A lot of people tend to have the misconception that sponsorship is just for sports teams, events, or people who put on meetings... Well, this just simply isn't true!
In this article "snippet", IEG features a European retailer, Axfood, using sponsorship designed to build goodwill and drive people into their stores. Take a look!
December 9, 2009:
STOCKHOLM – The partnership involves activities at a large number of Axfood's stores. Among other things, recycling machines will be fitted with buttons that give customers the option to donate their bottle and can deposits to Save the Children. In addition, Save the Children Christmas calendars will be sold at selected stores during the month of December.
"Working across the Group with this type of partnership is in line with Axfood's values, and our goal is to take greater social responsibility," says Camilla Weiner, Head of Corporate Communications at Axfood. "In partnership with Save the Children we can work to strengthen the rights of and improve the living conditions for children – and in such way achieve a decisive and sustainable change."
Recycling machines at Willys stores will soon be refitted to allow customers to donate their bottle and can deposits to Save the Children's activities. In December, Axfood's Tempo stores will be selling Save the Children's Christmas calendars.
"We are thrilled about our partnership with Axfood," comments Marie Johansson, head of corporate activities at Save the Children Sweden. "The funds generated by the activities will spent on education projects in Ivory Coast. The money will help more children gain access to a good education in a safe and secure school."
As one of the leading independent child advocacy organisations, Save the Children works to ensure and protect children's rights to food, housing, healthcare, education and an existence free from violence, assault and exploitation.
Axfood AB conducts food retail and wholesale trade in Sweden. The Group’s retail operations are conducted through the wholly owned Willys, Hemköp and PrisXtra chains, comprising 226 stores in all. In addition, Axfood collaborates with a large number of proprietorrun stores that are tied to Axfood through agreements. These include stores within the Hemköp and Willys chains as well as stores run under the Handlar’n and Tempo profiles. In all, Axfood collaborates with some 650 proprietor-run stores. Wholesale business is conducted via Dagab and Axfood Närlivs. Axfood is listed on Nasdaq OMX Stockholm AB’s Large Cap list. Axel Johnson AB is the principal owner with approximately 46% of the shares. *
So I don't know about you... but a retail business definitely isn't the first thing that comes to mind when I think of who uses sponsorship...
But when you do think about it, why can't a retailer capitalize on the BILLIONS of dollars being spent every year on sponsorship... They have a herd, they know who's in their herd, and they know who wants to get in front of their herd! Seems like a match made in heaven to me :)
Well just goes to show... sponsorship truly is for everyone! So to all of you who thought sponsorship was just for sports teams, events, or meetings... think again!
Have a great Tuesday night everyone!
Source: IEG (http://www.sponsorship.com/news---information/news/2009/12-december/axfood-enters-corporate-sponsorship-agreement-with.aspx)
Ron
Seaver, president of Seaver Marketing Group and The National Sports
Forum, and author of "Brought to you By... - The Ultimate Sponsorship
Sales System" has over twenty-five years of experience in the field of
marketing and sponsorship.
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