The Invisible Jersey Sponsor

Posted by Russell Scibetti Published in Soccer, Sponsorships

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?

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Jamie Favreau said on May 19th, 2010 at 5:23 pm

Well since the culture is driven by sponsorship logos and them having the absence of one. I think it draws attention to them. Which begs people to ask who is sponsoring the shirts? I think this is why it works. They are NOT competing with other teams for space on their shirt. They simply decided to not put it on there and then have people ask where is it?

Sometimes when things are polluted you lose focus. When a room is loud you can’t hold a meeting or Skype due to the access noise. By subtracting the logo they are adding value and people will continue to ask. Just because they are different and paving their own road.