When to Bond with Customers Through Targeted Co-Branding Sponsorships

Image: Bud Light NFL Cans

​Corporate Challenge:  Strategically changing logo branded colors to attract fan-based consumers.
 
Ironbound Strategy:  Powerful brands are always seeking to forge strong meaningful relationships with their stakeholders.  Friendships are built on common interests.  By changing branded colors to show genuine team support, brands can become fans and build comradery among enthusiasts. 

​Ironbound Action:  Sports and team spirit bring different people together into one shared community.  Brands can also entrench themselves into these communities by showing their support with team colors.  Beverage maker Bud Light has capitalized on this opportunity through sponsored NFL team cans.  Bud Light co-branded cans are so popular that super fans outside of home team markets desperately want them too.  The tactic of co-branding through team sponsorships works best when reaching consumers faithfully devoted to a team.   
 
 
* America drinks approximately 325 million gallons , roughly $1.3 Billion, of beer on Superbowl Sunday.  Superbowl viewership peaked in 2015 at 115 million and has since been in decline with about 98 million viewers in 2019.  NFL received approximately $1.4 Billion in sponsorship revenues during the 2018 season, a 5.1 % increase over the previous year.