see this happening before your eyes, males come in and specifically ask for a Carling because they associate it with the sport they love so much even though it tastes like a cold sparkling pint of Evian.

However more to the point Carling or Molson Coors I believe have done a fantastic job of Sponsoring the Cup and have really exposed themselves further into a market that they already existed in. People will now continue to drink the brand for years to come because I believe they have anchored the brand into target market brains for years to come.