A friend of mine just passed along this interesting approach to a soccer jersey sponsorship. Please watch this video:
What a creative approach to a jersey sponsorship! They found a way to create positive brand value and a connection with Racing fans by pulling their logo out of the mix. The result was an organic response in support of the brand through other communication and social channels (along with potentially making other team sponsors and competitors look bad).
My question is, is this a sustainable approach? How long will the goodwill from fans last? Without the constant visibility on the jersey, will the sponsor be able to generate equivalent value for the cost of their “jersey sponsorship? What do you think?