Do sport sponsorship/advertising sway your opinion?

[Yaw]

Not quite how I want to pose the question, but it was the closest I could think of.

Super V8s may not be the best example as they are not actually Ford/Holden/Nissan etc.

But in the Group A & C racing days for example,

If you liked a particular driver and they changed teams. Craig Lowndes for instance, Went from Holden to Ford. Did Holden lovers suddenly start liking or considering ford?

Did Mark Webber ever cause you to consider buying an Infiniti?

This is what made me really think of the question:

Will Daniel Ricardo being part of the Renault Team translate to more Renault sales in Australia?

What are your thoughts?

[Brazen]

Does not sway me whatsoever, I know the cars are so removed from the factory that it’s pointless for me.

I can be swayed when car makers support events and activities

I was at an equestrian event supported by Mitsubishi and having the Tritons there being used and on display got my interest.

Also I know the cycling community has gotten into Skoda due to their support of cycling events.

[lra]

No. I have never smoked Marlboro, Winfield, Peter Jackson, or drunk VB, Jack Daniels, Jim Beam.
A lot of the sponsors in Supercars, NRL, AFL, Cricket etc, I don't know what the product is, and can't be bothered finding out.

[xxx000]

It's merely about getting the brand name as known as possible.
Winning events leads to that and as the brand becomes more well known and familiar sales increase.

[Franco Cozzo]

It probably works subconsciously on people you'd least expect it to effect - someone's significant other whose been asked to 'buy beer' and doesn't drink, sees VB on the shelf and has been bombarded with the ads over the years.

You wouldn't fool any car enthusiasts into buying French cars for the daily

[xxx000]

Originally Posted by Franco Cozzo

It probably works subconsciously on people you'd least expect it to effect - someone's significant other whose been asked to 'buy beer' and doesn't drink, sees VB on the shelf and has been bombarded with the ads over the years.

You wouldn't fool any car enthusiasts into buying French cars for the daily

Precisely, Red Bull is a classic example. It was a little known brand that was bought, marketed and advertised well, and for that reason only is a huge seller.

Whether we like it or not advertising influences us in many of our decisions.
We would be unlikely to buy a brand of product that we've never heard of before. A familiar brand name infers quality whether or not that quality actually exists in the product.

[Studz xr8]

No not at all, I purchased Red Bull apparel for the sole reason that Mark Webber drove for that brand.

Similar to Dan Ricciardo, who used to be with the same brand But now that he has relocated to Renault, I have No interest in Red Bull.

I support the driver/sportsman/athlete...... It has Nothing to do with who they are affiliated with.

Just my personal opinion.

Sent from my ZTE T84 using Tapatalk

[NX74205]

To some extent. I have HP computers because they used to sponsor my beloved Williams team. I have Samsung phones because they used to sponsor the mighty Bombers.

My other brand affiliations have little to do with sports sponsorship.

[Big_Daz]

It doesn't really sway me...I buy my cars, phones, etc based on how they suit, rather than if they sponsor a person/car/team I like...

As for OP's Craig Lowndes example, I am a lowndsy fan so whether he drove for Holden or Ford I supported him...

[yakcam]

I'm not much of a bourbon drinker, but a few years ago, when Jim Beam signed up as the major sponsor of DJR, I went out and bought a bottle.

[Sabantien]

I do not buy brands because they sponsor a sport/team/person. Which I think is what you're asking?


In general, if I see an advertised product and think, I would like to try that, or, that's cool, I want it, sure. My girlfriend bought me a smart watch because I said I liked it when an ad was on.

But if an ad annoys me for a particular reason, i'll also actively avoid the brand.

I don't follow sports other than NRL, and as a kid I hated smoking because my mum smoked, so definitely wasn't going to go buy Winfield anything, and these days, I don't drink a whole lot and I don't gamble, so their ads are pretty meaningless to me.

[lra]

Originally Posted by xxx000

Precisely, Red Bull is a classic example. It was a little known brand that was bought, marketed and advertised well, and for that reason only is a huge seller..

