Sponsorship in the AFL is a basic exchange of value between a club and a brand.
Relationships are developed based upon: financial support, relevance and a general fit/alignment between brand and club.
Some sponsorships make sense. Some don’t. Then there are those that make sense but for all the wrong and ironic reasons.
There are two such sponsorships in this year’s AFL season.
Richmond Football Club and Lite ‘n’ Easy is the first sponsorship gem.
This is a match made in observation humorist heaven. Richmond’s on field performances are woeful; they truly embody the words Lite ‘n’ Easy. To have a coach and his staff seated in a box surrounded by words that would be outlawed from their vocabulary is amusing (if not confusing).
The next sponsorship pokes an ironic finger at the sporting entity it supports.
OPSM and the AFL Umpires.
Fans always heckle the umpires. The subject of which is all about their ability (or lack thereof) to see. OPSM are trying to make light of it. Surely it’s a point of conversation (at home and in the media). OPSM provide customers with superior sight. Yet OPSM will not give AFL umpires the ability to make the right decision. 20/20 vision or not, umpires will continue to make mistakes. Lots of them. The question is whether or not disgruntled fans will begrudge just the umpires or the brand on their backs as well.
Lets Just Say That
Some sporting sponsorships are humorous against their will and some that do try may not have the last laugh.
I think sometimes, I relate more to a brand thats willing to make fun of themselves. A brand that takes itself too seriously is one worth laughing at.
ReplyDeleteA brand that can pin its humour on a team (like 'Lite n Easy') goes one better.
Smashing point though.