Sunday, March 8, 2009

Corporate sponsored sports training camps

I was reading a management thesis written by the proponent of the company we're working with for the Google Online Marketing Challenge on Sports Consultancy in the Philippines and I realized that humans are more of 'feelers' than 'thinkers'. For instance we do things because we usually 'feel' like doing them and not because its a well-thought out plan. What does this have to do with sport... well... I think that this is precisely the reason we like sports so much. Watching sports tournament is an emotionally charged activity. It's probably one of the few things that keeps you completely occupied while you watch or play.
Every participant in society has something to gain from sports. With an increase in spectators, the sport itself gets attention, better players, more money ---primarily making it even more emotionally charged. Players play better with a more enthusiastic audience... everybody loves putting on a show. And with fantastic players and crowds going crazy corporates won't be too far behind. In fact I think corporates benefit alot from encouraging sports. If they organize training camps for whichever sport they feel is in sync with the company, they get loyalty from consumers both potential and existing and also increase the market size for their products. To give you an example, if Dettol sponsors a sporting event, obviously consumption of their product / consumer will increase coz obviously the players get dirty. Now why Dettol... coz Dettol cares enough to organize training camps ... so the sportsperson who's benefiting will most likely buy Dettol.
In fact I feel sporting goods companies should have a company policy to conduct training camps, and not just for mainstream popular sports. This strategy in itself will give them direction for product innovation which is something every manufacturer lavishly spends on.

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