When it was launched, two very attractive ladies wearing very little parked outside our workplace in their Redbull van, handing out free cans of it.
After half a can, I decided never to buy or drink it again.

[GCRXR6]

I certainly don't use Shell oils or fuel (too expensive), but I support DJR/Penske.

[MITCHAY]

Generally no. I'd think some would support a sponsor/advertiser for supporting their team though.

[Rallye Sport]

I'll but team merchandise, makes me a mobile billboard I know. Generally not bothered by brand loyalty.
I looked at buying a Tag Heuer red bull racing watch last year but ended up getting a replica (read fake) out of china for about a 50th of the price... got one back on both brands there.

[Citroënbender]

Originally Posted by Franco Cozzo

You wouldn't fool any car enthusiasts into buying French cars for the daily

My daily is French, 29 years old and has less rust than the AU ute!
...My other daily is ethnic Russian and she'd slap me if she read this.

[Mr Brooksy]

It reminds me of the old VISA ad campaign a bunch of years ago, basically the notion was that there is a big World out there to see and explore, experiences to be had and at the end they flagged up the Visa logo. Basically to connect all those possible experiences etc to Visa.

I read an article not long after the ad campaign was around explaining the thinking behind it. It wasn't about getting more Visa customers then and there, bit it was designed for the purpose of connecting those positive emotions to the brand, so that when the brand was mentioned, those feelings that you experienced thinking about the possible new adventures etc were subconsciously connected.

So... When you go for a holiday to a new exciting location and you need a travel card, you link the new experience with the Visa travel card over say the MasterCard one etc.

I'm guessing most of us don't even realise we are effected by the notion of our favourite teams sponsors effecting our decision making. For example... We are all (or most of us are) Ford lovers right, but maybe that doesn't effect our choices of car in the next car purchase period for whatever reason...
But how many would hire a car for some reason and request a Ford? I'm one of those.
Or, when someone we know is looking at buying a new car asks the car guy/girl for their advice, even though we may never have ever driven an X Ford, we will more than likely suggest our friends "at least take a look".
We could also be persuaded that genuine Ford parts are better because they were made by the very FoMoCo we love, even though the damn radiators fail on my BA XR6T etc.

I gotta admit, I'd never considered drinking a Martini until the sponsored WilliamsF1, but the past 5 years, I've actually considered it whenever going out to a nice restaurant... Now I've done more research on ROKiT phones that aren't even available in Australia than I did signing up to my current ISP!

It would interesting to know how many of us know more than we did before of a particular brand that started sponsoring our favourite teams.

[Cobra]

I've noticed a few Port Adelaide stickers or Renaults, Crows stickers on Toyotas and, of course, Geelong stickers on Fords. Does it mean the driver was swayed because of their football side? I doubt it. I probably just noticed the association.

I really don't think sport sponsorship is done so with the expectation that the supporters of said sponsored side will all of a sudden go and buy the product. It may have some influence, some of the time, if the person is debating between two products that are line ball with most features.

However, I really just think sponsors see sport clubs as just another vehicle to advertise their brand.

[BENT_8]

I run Shell V Power in my Picanto and ran it in the Wife's Focus until we moved it on.
I've used Shell Helix oils for over a decade now and Castrol before that with the exception of Penrite in the diesel territory we had.

Doing my bit.

[MethodX]

Originally Posted by Yaw

Not quite how I want to pose the question, but it was the closest I could think of.

Super V8s may not be the best example as they are not actually Ford/Holden/Nissan etc.

But in the Group A & C racing days for example,

If you liked a particular driver and they changed teams. Craig Lowndes for instance, Went from Holden to Ford. Did Holden lovers suddenly start liking or considering ford?

Did Mark Webber ever cause you to consider buying an Infiniti?

This is what made me really think of the question:

Will Daniel Ricardo being part of the Renault Team translate to more Renault sales in Australia?

What are your thoughts?

