Comments on: Barclays and the Effect of Sponsorship https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/ from BJ&A Thu, 28 Jul 2016 12:01:57 +0000 hourly 1 https://wordpress.org/?v=4.0.38 By: Habil Makomereh https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10401 Tue, 04 Feb 2014 13:47:46 +0000 http://www.bjanda.com/blog/?p=280#comment-10401 It seems someone on the board has neglected the age old brand value of being seen to be giving something ‘back to the community’ and not just focusing on the bottom line-numbers!

]]> By: Jacques Lehodey https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10244 Thu, 30 Jan 2014 14:14:50 +0000 http://www.bjanda.com/blog/?p=280#comment-10244 That the spnsorship is evaluate at having “Zero value” is either nonsense or they are using KPIs that were not part of the original stategy which may indicate a change in the Corporate strategy

]]> By: jeremy swinfen green https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10239 Thu, 30 Jan 2014 11:51:39 +0000 http://www.bjanda.com/blog/?p=280#comment-10239 What are they doing with the sponsorship to “amplify” it? There is a link on their website to their #YouAreFootball twitter campaign (why “you” – it seems to be very Barclays-centric when they ask “tell us why #YouAreFootball”). The hashtag is reasonably popular although it doesn’t seem to be generating a great deal of engagement with the vast majority of people using it only using it very infrequently. Barclays are certainly tweeting the hashtag a good deal but the amount of media exposure this is generating isn’t massive! So they are making an effort with Twitter. But what else? They have a Facebook page although it isn’t massively active. The premier league website has some Barclays branding on it but doesn’t seem to be “owned” by the brand at all. Not sure what else they are doing – but perhaps if they were more proactive and invested in promoting their sponsorship more they might get more value from it.

]]> By: Brian Jacobs https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10238 Thu, 30 Jan 2014 11:34:10 +0000 http://www.bjanda.com/blog/?p=280#comment-10238 Hi chaps

Thanks for commenting!

That’s a good point about the bike scheme – even if Boris was clearly in league with Diamond at the end of the day his desire to promote Boris overtook any desire to help his sponsor!

I hadn’t thought about the fans’ view of the EPL. I guess they all know Barclays sponsor it; it’s just that they don’t really care much. I think that’s a failure of activation; I’m not sure Barclays have made the most of the sponsorship which may have something to do with it!
Which plays to Tim’s point about using even simple things like hospitality at the matches well.
James – yes the numbers are and have always been silly – but you would have thought that at £40m a season someone would have done a little more than some hokey 30-second-equivalent number!

]]> By: Richard Bedwell https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10234 Thu, 30 Jan 2014 10:09:45 +0000 http://www.bjanda.com/blog/?p=280#comment-10234 The decision on Boris Bikes is perhaps explained because the press has singularly failed to play the game and call them Barclay Bikes as they were supposed to. With the EPL it’s a bit more difficult because the media (and those interviewed for it) have slavishly parrotted the Barclay branding. The problem may be that the fans patently haven’t. Unlike the otherwise inestimable Mr. Jacobs I am a football fan and when I watch my team play at ‘The Emirates’ I never ever hear fans mention the brand that sponsors the competition that the team are playing in. That may be because, to all intents and purposes, the competition pre-existed the branding by a long time and that Barclays are seen as being just the latest to be hitching a ride on an already moving train. If I may be even more controversial however, it may also be that the EPL may not be quite so enamoured of Barclays as they once were, either because the image of banks has suffered badly in recent years or maybe someone else, willing to pay a lot more money, is already waiting in the wings to take over. As Deep Throat advised us – if you want to understand why anything happens, follow the money!

]]> By: James https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10233 Thu, 30 Jan 2014 09:41:03 +0000 http://www.bjanda.com/blog/?p=280#comment-10233 Pressure to be able to put effectiveness on a spreadsheet has always meant that sports sponsorship is valued using nonsensically high numbers – rubbish like 30 cumulative seconds of sponsorship banners on screen equating to one TV spot. Digital has made marketers start to challenge this numberwang, and perhaps that’s impacting one of the disciplines which invented it?

]]> By: tim https://bja.igloo1.com/blog/barclays-and-the-effect-of-sponsorship/#comment-10232 Thu, 30 Jan 2014 09:09:05 +0000 http://www.bjanda.com/blog/?p=280#comment-10232 Barclays in SA sponsored a Box at one of the big football stadia in Jhb. It worked with old clients meeting/mixing informally with propectives ones and telling nice things about B

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