We are well into the European Championships now with a win from Portugal last night over Denmark. Just before the championships kicked off we installed a national roll out of promotional materials for two of the official global sponsors, Carlsberg and Coca Cola, and Walkers Crisps across 342 Asda stores. The display materials involved a combination of floor graphics and aisle banners promoting the items with football themed graphics to co-incide with the Euro Championships from 8th June - 1st July.
Carlsberg, as below, have a floor graphic with a green football pitch background and footballs running all the way down towards the nets. Key players greet you at the foot of the aisle, and big glasses of lager are running down the aisle from above.
Floor graphics are becoming an increasingly popular way to promote seasonal and category aisles, with some supermarkets selling floor space as premium advertising space to brands.
So who are the official global sponsors of Euro 2012?
Adidas - Coca-Cola - Canon - Carlsberg - Castrol - Continental - Hyundai-Kia
McDonald's -Orange - Sharp
Event sponsorship marketing is so powerful for big name brands it can often see their stock shares increase as a result. It's big business and some brands get hit with criticism for sponsoring sporting events.
Some people are of the opinion that fast food and alcoholic beverages should not be supporting physical sports, however I'm sure many a football fan cracks open a nice cold beer at kick off! It comes with the territory I'd say, brands are just maximising on the opportunities over events like this.
A lot of sports will be watched in pubs as is tradition but with the recession on more people are opting to stay at home and enjoy a drink whilst watching it on the TV, especially as we all seem to have huge flat screen TVs. I did read somewhere recently that the thing most likely to prompt a new TV purchase this year was the Euro 2012 Championships - so it's not just food and drink manufacturers that are benefiting.