Will not sway me.
I have the teams i support and do not change.

Why support a team or buy a product just because an Australian drives for the team? or a product supports them?

[mike_nofx]

I like to think I’m somewhat immune from advertising. Though I guess you never know if you were subconsciously fooled by an ad.

I won’t wear clothing like a T-shirt with the brand clearly visible on it. Nor will I put stickers on my car with a brand name. I’m not paid to advertise their company. I even refused to use Uber for years because of their bombardment of ads on gumtree and YouTube, I did eventually use them 2-3 times out of necessity.

[71cop]

Can't imagine a spike in Renault sales no matter who is affiliated with them. When Craig Lowndes went to Holden I said see ya Craig.

[XRtowcar]

Yes it sways me.
Never buy anything that’s been advertised/sponsored on a Holden.

[Feathers]

Nope. I just buy what I like. I rarely even notice who is sponsoring what.

Someone complained the other day that there is a betting company sponsoring one of the Australian Ice Hockey League teams. The team I'm involved with are sponsored by Young Henrys.

I can see why they think it shouldn't be allowed, but at the same time, the AIHL, and teams need all the investment and support they can get, so we can't really afford to say no.

[Franco Cozzo]

Originally Posted by Feathers

Nope. I just buy what I like. I rarely even notice who is sponsoring what.

Someone complained the other day that there is a betting company sponsoring one of the Australian Ice Hockey League teams. The team I'm involved with are sponsored by Young Henrys.

I can see why they think it shouldn't be allowed, but at the same time, the AIHL, and teams need all the investment and support they can get, so we can't really afford to say no.

There was a Melbourne brothel that used to be a major sponsor of one of our local footy leagues here years ago, the parents cracked the sads over their kids having the brothel's name on their clothing

[ronwest]

I don't watch much tv, etc and have never been attracted to advertising.

However, I did have my ute tonneau cover repaired by a guy who loans my grandkid's school a couple of portable shade covers on sports days, fete, etc.

His business name is stencilled on the covers.

So I guess in that case advertising influenced me but it was more a quid pro quo.

[Hawkeye84]

Overall, it keeps the brand top of mind and creates broad awareness of the brand.

There are several obvious reasons reasons why brands use it as a strategy (brand association), but here are the non textbook and juicy ones.

1. Live sports is one of the most watched programs on Free to Air, Subscription TV and online streaming in Australia (behind the news)

2. Its cost effective. $2-3 Million will buy you a good months worth (Share of voice and exposure) of advertising on TV. A $1- 3 Million sports sponsorship will give you a years worth + more.

3. Contraband. Ill give you access to this, if you give me that. Often, sponsors have internal and external sales teams/customers. They need things like sales incentives, consumer competitions, (access to tickets, corporate boxes) staff discounts or CRM and databases sharing to use for re-marketing etc.

Does it sway your decision straight away? Probably not, its more of a slow burn. But if they've managed to have you land their brand in your consideration set, their job is done.

If they have the rest of their marketing funnels right (SEM, SEO, programmatic and retargeting strategies) they'll have a good chance of swaying you over and winning your business.

All done subliminally of course!

[Junkyard-Dog]

Originally Posted by BENT_8

I run Shell V Power in my Picanto and ran it in the Wife's Focus until we moved it on.
I've used Shell Helix oils for over a decade now and Castrol before that with the exception of Penrite in the diesel territory we had.

Doing my bit.

Doing your bit for what?

[Bossxr8]

Originally Posted by Mr Brooksy

I gotta admit, I'd never considered drinking a Martini until the sponsored WilliamsF1, but the past 5 years, I've actually considered it whenever going out to a nice restaurant... Now I've done more research on ROKiT phones that aren't even available in Australia than I did signing up to my current ISP!

I've never thought of drinking race fuel either. Surprised they sell it to drink

[Ben73]

I've noticed if I see an ad for something I already like, it makes me want that product. If I see an ad for something I never had/use/eat/drink, it will have no noticeable affect on me.