Photo credit: (Twitter/Paul Pogba)
You could buy just THREE Paul Pogba’s for the price of Panasonic’s reported sponsorship of four Olympic Games. Manchester United have paid a world-record £89m for the French midfielder, while Panasonic have reportedly spent $350 (£268) million on an eight-year four Olympic Games sponsorship deal.
Doubtless these companies love sport and corporate social responsibility, but they also understand these link-ups have the potential to sell more units of their product whether that’s replica football shirts or electronics. Take the timing of the announcement about Paul Pogba transfer from Juventus. It was made at 00:39 British Summer Time – just when it would have been rush hour in the Far East and early evening in key US cities, according to The Independent.
He was also driven to Manchester United’s training centre in a Chevrolet Camaro. Odd given that the US carmaker doesn’t sell cars in the UK or even Europe. But it does sell vehicles in the US and China. And the Olympics gives you a global audience and reach like no other event in the world. So the reported price tag for Panasonic to be associated with the Games, according to Forbes, is an almost unique opportunity for raising positive brand awareness perhaps only rivalled by the Football World Cup.