2021 is the year when sports marketing strategies have to be reviewed

Handball: A post-COVID pioneer

After numerous events have been postponed due to the pandemic, the first major tournament that did take place was the Lidl-sponsored handball world championship in Egypt. Since then several national and international competitions took place, which were broadcast live on television or the internet. From the second half of 2021 there can be spectators present at certain sporting events once again.

The 27th IHF Men’s Handball World Championship was organised between 13 and 31 January 2021. Lidl has been working with IHF for 5 years and this was the third world championship the discounter chain sponsored. Lidl advertised in the sports halls, on-court floor stickers, in various types of media and on the jerseys of several teams.

A shared passion

Gergely Kölcsei
senior brand manager
Coca-Cola

One of this year’s top sporting events is the UEFA European Championship in football (EURO2020). Coca-Cola is one of the main sponsors, as the company likes to use sports for bringing people closer to each other.

Gergely Kölcsei, marketing manager of Coca-Cola Magyarország Kft. informed that they have joined forces with several other countries for the EURO2020. Coca-Cola’s campaign focuses on home consumption and rooting in front of the television. Mr Kölcsei believes that loving sports can’t be translated into simple demographic parameters anymore, so the company is building its campaigns on the shared passion of supporters.

Competing with others in good spirits

Barbara Lőrincz
group brand manager
Heineken Hungária

Being a major global brand, Heineken also sponsors big international events such as the Formula 1 series, the football Champions League and the EURO2020. They also urge fans to stay at home and cheer for their team safely.

We learned from Barbara Lőrincz, Heineken Hungária Zrt.’s group brand manager that Hungary being a host of 4 games – at 2 of which the Hungarian national team will be playing – creates very good promotional opportunities. The beer company will communicate competing in good spirits and supporting for the teams in a responsible fashion. There will be in-store promotion campaigns, a prize game, a strong social media presence, etc.

Another big sporting event this summer will be the Formula 1 race in Hungary. Heineken will sponsor the event and the brand will be the race’s official beer. Ms Lőrincz spoke to our magazine about how important it is for them to communicate responsible alcohol consumption. At the Hungaroring racetrack the brewery’s alcohol-free Heineken 0.0 beer will be promoted and sold.

Nurturing talent, charity and the real face of sport

Nikolett Van der Wildt
marketing manager
Szentkirályi
Magyarország

Mineral water company Szentkirályi Magyarország is a responsible firm that pays special attention to popularising Hungarian sports, physical exercise in general and supporting talented young athletes. In partnership with the Hungarian Olympic Committee (MOB), the Szentkirályi Talent Programme improves the chances of young athletes for making their dreams come true.

Marketing director Nikolett van der Wildt informed us that Szentkirályi has also been the official mineral water of running event Telekom Vivicittá Run for many years. In 2019 Szentkirályi’s ‘runner heroes’ also participated in this event, to collect HUF 2 million for charity. In 2020 the company donated HUF 5 million and organised a donation collecting campaign for the Save the Children Hungary Foundation.

With the Magnesia functional drink brand the company promotes active lifestyle and a new online campaign will put the real face of sport in the spotlight.

Marketing with athletes and e-sport

Red Bull’s marketing team keeps adapting to the changing situation – to sporting events taking place and being postponed. The company’s experience is that the pandemic strengthened the world of e-sports and gaming, for instance in the USA their viewer ratings exceeded those of the iconic Super Bowl.

Every company can find brand-building opportunities in sports: global brands in international markets, whereby local brands in the support of a local team, sports branch or youth athletes

E-sport athletes can often be seen drinking Red Bull while competing. Red Bull also sponsors the Ironman series and many top professional athletes, and of course extreme sports contests such as the famous Air Race. As part of Red Bull’s ‘hero can’ concept special limited edition Red Bull cans pay tribute to certain competitions or athletes – we learned from Red Bull’s marketing manager.

Brands are increasingly active in the dynamically growing world of e-sports

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