MasterCard, one of three platinum partners to have invested $5m in 2015 Copa America rights sticks to its global strategy of activating its sponsorships around its under ‘Priceless Surprises’ big idea through the central pillar of its sponsorship of the Trophy Tour (complete with fan experiences and photo opportunities).
This multi-platform, multi-market central and south American campaign – running with the hashtag # SentirseCampeón (Feeling Like A Champion) – activated throughout the cup’s journey through the competing nations (which is co-sponsored by logistics outfit and tournament supplier DHL).
This included its visit to Puerto Rico in May,
(which also saw footballer Alexis Rivera surprise a team of young footballers on the tour)
through Peru (where 5,000 Peruvian fans had their photo taken with the trophy which they could touch and kiss just like their footballing idols),
to Mexico in June (where the payments brand surprised Fredy).
The tour reach host nation Chile in early June, where MasterCard worked with famous footballing brand ambassadors to share just what it feels like to be a champion (#SentirseCampeón) with an digital hub (see http://www.sentirsecampeon.com/) and spots fronted by star players such as Javier Mascherano.
Another MasterCard Copa America ambassador in Chile is Marcelo Salas who has fronted promotional work for events ranging from the trophy tour to the tournament draw.
A further promotional strand of the activation programme running in various markets in the lead-up to the tournament saw MasterCard work with cinema partner Cinemark on a campaign offering card users the chance to earn double Cinemark packages for Copa America games – such as this example in Peru (see www.mastercard.com.pe/comparte).
Meanwhile, simultaneously Trophy Tour co-sponsor and logistics outfit (and tournament supplier) DHL is promoting its practical role in the cup’s journey through the region through illustrative webfilms.
Comment
MasterCard is one of three platinum sponsors of the 2015 Copa América (along with Kia and Santander) currently trying to balance the activation of its expensively acquired tournament rights with potential backlash stemming from the FIFA scandal.
A tough challenge for any partnership marketer.
While MasterCard’s approach is rigidly consistent with its global marketing approach, whether it addresses any fears for potential fan backlash following on from the FIFA corruption scandal is something to question.
It will be interesting to see how the other partners address the challenge.
The tournament sponsors, who have been signed by WeMatch (the trade name of the joint enterprise between Traffic Sports, Full Play and Torneos y Competencias’ Datisa) consists of 10 partners split across five tiers.
In addition to the three top platinum partners (reported to have invested US$5m on rights), there is one gold partner in the form of telecoms sponsor Claro.
The next level sees DHL, Kellogg’s and Coca-Cola act as silver sponsors, while the official suppliers are LAN & TAM airlines and Canon and the local sponsor is AirBnB.
All sponsors are understandably weighing up the challenge of maximising their partnership investment with the issue of whether heavy activation spend at a time when football (including Latin American football associations, key figures and Traffic Sports itself) is mired in the FIFA scandal which could lead to damaging the brand of both the property and its sponsors.
Links
MasterCard (#SentirseCampeón Digital Hub:
http://www.sentirsecampeon.com/
MasterCard YouTube:
https://www.youtube.com/user/MasterCard
MasterCard Website:
MasterCard Facebook:
https://www.facebook.com/MasterCardUK?brand_redir=505922136116329
MasterCard Twitter:
https://twitter.com/mastercard
MasterCard YouTube:
https://www.youtube.com/watch?v=AAntCGzLqfQ
Copa America 2015 Website:
