Athletics and Football Dominate Sports Pages in August

Strategic Insights -

The British athletics season and the start of another round of Premiership football have captured the nation's attention, with both sports benefiting from heightened media coverage. This increased exposure has largely been driven by the upcoming Olympics, but the Norwich Union's prominent placement in the sports pages has also been a significant factor. Meanwhile, the Tiger Woods phenomenon continues to drive interest in golf, with Nike investing heavily in the US golfer to gain total sponsor exclusivity. Other sports, such as Formula One, have seen their coverage overshadowed by the attention given to athletics and football.

Key Takeaways:

  • Athletics and football dominated the sports pages in August, with barely a day passing without coverage in the national press.
  • Norwich Union's prominent placement in the sports pages can be attributed to a combination of good branding and the heightened attention the sport is currently receiving.
  • The Tiger Woods phenomenon has driven interest in golf, prompting Nike to invest further in the US golfer to gain total sponsor exclusivity.
  • Vodafone has rectified its earlier criticism of limited branding on England's team shirts by increasing its logo's prominence on training tops.
  • Archive footage of last season's football shirts provided added exposure for sponsors Sharp (Man United) and Packard Bell (Leeds), despite their sponsorships having ended.
  • Formula One has struggled to gain significant media coverage in August, with neither McLaren nor Ferrari making a notable impact.

Statistics:

  • According to Sports Marketing, athletics and football accounted for 90% of all sports coverage in the five national newspapers in August.
  • Norwich Union achieved the highest branding score in the sports pages, with an average of 8.4 out of 10.
  • Tiger Woods won three major titles and an inproportionate number of tournament wins in August, sparking Nike's increased investment in the golfer.
  • Vodafone's branding on England's team shirts was increased, with the firm receiving 7 out of 10 for its branding visibility.
  • Formula One coverage averaged 2.1 out of 10, with neither McLaren nor Ferrari receiving significant media attention.

Sources:

  • Sports Marketing
  • Papertrack
  • Sharp
  • Packard Bell