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REPLAY
A few of the latest sponsorship campaigns from the last month
Hublot backs Mayweather
Before the gargantuan fight with Conor
McGregor, Mayweather reignited a
trusted and proven fight partnership,
reuniting with the watch brand Hublot.
This is not the first time that the brand
and athlete have joined forces, having
had a similar partnership at his fight
against Manny Pacquiao in 2015. This
partnership included allowing Hublot to
display their logo on the waistband of
the 50 and 0 champion for the fight ,
delivering a platform to millions of
viewers.
The one fight partnership has been an
interesting prospect for Mayweather,
allowing him to pick and choose who he
partners with at each fight; this has
provided opportunities for ‘Money’
Mayweather to live up to his nickname
in selecting the most lucrative deals.
Allianz Arena on Airbnb? Southampton’s Big Issue McGregor lands Betsafe
Not quite I’m afraid… you won’t be able
to find the Allianz Arena on the Airbnb
app any time soon... However, there was
an opportunity for a lucky family to
experience home comforts with a view of
the famous pitch. Both Airbnb and Audi
teamed up to transform a section of the
pitch-side viewing into the interior of a
home. This was part of a competition to
give fans the chance to watch the 2017
Audi Cup literally “from the comfort of
your home”. Premier League football club
Southampton have this month entered
into a new collaboration with The Big
Issue, the weekly street newspaper
traditionally sold by homeless people.
This new initiative displays an effort by
the Saints to provide new opportunities
for some of The Big Issue vendors. In the run up to his big money fight
against Mayweather, Betsafe shrewdly
signed a personal endorsement deal with
McGregor, becoming arguably their most
relevant brand ambassador to date. This
deal gave Betsafe great exposure during
the highly publicised event. Not only did
Betsafe’s logo appear on McGregor’s
waistband during the fight, but Betsafe
also played on some very clever
activations, including giving all new
customers the exclusive offer of 49 -1,
which would have replicated
Mayweather’s record if he had lost.
Families were asked to share their
favourite shared footballing experiences
to be in with a chance of watching games
with a home-style viewing. The winners
not only got to catch four games, but
also stayed overnight in the Allianz
Arena, with two bedrooms and one
bathroom created for the competition.
Not only did The Big Issue create a
special edition of the newspaper for the
first game of the season, but vendors
will also be provided the opportunity to
enrol in an eight-week employability
programme, run by the Saints
Foundation, which will prepare them
with skills and training. Southampton
hope that there may be potential to
create long-term job prospects off the
back of this initiative, in an attempt to
give back to the local community.
Perhaps surprisingly, McGregor signed
with Betsafe instead of the more
appropriate PaddyPower, who actually
decided to side in a controversial
partnership with McGregor’s rival
Mayweather.