June 18, 2007When good things happen to bad sponsorship
Filed Under: Make advertising relevant again
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First of all, congratulations to Angel Cabrera on his incredible victory yesterday at the US Open. Fending off Tiger Woods with an under-par round takes some doing. Angel was humble and gracious and made it really hard for a partisan crowd not to smile back at him.
So here's the thing. Look closely at his shirt and you'll notice that he is being sponsored by South African Airways (the official airline of my home country) So what's wrong with this picture? How about the fact Angel Cabrera is ARGENTINIAN!!!!!
This left-field sponsorship might have been justified by Angel's internationalism (he gets around...and so does South African) or perhaps by an affordable price tag, but that pales against the coverage he received this past weekend.
The media value alone must have the South African executives high-fiving each other all the way to Argentina.
This is one of those rare times where crap sponsorship comes out looking like silver(ware). Well done!
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Comments
When the all conquering Aussie cricket team returned from the World Cup this year they made a grand entrance at the Sydney airport....escorted by lovely ladies from Emirates Airlines!
Posted by: Stan Lee
I still don't see the disconnect. South African Airlines should only use South African sports figures?
Posted by: Laura
Laura - it's not that they should only use South African figures; just not sure it should be Argentinian figures.
At the end of the day, why wouldn't they pony up the big bucks for Tim Clark, Trevor Immelman, Rory Sabbatini...if not the big guns: Retief Goosen or Ernie Else...and that's just GOLF, let alone SPORT.
Posted by: jJ
