Will sponsoring the US Ski and Snowboard Association help Goodyear sell more tires?

Goodyear Tires are now the “official tires” of the US Ski Team, US Snowboarding and US Freeskiing.  Goodyear GM Gary Melliere says it’s a natural fit because both partners excel at performance in challenging winter weather.  (Greenberg, 2013)

Interesting.  Since tire sales pick up starting in late third quarter, the timing is certainly right.  But what do you think?  Will this sponsorship be effective? 

Greenberg, K. (2013, November 5) Goodyear Straps On Skis with USSA.  mediapost.com.  Retrieved November 8, 2013, from http://www.mediapost.com/publications/article/212786/goodyear-straps-on-skis-with-ussa.html

Do sponsorships deliver enough value?

3/23/09

As we sort through the current economic crisis all media is subject to evaluation and possible elimination. One of the most difficult things to measure properly is the value of a long term sponsorship.

After over a decade of participation, L’Oreal decided this year to end its sponsorship of the Academy Awards, which had previously been one of the pillars of its communications plan. (“L’Oreal, Other Sponsors Leave the 2009 Oscars Stranded”, 2009)

On the flip side, last week VW announced that it had renewed and expanded its sponsorship agreement with Major League Soccer. The 4 year pact includes in-stadium signage during national broadcasts, presence at MLS special events and player appearances, and sponsorship of grass roots initiatives like MLS Futbolito!, a four-on-four traveling tournament for amateur players.

They will continue as presenting sponsor of the D.C. United franchise, with front jersey logo placement, and will increase their soccer media buys with ESPN, Fox Soccer Channel and Univision. Terms of the deal were not announced. (Crupi, 2009)


What do you think? Do you notice the signs in the stadium and the logos on the jerseys when you watch sports on television? What about in person? Who do you think is the primary audience for soccer in the US? Do you think the sponsorship will give VW significant leverage with them? Or do you think they would have been better off spending the money elsewhere?


(2009). L’Oreal, Other Sponsors Leave the 2009 Oscars Stranded. news.softpedia.com. Retrived March 23, 2009 from
http://news.softpedia.com/news/L-Oreal-Other-Sponsors-Leave-the-2009-Oscars-Stranded-104854.shtml

Crupi, A. (2009, March 16). VW receives in-stadium placement, including signage during national broadcasts. mediaweek.com. Retrived March 23, 2009 from
http://www.adweek.com/aw/content_display/news/strategy/e3ia9c64386847182ffedcec09f99f4af59