TCL NFL Sponsorship

Link: https://www.nfl.com/

Why TCL-NFL Sponsorship Deal Is a Good Match

According to Hsiao et al. (2021), the NFL and TCL struck a sponsorship deal in January 2023. The primary goal of TCL entering the agreement was to raise its profile in the US market. The sponsorship arrangement between the NFL and TCL presents opportunities for both parties. Through the deal, TCL will access the NFL’s marketing channels to market its products to approximately 16 million audiences per game across the US (Jones, 2023. TCL is a perfect fit as a sponsor for the NFL for various reasons: TCL NFL Sponsorship.

First, the NFL has a vast and diversified viewership, with millions of viewers from various demographics. TCL, a worldwide electronics company recognized for its smart TVs, focuses on homes and tech-savvy users, many of whom are NFL fans. This gives TCL a wonderful opportunity to demonstrate its goods to a big audience that appreciates technology and entertainment.

Another reason TCL is an ideal NFL sponsor is that the firm deals with technology that is important to the league. TCL makes a variety of technology devices, including high-definition televisions. On the other hand, the NFL has integrated cutting-edge technology like HD cameras into its operations. By entering into a sponsorship agreement with the NFL, TCL will successfully promote its technical devices that enhance the viewing experience, making it an ideal fit for fans and technology enthusiasts.

Benefits Received by TCL

Apart from name recognition, TCL’s NFL sponsorship deal will promote the brand’s emotional connection with fans. TCL’s sponsorship arrangement with the NFL provides an excellent chance to form strong emotional bonds with fans. By partnering with the NFL, the organizer of a sport that elicits emotion, pride, and devotion, TCL can capitalize on the general enthusiasm around the games (Lund & Greyser, 2016). As people root for their favorite teams, TCL becomes a part of the celebration, presenting its goods as essential to their enjoyment.

Through exclusive promos, content, and immersive advertising, TCL can build a community of brand champions directly attached to the brand. This link is developed by shared moments of joy, such as viewing important games or events, which ensures that TCL is more than simply a sponsor but a companion in fans’ daily lives. In the long run, this will create trust, engagement, and long-term commitment.

Another opportunity is associated with business exposure. After the signing of the deal, TCL smart TVs began coming with a pre-installed NFL+ channel. The channel runs NFL programs, including full game replays, highlights, and matchday analysis, among other league programs.

This has led to increased sales by TCL globally. For instance, in 2023, after the signing of the deal, TCL sold 16 million television units globally (Jones, 2023).

Evidence of Activation

Activation in sports sponsorship refers to the experiential impact a sponsorship agreement has on fans and the brand sponsoring a sports organization. For successful activation, the sponsor must focus on other elements beyond media exposure (Hsiao et al., 2021). These include fans’ engagement, involvement, and other positive experiences (Hsiao et al., 2021).

TCL has successfully managed to activate fans by engaging them in collaborative content creation. Through the NFL FAST and NFL AVOD offerings, TCL airs content generated by fans, hence connecting with fans more closely. The collaboration has influenced fans to think of TCL not only as a brand looking to boost its image but a partner that came to improve fans’ experiences.

References

Hsiao, C.-H., Tang, K.-Y., & Su, Y.-S. (2021). An empirical exploration of sports sponsorship: Activation of experiential marketing, sponsorship satisfaction, brand equity, and purchase intention. Frontiers in Psychology, 12(1). https://doi.org/10.3389/fpsyg.2021.677137

Jones, R. (2023, January 13). NFL names TCL as official TV partner in multi-year deal. SportsPro. https://www.sportspro.com/news/nfl-tcl-official-tv-partner-electronics/

Lund, R., & Greyser, S. (2016). More effective sports sponsorship – Combining and integrating key resources and capabilities of international sports events and their major sponsors. https://www.hbs.edu/ris/Publication%20Files/16-139_ef87ec49-a8c0-46d3-8761-99f70e68543b.pdf

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Select a sport organization (not a player) and one of their sponsors that you believe form a good fit. To make sure you do not select the same sport organization or sponsor as a classmate, place the two organization names in the title of the discussion thread. Each classmate should select a different sport organization and sponsor, and it should not be an example from the book. Answer the following questions:

• Why do you believe this is a good match between the sport property and the sponsor?
• Beyond name recognition, what benefits does the sponsor receive from this arrangement?
• What evidence of activation is there?
• Include the organization’s website (URL) in your post. Include the sponsor’s website as well if there is evidence of the sponsorship on the page.
  

  TCL NFL Sponsorship