Small Business Column: Retailers need to get sports savvy to cash in on the action
The relationship between sports and business has been a long one, particularly in the 20th century, which saw sports sponsorship and influence sky rocket. Today sporting events give businesses the ability to cash in on the popularity and prestige of a global industry. Fifa, football’s governing body, is rivalled perhaps only by the NFL in the United States when it comes to merchandise and sales.
But where there is big sports there is big opportunities. This summer sees the World Cup and the GAA Championship go head to head in the battle for consumers cash’. A recent survey from Webloyalty showed a boost for Irish retailers with snacks (19%), pizza and other fast food items (18%) topping the list of intended purchases this summer. Plus nearly half the country at some point will watch the World Cup, according to the report. Of course those statistics would have been vastly increased had Ireland actually gotten to the World Cup. The GAA championships holds a sports bonanza for savvy retailers in Ireland as well. Every year, and I unashamedly admit this, GAA-related items spawn themselves in my house. I’m a sucker for tat. But more than anything I’m a fan, and that means I’m always looking for something interesting to decorate my office, house or car with. It’s a perfect example of where opportunities lie for businesses and what clever marketing can bring to your business.
