7 ms·
Football shirts chart the rise and fall of tech giants
- baxtr 4y agoI have never really understood the value of soccer jersey sponsoring. It's gotta be a "we-have-too-much-money-and-don't-know-what-to-do-with-it" phenomena.
- missedthecue 4y agoProbably makes sense for sports betting companies.
- baxtr 4y agoYes, that's a valid point. I guess the same is true for sport brands.
- olivermarks 4y agoMy team Coventry city FC are sponsored by an Irish betting company, as are a lot of UK Championship and some premier league teams. I hate that and won't be buying replica shirt...
- smcl 4y ago> My team Coventry city FC … I wanted to jokingly quote this and say something silly like “My sincerest condolences” - but I realised I haven’t paid attention to the English leagues in a while. Just checked now and it looks like Coventry have sort of recovered and are back on track! After some pretty woeful times that’s very good to see, I have a soft spot for them as I had a friend at uni who was a supporter :-)
- olivermarks 4y agoI think the Championship (the one below the premier league) is a lot more fun and local. The problem with european professional football is that it is rapidly losing its identity. The oligarch owned teams have players from all over he world and the location of the home stadiums are increasingly meaningless. Coventry City came close to promotion to the prem last season but I actually dread to think if they would survive a first season despite the huge money involved and how the team's local identity might change...
- smcl 4y agoMan you're preaching to the choir there :) My team - Aberdeen - were once a formidable force in European football, but due to the big leagues swimming in money there is absolutely no chance of that being repeated for us. Only way would be if for some reason some mystery rich guys took interest in Scottish football, but we're extremely wary of that, and rightly so IMO. Dundee, Hearts, Gretna have experienced the thrills of big money flowing in, and the sudden heartache of it suddenly disappearing. Even Celtic and Rangers are struggling - Rangers reached the Europa League final this year but only by repeating the reckless spending that got them into financial trouble a few years back. At least by being a large-ish team on the English pyramid there's a remote chance you'll have the resources and capability to compete at the very top level at some point, so there's hope for you yet! And there's no shame in ping-ponging up and down between the Premiership and the Championship a few times - just look at Norwich :) Main thing is that Coventry have turned a corner.
- olivermarks 4y agoFulham (who I saw City beat 1-3 at Craven Cottage in April) and Norwich make a lot of money being promoted and relegated (parachute payments etc) it's a weird glich in the footie matrix..
- nikanj 4y agoBragging rights. ”That’s my company, right there on the left shoulder of Wayne G”
- EarlKing 4y ago"GOODYEAR" plastered across a quarterback's ass would be good just for the giggle factor.
- emilsedgh 4y agoI never understood why Pirelli was Inter Milan's sponsor for more than 2 decades. I always thought to myself: What's the return of investment there? But then I realized I only know Pirelli because of that sponsorship. Now I have never bought a tyre in my entire life and I couldn't care less about tyres but as far as brand recognition is considered that investment has worked.
- yareally 4y agoMy car came with higher end perellis. Was not that impressed by them, but could be my bad luck. After hitting a fairly big pot hole, it caused a major bubble to form on the side of the rubber. Switched them out for Michelin and haven't had an issue 2 sets later
- metadat 4y agoIt's almost like the F1 tires have nothing to do with the consumer tires.. hmm. Brand failure? I think so. My Michelin's are fine and grip effectively.
- lethologica 4y agoMichelin is another interesting one with their whole Michelin Star food/restaurant thing.
- ojbyrne 4y agoI have no citation for this, but it seems like Michelin guides started off as advertising (to get people driving in France during early adoption of cars) but is probably now a separate (presumably profitable) business.
- dfxm12 4y agoMaybe the execs just like going to the games in luxury boxes. You do get a little more than your name on the kit.
- deleted 4y ago[deleted]
- httpz 4y agoThe ROI is hard to know but there certainly is value. Are you questioning the value of all impression based marketing?
- EarlKing 4y agoIf you don't know the ROI then you cannot compute the value... and hence you're not even wrong.
- deleted 4y ago[deleted]
- harlanlewis 4y agoThere was an article investigating something similar about a month ago - The Economics of Stadium Names: Sell your stock in (most) companies that buy them https://axiomalpha.com/the-economics-of-stadium-names/ https://axiomalpha.com/the-economics-of-stadium-names/
- JohnJamesRambo 4y agoand look at 2021 crypto naming spree...
- heretogetout 4y agoIt's too bad we don't know the names of the other companies that bid for the rights, not the amounts. They might be just as bad as the winners.
- vegetablepotpie 4y ago> all 10 companies underperformed. That’s compelling, but not quite statistically significant. I would say at a rate of 10/10, those results don’t need statistics to be considered significant, the only issue is the sample size could be larger. Am I missing something? Or is the author conflating significance with confidence?
