Cricket Australia sponsors slow to jump on team’s Cricket World Cup victory
Cricket Australia’s sponsors have been slow to jump on Australia’s Cricket World Cup triumph, with big brands including Commonwealth Bank, Bunnings Warehouse and Coca Cola notably absent from the celebrations.
The game was the most watched TV event of the year so far with 2.223m viewers, something sponsors were quick to capitalise on, whilst Facebook has said 3.7m people were involved in conversations on the social media site globally about the match last night, with 9.3m interactions.
This morning’s newspapers carried no tactical advertising around the game, despite extensive editorial coverage in the News Corp titles, with Fairfax’s papers going to press before the match finished due to early deadlines.
However, one of Cricket Australia’s main sponsors, Victoria Bitter, was quick to respond on social media, posting this The Castle inspired image and some integration in TV coverage post match:
Is this a critique of how slow sponsors were to post on social media? Maybe they waited until there were eyeballs to actually look at their tweets (ie many more on Monday morning than a Sunday night).
AFL & NRL sponsors are all over this quicker than most sports. CA and its associates had a real opportunity to do so straight after the match and right up until now. It’s almost anti-climatic because the win was coming well before the match had concluded. It may have been a good opportunity to either stick the boot into the kiwis or perhaps repair some of the damage that certain players had caused to our smaller sized nation relatives.
This morning’s newspapers carried no tactical advertising around the game.
– Yeah because it’s a waste of money compared to social media.
I think the point here is that some of the large sponsors did not have real time social teams/newsrooms around the event so they missed out on capitalising.
“Victoria Bitter … [had] some integration in TV coverage post match.”
SOME integration? SOME?? The entire post match coverage consisted of Warney asking everyone how thirsty they were, followed by shots of cricketers guzzling VB, standing obligingly with their sleeve sponsorship direct to camera.
It was tacky, it was laboured, it was heavy-handed. Awful. Rather they’d done nothing.
Aren’t you forgetting that the ICC have been extremely strict on promotion of brands not officially associated with the World Cup…that might explain their hesitation
The ICC’s stringent ‘rules’ around sponsors, might have had something to do with it.
Just like their bizarre screen experience. Did anyone else feel that having the score, top left, the nine or fox logo, top right and then a constant strip along the bottom of the screen, kind of defeats the object in watching this so called ‘spectacle’ on television. FFS guys!!!!! Viewing experience was evidently regarded last.
If Packer had still been alive he’d have got on the phone to the morons at the ICC and not got off the phone until the sh1tty displays were removed. He would have.