Summary of Key Points
During the World Cup, brands have invested heavily in star marketing strategies, employing a variety of approaches ranging from "casting a wide net to engage with multiple top-tier athletes" to "tailored personalized campaigns for individual stars," and even "leveraging the popularity of retired players or national teams." Star marketing is a popular option beyond official sponsorships due to its cost-effectiveness, flexibility, and focus on athlete-related traffic. However, it also comes with risks such as the unpredictability of athletes' performances, barriers within specific fan communities, and the difficulty in maintaining sustained interest. Ultimately, brands need to align their strategies with their core values and long-term goals to transform short-term attention into lasting brand value.
1. Creative Star Marketing Approaches: From Broad Coverage to Precision
Brands are no longer limited to targeting a single star; they use different tactics based on their budgets and target audiences:
- Broad Engagement with Multiple Stars: For example, Mengniu signed contracts with Messi (representing passion), Mbappé (speed), and Jamal (the new generation), reaching fans of all ages from the 1970s to the 2000s. They also produced a short film titled "The Secrets of Champions," using the meme "Don't Panic" to resonate with the 2018 tournament's iconic moments and evoke empathy.
- Tailored Personalized Campaigns: Wanglaoji capitalized on the contrast between Harry Kane's fierce on-field performance and his humorous off-field personality, modifying their promotional songs and creating memes that went viral on social media. Midea had Kane carry refrigerators during training sessions, and the abstract visual style further solidified his "comedian" image. By associating their product with Mbappé's speed, they created a popular slogan "Don't Drink So Much Water."
- Low-Profile Leveraging: Brands with limited budgets opted for retired athletes (such as signing Ronaldo for their electrolyte water products) or indirectly associated with national teams (for instance, Luckin sponsoring Spanish/Portuguese teams and featuring Cristiano Ronaldo in their promotions), avoiding the high costs of sponsoring active players while still tapping into emotional connections and buzz.
2. Why Star Marketing Is More Attractive Than Official Sponsorships?
The advantages of star marketing over official sponsorships are clear:
- Cost-Effectiveness: Official top-tier sponsorships cost millions of dollars, with secondary sponsorship options ranging from 40 to 80 million, plus additional advertising expenses. Star marketing offers more flexibility in budget allocation—brands can afford to sign high-profile athletes or retiree players depending on their financial capabilities.
- Flexibility: Official sponsorships are locked in for several years with fixed schedules, while star collaborations can be short-term (Mengniu's 8-year partnership with Messi) or flexible (temporary pre-tournament deals). Brands also have greater creative freedom without FIFA restrictions.
- Strong Focus: With the rise of short videos, athletes become central attention points; marketing campaigns associated with them are more likely to be seen by users, enhancing brand visibility.
3. Challenges of Star Marketing
Despite its benefits, star marketing has several challenges:
- Uncertainty in Athletes' Performance: For instance, Coca-Cola's sponsorship with English player Palmer was ineffective when he didn't make the national team, resulting in a wasted investment.
- Fan Community Barriers: Most athletes have niche fan bases; targeting these communities can be challenging. Official sponsorships reach a wider audience, while star marketing is more targeted.
- Sustained Interest: Football popularity fades after the World Cup. Brands that rely on star marketing must find ways to sustain their impact beyond the tournament period.
4. How to Succeed with Star Marketing
To turn short-term attention into long-term brand value, follow these strategies:
- Find a Genuine Connection: Align the athlete's personality and brand values. For example, using Cristiano Ronaldo's "dare to dream, dare to win" ethos to promote technology.
- Make Long-Term Investments: Build a lasting brand presence, such as Mengniu's 8-year partnership with Messi or Hisense's ongoing football-related activities outside of the World Cup.
- Choose Wisely: Balance budget considerations with target audience reach. Consider combining official sponsorships with star marketing if possible, or opt for more cost-effective approaches if necessary.
Conclusion
Star marketing during the World Cup is a double-edged sword. With careful planning, it can significantly boost brand impact; otherwise, it can be a waste of money. The key is to find a genuine connection between the brand and the athlete's values, and to align strategies with the brand's long-term goals. The essence of sports marketing is not just about gaining attention but about conveying a brand's message and values.