- LanceH 4y agoA company booth for the enjoyment of a select few.
- makeitdouble 4y agoEither your company has to be prove it’s a ‘big name’ to grow further (for instance your biggest competitor is Google or ebay) and it’s a way to show you’re strong enough to do that kind of thing. It’s the big version of your sales people driving Lexus to their client meetings. Either you’ve reached a strong position but people have no recognition for it and still see you as some also-ran. It’s a way to throw money at the problem.
- TameAntelope 4y agoI wonder if share prices are correlated with the start/end of any given advertising campaign.
- Thlom 4y agoNot sure about the value in the top leagues, but in second tier leagues it’s very much a local thing. Often the local bank will be the main sponsor, and the big employers in town will be lower tier sponsors. Often it’s part of a package which includes a VIP box, sponsorship dinners with the club and so on. Difficult to calculate the ROI, but the bank/company can “brag” that they support the local club (and often they also sponsor childrens sport and other activities as well) and use that in advertisement. It’s about making an impression of local belonging. And sometimes it’s just the owner being a fan.
- darksaints 4y agoLike almost all traditional advertising, it's just about name/brand recognition. Almost nobody sees a geico ad and decides to go out and buy car insurance, so if direct sales lift was the objective, advertising is clearly a losing proposition. However, when someone decides they need insurance, there are probably a couple of companies whose names already stand out in their head, and that is when the advertising investment pays off.
- darkwater 4y ago"I see them all the time, ergo they must have spent a shitload of money on it ergo they make tons of money ergo they must be good. I trust them."
- bergenty 4y agoI can’t think of a better place to advertise to make your brand a household name.
- texaslonghorn5 4y agoInteresting article. Wonder if similar analysis could be done with named sports stadiums.
- gumby 4y agoThere was a post on just this issue (financial impact of naming a sports stadium) on HN in the past few weeks
- texaslonghorn5 4y agohttps://news.ycombinator.com/item?id=31620348 https://news.ycombinator.com/item?id=31620348
- sys_64738 4y agoCommodore used to sponsor Chelsea and Bayern Munich in the 80s. This isn't a recent phenomenon.
- sien 4y agoRemarkably people are still making replicas of those shirts. https://www.3retro.com/brand/score-draw/bayern-munich/ https://www.3retro.com/brand/score-draw/bayern-munich/ It shows some weird value of these things. What other advertisement would people pay GBP 25 for almost 40 years later?
- lmz 4y agoI don't think most people buy those for the sponsor logo on it, but maybe because it reminds them of the team's glory years.
- capableweb 4y agoHitachi used to sponsor Liverpool in 1979 as well. You know how I know this? I read this article: https://restofworld.org/2022/football-shirt-tech-sponsorship/ https://restofworld.org/2022/football-shirt-tech-sponsorship... I don't think that article (nor the one in the submission) claims that this is a recent phenomenon.
- elbigbad 4y agoI have a great Dreamcast jersey from this era. It was less me knowing about Dreamcast and more me getting the jersey because even though I know nothing about football, I recognized the name.
- billfruit 4y agoSpeaking of tech, Google is a sponsor for Mclaren F1 team. The Mclaren Cars this year runs with a roundel similar to Chrome logo on their wheels. Cognizant is also a major sponser for another team, Aston Martin. Oracle is the principal sponsor of Red Bull racing. Oracle reportedly paid $500 million for that deal.
- rocketbop 4y agoI remember Panasonic being prominent sponsors of the Toyota team. Compaq were on the Williams cars, I think one of the first teams to replace cigarette sponsorship with a tech company
- throwdbaaway 4y agoSpeaking of Oracle, their so-called "match insights" (https://www.premierleague.com/news/2210969 https://www.premierleague.com/news/2210969) is the crappiest addition to EPL. It gives the impression that either Oracle doesn't understand football, or Oracle Cloud is a bad technolgy.
- higeorge13 4y agoSame happens with aws stats and predictions in f1. If some f1 fan doesn’t know what aws is, they would laugh about them.
- Kudos 4y agoDon't forget AWS sponsoring F1 itself.
- chrisseaton 4y ago> Oracle is the principal sponsor of Red Bull racing. Huh I would have thought the principal sponsor of Red Bull racing would be... Red Bull? Isn't that point of a naming sponsorship?
- Laakeri 4y agoRed Bull is not a sponsor but the owner of the team
- olivierestsage 4y agoJust a comment on design: I really like the "stacked cards" effect on mobile. Cool and not gimmicky.
- ofrzeta 4y agoRelated: FC Bayern Munich and Commodore (end of 80s): https://cdn.prod.www.spiegel.de/images/4a6ca31a-287e-4e94-85a9-9e40106868cd_w718_r1.5061124694376529_fpx55.77_fpy50.jpg https://cdn.prod.www.spiegel.de/images/4a6ca31a-287e-4e94-85...