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NFL The NFL's Superbowl has always been the pinnacle of sport and entertainment in the US. With the price tag of a commercial spot floating around the humongous valuation of $5.6 million, companies investing in these spots need to create a real emotion to the viewers, or at least a great buzz (did you say viral?). Here is our top 5 of the 54th edition of the Superbowl: 5) Planters: Baby Nut   For this ad to make sense, we have to take you back during the NFL playoffs in January: at this moment Planters issued a commercial where Mr.Peanut, their mascot, dies in an accident trying to save actors Wesley Snipes and Matt Walsh. Planters announced later on that the funeral will take place during the Superbowl. This campaign sparked big reactions from social media. On Superbowl day, Mr. Clean, Kool Aid Man, and others were attending Mr. Peanut's funeral when tears from Kool Aid Man sprouted a baby Mr. Peanut. It might be the Baby Yoda trend, but the commercial...

Lydia Ko in action during the 2017 Evian Championship. Photo by Rolex/Chris Turvey In our last article, we discussed women often being neglected in sports sponsorships. But brands are starting to realise their potential and this golden opportunity is not to be missed! What about the commercial side? From a purely ROI perspective, an important factor to take into account is that women control about 80% of consumer purchases. This fast-growing female economy means that women have increased financial stability and great buying power. Propagating the excuse that sports sponsorships are only market-driven in order to justify the lack of support for women’s teams will no longer cut it. Women’s sport is a market with great potential for sponsorships and the growth in the industry only serves to validate this. Brands need to continue to be more exposed to the women’s game and acknowledge the economic value women represent today.  Many successful brands have realised the valu...

Gina Lewandowski in action in the UEFA Women’s Champions League semi-final against FC Barcelona, April 28, 2019, in Barcelona, Spain. Photo by Quality Sport Images/Getty Images With the FIFA Women’s World Cup approaching, which will be hosted in France this summer, brands and broadcasters are taking advantage of unparalleled interest in the sport.  The past few years, we’ve witnessed a major shift in public perception of women’s sports, despite a severe lack of funding among most of the teams.  Sponsorship deals have been on the rise, which indicates that the situation is changing and will continue to do so in the coming years. But many have asked the legitimate question: are women’s sports worth the sponsoring investments? Let’s see  A very Slow Start Women’s sports have been neglected for decades in terms of investment and coverage and are well behind men’s sports. Havas Sports and Entertainment revealed that between 2011 and 2013, investment ...

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: Sport Industry - Rolex Grand Slam of Show Jumping is celebrating the results of its multi-platform campaign AdWeek - Nike Stock Takes a Hit After Duke Star Player Zion Williamson’s Shoe Splits on the Court   Luxury Daily - LVMH appeals to eco-conscious consumers with new sourcing standards   The Washington Post - Digital advertising to surpass print and TV for the first time, report says Sportcal - What is a place in the Olympic Games worth? Inc.com - This New Nike Ad Narrated by Serena Williams Sends a Powerful Message About Women at Work SportsPro - Report: DAZN plans US$2.5bn media rights spend WatchPro - Rolex takes Oscars stars to the bottom of the ocean in this year’s green room Don't forget to hit the Subscribe button to be notified of our new article! 

Why the Super Bowl remains the pinnacle of advertising First, let’s get back to the basics. The Super Bowl is the most widely viewed event in the world each year, even higher than the Olympics Games. In 2018, some 114 million Americans, approximatively 1/3 of the country’s population, watched the Super Bowl on TV.  The location changes every year, but the event is always held on the first weekend of February and has been running for over 53 years. It is the grand finale of the United States’ National Football League (NFL).  The Vince Lombardi Trophy was designed by Tiffany & Co, the well-known American jeweller who also designed the trophies for the US Open (tennis), the Triple Crown (polo) and NBA Championship (basketball).  American Football is one of the most watched sports in North America and the NFL grew an international reach the last decade. Eleven player per team will try to win the big title after a season starting in September. Famous football play...