This Friday, Las Vegas will host the boxing match of the millennium. Undefeated boxer Floyd Mayweather will come out of retirement to take on UFC's reigning champion Conor McGregor. The fight is expected to surpass the $623 million record Mayweather set in his bout against Pacquiao, to become the highest grossing fight ever.

So, with the stage set for one of the biggest sporting events in history, how can brands put in a winning performance and make the most of this fight?

Why your brand needs a ringside seat

Sport transcends generations, languages, religions and borders. It unifies spectators, creating a strong emotional engagement that brands can use to their advantage. This is why global sporting events are such powerful marketing platforms.

The Mayweather vs McGregor fight is an exciting opportunity for marketers. The location of the fight offers unparalleled commercial opportunity. In the USA, brands fill every available second of sports broadcasts and sponsor every available piece of merchandise. Las Vegas is the shining example. Filled top-to-bottom with glittering advertising billboards, the Las Vegas strip - that also hosted the Pacquiao vs Mayweather fight - will offer brands an unparalleled opportunity to get their name seen at the Mayweather vs McGregor bout. For brands that aren’t official sponsors, the opportunities are still up for grabs.

The unusual circumstances of the fight have generated a huge media hype that not only brings two different audiences together, but will also pull in new spectators too. The two fighters have huge social media followings, with almost 13 million followers between them on Twitter alone! The social chatter around all big fights is now expected, regardless of any additional hype so brands can only expect an even louder and more global online buzz for this face off.

David vs Goliath

ESPN has set an eye-watering $10m asking price for sponsors to appear at the fight. For this, the sponsoring company’s logo will feature at the centre of the ring, on ring girls, on two of the ropes and in the two non-fighter corners of the ring.

Although few brands will be able to fork out $10m for those privileges, other brands can still compete with heavyweights. The Committees of Advertising Practice (CAP) code ‘does not preclude people from referencing sporting events’ so long as their ads don’t ‘mislead consumers by implying an official relationship exists’. At the FIFA World Cup 2014 for example, six of the top 12 most discussed brands on social media were unofficial sponsors. Nike generated 103,000 more social mentions than Adidas despite not being the official sponsor.

To ensure campaigns pack a similar punch, unofficial sponsors should consider aligning them with the themes of the event. Perhaps promotions around boxing and Las Vegas, for example offering the chance to win a trip to Las Vegas or running an on-pack promotion where customers can win VIP tickets to a screening of the fight or win branded boxing gloves. To really flex your ad muscles, brands could add an element of fun to their campaign. Gaming campaigns would align well with the competitive nature of the fight, particularly when customer giveaways are used to incentivise interaction. During the World Cup in 2014, Doritos ran an innovative campaign that offered purchasers the chance to win cash prizes by scoring penalties in an online game against England goalkeeper, Joe Hart. Imagine creating a similar game for the Mayweather vs McGregor fight? For example, brands could invite customers to try their luck in the ring against Mayweather or McGregor in an online game. High scoring competitors could then be entered into a prize draw.

With so many lucrative opportunities just waiting to be taken by brands in the world of sport, it’s no surprise the sports market is valued at $700bn. In this day and age, consumers are constantly flicking between devices and platforms to access the content they want, when they want it. Sport however, still has the ability to bring people together, as they all tune in to watch the events live. With consumers glued to the screen, marketers can deliver a bold message to a passionate and receptive audience. Get your brand ringside on the 26th August!

 

By Chris Baldwin, director of consumer promotions and loyalty at Sodexo Benefits and Rewards Services

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