When Sponsorship Misfires

Sponsorship is about more than just slapping a logo on a pitchside ad and hoping for the best. To really make it work, brands need to think strategically. And believe me, not everyone does.

A recent example of this misstep is Heinz Mayo sponsoring the Euro 2024 football championships. Now, don’t get me wrong, I love a dollop of mayo with my chips as much as the next person, but football and mayo? Not exactly a match made in heaven. And when you consider that the tournament lasts only a month, the timing becomes even more questionable. Mayo is often associated with summer barbecues and sunny picnics, and unfortunately, the weather during the Euro tournament didn’t exactly scream ‘BBQ season’. A drizzle of rain instead of a drizzle of sauce.

This got me thinking: why do some brands get it so wrong when sponsoring sports, and how can they do better? Let’s dive into the odd world of unsuitable sports sponsorships.

The Heinz Mayo Misstep: A Condiment Conundrum

Heinz Mayo’s decision to sponsor Euro 2024 seems like an attempt to tap into the massive European football audience, which, on the surface, makes sense. Football fans are loyal, engaged, and present in droves during major tournaments. But here’s the thing: mayo and football don’t naturally go hand-in-hand. Football snacks lean more towards crisps, pizza, and beer, not condiments meant for summer cookouts.

The sponsorship felt off, and the timing didn’t help either. Football tournaments, especially in Europe, are often played during unpredictable weather, not exactly ideal for barbecues. As a result, Heinz didn’t manage to leverage the association in a meaningful way. It seemed they were hoping for football to spark a run on summer parties. Instead, it was more about rain and takeaway pizzas.

More Sponsorship Misfires: When Brands Miss the Mark

Heinz Mayo isn’t the only brand that’s found itself sponsoring an event that doesn’t quite align with its image or target audience. Let’s take a look at some other examples where brands have fumbled their sponsorship plays:

1. Sunny Delight and the Winter Olympics

Back in the day, Sunny Delight was known for being the bright, sunny orange drink meant for summertime fun. So, when the brand decided to sponsor the Winter Olympics, it left many scratching their heads. There’s nothing sunny or warm about skiing down snowy slopes or performing figure eights on an ice rink. Sunny D was hoping to associate itself with a global sporting event, but the chilly winter vibes didn’t exactly help sell a drink associated with fun under the sun.

2. The Weird Tale of Viagra and Formula 1

Viagra’s sponsorship of a Formula 1 team in the early 2000s raised quite a few eyebrows. Yes, F1 is all about power and performance, but the connection between a high-speed race car and, well, the product that Viagra is known for, didn’t exactly click for many. While it certainly garnered attention, it was for all the wrong reasons. Sometimes, being memorable for the wrong reasons isn’t the kind of brand awareness you want.

3. Mountain Dew and Cricket in India

Mountain Dew tried to crack the Indian market by sponsoring cricket, the country’s biggest sport. The problem? Cricket is traditionally seen as a sport of elegance, patience, and skill. Mountain Dew’s image is all about extreme sports, daredevil stunts, and fast-paced thrills. The sponsorship fell flat because the high-octane brand didn’t fit the slower, more methodical pace of cricket. It was a disconnect that cricket fans couldn’t quite buy into.

The Key to Strategic Sponsorship: Know Your Audience

If there’s one lesson brands should take from these examples, it’s this: you’ve got to understand the sport, the audience, and the occasion. A strategic sponsorship means aligning your brand values with the right event, so the relationship feels authentic and seamless.

Here are a few key factors to consider before jumping into a sponsorship:

1. Understand the Sport’s Culture

Each sport has its own unique culture, and fans are fiercely protective of it. Think about how football culture differs from rugby, cricket, or even tennis. What kind of food, lifestyle, or products do fans associate with these events? Understanding these nuances can make or break a sponsorship deal. Would Heinz have been better off sponsoring Wimbledon, where summer picnics and light lunches are the vibe? Probably!

2. Timing Is Everything

Just like with any marketing strategy, timing plays a huge role. Think of seasonal associations. Heinz Mayo, a summer condiment, might have been better suited to a summer event like a music festival or a beach volleyball tournament rather than a wet European football championship. Match your product’s peak season to the event’s timing.

3. Be Authentic

Fans can sniff out an inauthentic partnership from miles away. If there’s no clear reason why your product fits with the sport, they’re not going to connect with it. Authenticity builds trust, and that’s what leads to long-term brand loyalty. Red Bull’s sponsorship of extreme sports events works because the brand embodies the adventurous, high-energy lifestyle its audience craves.

4. Leverage the Sponsorship Beyond the Event

It’s not enough to just put your logo on the screen or kit. How will you engage fans during and after the event? Activations, digital campaigns, and real-life experiences help to cement the association and extend the value of your sponsorship beyond the timeframe of the tournament. This is where Heinz could have made a greater impact—what if they had launched a campaign with football-themed recipes featuring mayo, targeting home-viewing parties?

Making Sponsorship Work for Your Brand

So, how do you avoid the same fate as Heinz Mayo or Sunny Delight? Here are some ways to ensure your sports sponsorship delivers value:

• Pick the right event: Ensure the sport and the audience align with your product. If your brand is summer-focused, stick to summer events!
• Create engagement opportunities: Think beyond logos. What can you do to actively engage the fans? Can you tie the sponsorship into a broader campaign that adds value to both the fans and your brand?
• Think long-term: Rather than a one-off event, can your sponsorship lead to a longer relationship with the sport or its athletes? Longevity builds stronger connections.

Are You Ready to Think Strategically About Sponsorship?

Sponsorship is an investment, and like any investment, you need to think strategically to get the most out of it. The right sponsorship can elevate your brand in ways traditional marketing can’t. But the wrong one can leave you wondering why on earth you spent millions on a partnership that made people go, “Huh?”

What do you think? Have you noticed other odd brand sponsorships in sports? How would you approach sponsorship differently if you were in charge of Heinz’s next move?