3 Things Bose Isn't Doing With The NFL That They Should
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Bose/NFL
Bose has been the official headphone sponsor of the NFL since 2011, but if you don’t pay close attention to the sideline, you would never know it.
These days, being an official sponsor of a major brand or sports league such as the NFL means more than just slapping your name next to theirs on a commercial or any promotional material or marketing collateral. Being an official sponsor also means that you have the right to use the likeness of the company you are sponsoring in any way that isn’t counterproductive to the objective of the sponsorship.
If you are not familiar with anything I’m saying, let me break it down a little. Being an official sponsor gives you the rights (in most cases) to use the logo, colors, etc. of the company you are sponsoring in any of your promotional efforts. By obtaining these rights, you can use the logo, name, colors, etc. to leverage your sponsorship through various activations (going beyond what the company you are sponsoring already does).
There’s a definite lack of activation and creativity taking place on the part of Bose, but I figured I’d help them out with some creative ways they can engage their fans and create loyalty by leveraging their NFL sponsorship.
1. Get In Front of The Athletes and Fans
Yes, Bose, you’re the official sponsor of the NFL, but the athletes and fans couldn’t care less. In 2014 the NFL decided to make it a public statement that they have banned players and coaches from wearing any brand of headphones - other than Bose - interviews and on-camera appearances. Of course, this is to protect the sponsorship, but Bose should feel free to use it to their advantage.
Start giving away free headphone to all the players in their team colors. Get in front of the fans by giving away headphones to season ticket holders or the first 1,000 people that come into the stadium. Get in front of the athletes and the fans by connecting that memorable game or funny, yet controversial, press conference with your sponsorship. This creates loyalty and makes your products memorable.
2. Seek Out Players Who Are Not Sponsored
via Bose
This seems like a no-brainer, but why aren’t they doing it. Bose has the leverage, and with the NFL banning all other brands of headphones, that makes Bose’s job that much easier.
Currently, Bose has 13 NFL players on their #TeamBose roster including Russell Wilson (SEA), Larry Fitzgerald (AZ) and Landon Collins (NYG), but they could always add more. NFL players have no choice but to wear Bose headphones during televised interviews and appearances, so give them sponsorship and make sure they have Bose headphones to wear during those interviews and appearances.
Bose should be actively seeking one to two players on every NFL team who are looking for, or lacking, an audio sponsor and grab them as soon as they can. This not only provides Bose with a walking advertisement on and off the field, but it also brings them more media value and increases the number of impressions (people seeing) their brand/product. Not to mention, this widens the playing field when it comes to other sponsorship opportunities (summer camps, events, and parties hosted by players and more).
3. Use Social Media The Right Way
Everything is happening on social media, and if you aren’t using it to leverage your sponsorships, you’re being lapped in the race. Bose, it’s time to ask the NFL to slap your logo on a social media graphic, or it’s time for you to put their logo on one of your social media graphics. You’re the official sponsors, use that logo everywhere you see fit (within reason of course).
These days a social media mention can be worth thousands of dollars. At the price Bose is surely paying the NFL for their sponsorship, it shouldn’t be a problem for the NFL to place Bose’s logo in the corner of a social media graphic.
According to Blinkfire, a similar social media graphic used by the Utah Jazz including the Chick-Fil-A logo awarded the fast-food chain an estimated media value of $3,800. Almost $4,000 for simple logo placement.
All-in-all, it isn’t the job of the sponsee (NFL) to activate the sponsorship on behalf of Bose or anyone else that is a sponsor. The NFL is letting Bose put their headphones and audio equipment on the sideline, which is more than enough for the NFL to do. But now, Bose and their marketing team are tasked with activating the sponsorship and leveraging the NFL’s likeness as much as they can to increase the value of their sponsorship and the loyalty of their fans and NFL fans.