Editor’s Note: July ’17

asked about 11 months ago

Sports Marketing – How it effects consumer buying trends!

We’re at the start of Wimbledon now and I can’t wait to see who will be this year Men’s Champion. I began the tournament thinking how Burberry, a British institution like Wimbledon, was using its heritage to grow abroad and at home, but what about foreign brands tapping into the history and glamour that Wimbledon has to offer? The Championships’ visibility has never been higher, and it remains the richest tournament in tennis in terms of prize money. The tournament’s impressive profile makes it a dream for sponsors, with a huge variety of brands vying to be linked with the very British institution or the athletes that compete to win it. Regardless of the outcome of the matches, one brand that has had good reason to celebrate this year is Ralph Lauren, with 2017 marking the 12th year that the inimitable American fashion brand has dressed the tournament’s umpires and ball boys and girls. Ralph Lauren has pulled off quite a coup in becoming so closely associated with the tournament itself for so long, compared to the sportswear brands that back players who must fade with time, no matter how successful they are. It helps that the fashion brand understands the tournament’s ethos on how to wear the uniform properly. The All England Club has benefited, too, with Ralph Lauren operating Wimbledon concessions across the US. The reciprocal relationship has certainly grown the brand recognition of both tournament and sponsor.

Ralph Lauren isn’t the only brand playing on its sporting heritage, as fashion and sports have gone hand-in-hand for a while now. In 2017 Nike was ranked the most valuable sports brand followed closely by Adidas at number 3. Based upon these trends it is clear to see how Sports Marketing effect current consumer’s buying trends.