Get ready now – for sport's biggest comeback
With the COVID-19 pandemic impacting sports events and brands world-wide, it's easy for officials and marketers to feel powerless. But one thing's for sure: The sporting calendar will resume. The question is – will you be ready?
These are strange days indeed when Time Magazine publishes an events guide — of what's not happening. And the list is even longer when you see Wikipedia's depressing round-up, which ranges from awards ceremonies and rock concerts, to entire sports seasons and cultural festivals.
The financial and personal cost will be huge – and we mustn't forget the distress of people and their families who may suffer serious health consequences.
But sports events organisers and marketers shouldn't stay in freeze-frame mode. The emergency will pass. The action will restart. In fact, it's important to be thinking ahead now – because life won't be the same again. The sporting landscape will evolve.
Here are three challenges we must consider now ...
Challenge #1:
How to begin to satisfy pent-up demand
The public has an unstoppable, inner yearning for a live experience. So even in the crisis, we've seen people singing in chorus from their balconies, stars doing virtual concerts and entertainers streaming shows.
But, as restrictions ease, there will be a huge pressure to satisfy pent-up demand – especially with sport. You wonder which major events will be back on TV first? Maybe it'll be the sports with fewer participants and no need for physical contact, such as golf, tennis or snooker? Perhaps lesser-known sports will get the spotlight for the first time – and take off?
It's likely the crowds will be kept away at first, watching from home. Maybe there's a role for online fans to signal 'likes' that can be turned into crowd sounds that motivate the stars? What's clear is that branding will need to play a bigger role in filling the void and creating a sense of occasion. Branding needs to say: We're back and it's better than ever.
Challenge #2:
How to stand out in a congested calendar
Not every event has been cancelled. Many have been postponed to September, October and next year. Suddenly — and for the first time – major sporting, cultural and business events will compete head-to-head for audience share, sponsorship and media coverage.
Sports events and brands will need to stand out to win ... and even to survive.
Trading on your fine heritage may not be enough. You may need something fresh with a clarity that cuts through. In a post-emergency world, it could be that audience want something different from your brand. Maybe they're more cautious: They want trust, comfort and security perhaps – with a dash of nostalgia, looking back to more certain times?
Perhaps you need to pitch to a younger audience this time around, because over 70s are more cautious about crowded spaces?
As a brand specialist, I can tell you that the consumers' emotional response to branding will play a far greater role in the new world. Branding will have a powerful impact on the new audiences you need. This requires careful consideration.
Challenge #3:
How to react fast enough when the surge hits
When the surge in sporting events hits home, all branding activity – strategy, planning, creative and delivery – will be compressed and rushed, unless you think ahead.
The better design experts will be booked solid. Every sports brand and event will be beating a path to their door at exactly the same time ... and probably find it closed.
If I can make a plea to sports officials and marketers: Act now.
Press Play when everyone else is on Pause.
As each sports event cancelled over recent weeks, it triggered a domino effect. That could work the other way just as quickly.
In the lull before the sports surge, there's now time to think deeply about your brand and how to promote yourself in a more cautious world, congested calendar and competitive marketplace. Think about logos, brochures, digital imagery, social media content, advertisements and the presentations that you'll need to be ready and cut through.
That's our approach at Junction Design. And we can help. We've been branding the O2 for The ATP Finals for 10 years and the same for the Fever Tree Championships at Queens. The world has changed – and we're ready.
Email me paul@junctiondesign.co.uk and let's talk.
Paul Emery
Owner, Junction Design