WATCH: How can grocery win big during the summer of sport in 2024 and beyond?

This summer will see an unmissable sporting line-up in Europe.

In June, Germany plays host to Euros 2024. Then in July and August, the Olympics and Paralympics will return to Paris for the first time in 100 years.

With a combined viewing public numbering some eight billion, it marks a unique opportunity for fmcg brands and retailers to tap into the excitement, connection and scale that only such global sporting events can achieve.

The sector has a long history of leveraging sporting partnerships, be it traditional sponsorship deals, limited-edition SKUs or the more recent digitalised campaigns, speaking directly to sports fans via their in-store technologies or smartphone.

But what makes for a successful brand tie-up within sports?

Executed with the right creativity and originality, the potential ROI of reaching consumers can be significant. Just look at last month’s Super Bowl where A-list campaigns by Hellmann’s, Uber Eats and Dunkin’ Donuts all turned into viral hits during the most-watched TV show in US history.    

Yet miss the mark, and such campaigns can easily get lost in the crowd.

So, how exactly can brands and retailers tap into these consumer passion points? What does it take to create meaningful engagement? And how can they go about crafting a sporting legacy that extends well beyond the final whistle?

In this Grocer Vision webinar, industry experts from Unilever, Tesco Media and Insight Platform, Nielsen Sport and Wasserman (formerly CSM Sports & Entertainment) share their insights on exactly what makes for a successful sporting collaboration for brands and retailers, while former England cricketing star Stuart Broad shares his experiences in association with Sky Sports as the ambassador for a number of leading fmcg brands.

They explore what it takes to create meaningful, long-lasting campaigns that deliver ROI across multiple metrics, and look at how brands can use these to kick off a lasting sports legacy with shoppers, too. 

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Meet the panel:

Chris Barron, general manager, personal care UK&I/VP deodorants Europe, Unilever 
Since 2017 Chris has been on the UK&I leadership team and is currently general manager of the Personal Care business unit. Over the years he has worked extensively on sports marketing for Unilever brands. Building on this approach Unilever sponsored the FIFA Women’s World Cup 2023, and this year announced sponsorship of UEFA Men’s Euros 2024. 

 

Becky Durrant, business director, Wasserman (formerly CSM Sports & Entertainment)
Becky has 12 years of experience developing best-in-class brand campaigns with sport, entertainment & media partners. Led by consumer needs and passions, she has helped Unilever brands launch category innovations with international rugby and football partners, most recently with FIFA Women’s World Cup. With a track record leading integrated teams, she brings agency insights on delivering measurable growth for both retail partners and brands.

 

 

Stuart Broad, Former England cricketer

For over 17 years, he led England’s attack and is responsible for some of the greatest moments in world cricket, from his legendary 8-15 spell against Australia, to closing out his career with a wicket off his final ball. Following last year’s Ashes Series, he announced his retirement from the sport and has worked with Sky Sports alongside a number of brand ambassador roles. Alongside his successes on the career, Stuart has also worked with a number of leading brands away from the cricket field. He has held ambassador roles with adidas, Red Bull, Investec, Hardys Wine, Sage, Braun, Malmaison, Seat Unique as well as his tie-up with Marmite last summer ahead of The Ashes.

Lee Roberts, head of media sales, Tesco Media and Insight Platform

With more than 22 years’ experience in sales, digital advertising, and commercial partnerships, Lee has extensive expertise leading high-performance sales teams, as well as building and scaling new divisions, for large organisations including Snap Inc, Meta, O2, BBC and Global Radio. Lee boasts a proud record of establishing, leading, and managing talented sales teams to exceed revenue goals and drive growth, delivering measurable bottom-line impact through the targeted execution of sales and business development initiatives.

Andy Milnes, market leader, Nielsen Sports UK & Ireland
Andy leads the Sports team across the region, with a key focus on leveraging Nielsen’s industry-leading data and insight to drive business success for clients. With a career spanning over a decade at Nielsen and Repucom, Andy has experience across numerous areas of the organisation, including leading the International Solutions team focusing on establishing ways of working and effective delivery processes from Mexico to South Korea. He has also worked closely with leading brands in the sponsorship space, supporting their sponsorship investment and evaluation programmes. 

 

Megan Tatum, moderator 
Formerly features editor at The Grocer magazine, Megan now works as a freelance features journalist. Covering topics spanning retail, technology, health and sustainability, she writes for a variety of publications, with bylines in The Guardian, The Times, Wired UK and MIT Tech Review.