Measuring corporate sponsorship in London
Bridgestone definitely got exposure for title sponsoring the first regular season NFL game outside North America as the "Bridgestone International Series."
But other companies cashed in, too, at Sunday’s Dolphins-New York Giants game at London’s Wembley Stadium, according to Joyce Julius & Associates, the Michigan firm that measures the impact of corporate sponsorship.
In keeping with European tradition, company names appeared on rotational signage on the sidelines at Wembley – something that isn’t allowed at NFL stadiums in the U.S.
According to the Joyce Julius research, the six sponsoring companies – Bridgestone, Canon, Chevrolet, Coors Light, Reebok and Visa -- combined for a total of nearly 8 minutes (7:54) exposure time or the equivalent of $3.55 million. The company measured the TV exposure time against the cost of a 30-second commercial during Fox’s broadcast of the game.
Bridgestone beat the other companies handily with 3:35 minutes of screen time or $1.6 million of exposure, the report said.
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
