Futbol Sponsorship

Global Marketing Summit April 21, 2015 1

Futbol Sponsorship


• Unaided Brand Awareness had been flat over past 3 years

• Divisional Marketing Investment – Flat for 5 years

• Under-investment resulted in weak SOV, impacting unaided awareness levels and limiting our ability to grow market share

• The economic climate and timing within the sport of Futbol presented the opportunity to sponsor two major Mexican futbol clubs

• The financial environment had seen some competitors, (Santander, HSBC) reduce their futbol sponsorship in Latin America

Marketing Landscape 2012


Market Share

Media Share

Bancomer BBVA

27% 14%

Banamex 17% 19%

Banorte 16% 22%

Scotiabank 6% 16%

Market Share

Media Share

Santander 19% 11%

Banco de Chile

18% 19%

Banco Estado 14% 10%

BCI 13% 10%

Scotiabank 5% 8%

• Our awareness scores are much lower than Canada where marketing efforts focus on driving consideration, affinity and choice/purchase

• We have a smaller distribution network and media share of voice.

• In high growth International markets building brand awareness and engaging with consumers is a top priority

Mexico Chile

Market & Media Share


• Our global three-pronged strategic marketing approach is; relevant sponsorships, unique partnerships and innovative use of media.

• Sponsorship’s marketing difference is its ability to establish both brand relevance and a deep emotional engagement with customers and prospects.

• Sponsorship can provide unique and at times, exclusive media/advertising opportunities

• Our multi-tiered consumer engagement strategy maximizes the assets and helps differentiate us.

Why Sponsorship?


Products, services & rewards

Community activation

Media activation

Property rights

TangibleBenefits

• Provides access to engaged fans;• Events and experiences;• Delivers legitamacy & credibility.

EngageFans

Consumer Engagement Strategy

• Paid & Earned;• Extends reach;• Builds awareness.

• Deliver tangible benefits to fans, kids/families;

• Solidify emotional engagement;• Awareness & propensity lift.

• Category relevant prod./serv./offers;• Financial benefits;• Drive x-sell & customer acquistion.

Support all segments

• Marketing;

• Advertising;

• Community programs;

• Business operations.

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4.

Required Investment


Why Futbol? - Emotional Reach Potential

• The passion for sports is fundamentally emotional – and futbol brings it out as well, if not better, than any other game

• 65% of fans have more positive opinions of sponsors over other brands (71% if sponsor is active in the community)

• The national sport of Mexico and Chile. 80 million Mexicans and 15 million Chileans are fans of the sport (30% are avid fans)

• Every game, at any level, is surrounded with emotion. The goal is to bring the emotion of the game into the brand


How Did We Start?

• Three Factors: Timing - suitable properties in Mexico Exclusivity - and access to community eventsCost - The Right Price

• We cannot match or outspend our competitors. The properties in Mexico enabled the Bank to take a small but specific foothold in the sector.

• We had the learning and best practices from Canada

• We took the Hockey Strategy and applied it to Futbol


December 2014 Announce CONCACAF Partnership

Timeline

Sept. – Dec. 2012

Proposal to Executive on Futbol

January 2013

Launched in Mexico

September 2013 Proposal to Executive on Chile

January 2014 Launched in Chile

June 2014 Launched Campeonato Infantil


• Naming Rights drove greater affinity

• We had seen success with community programs- Copa Chivas- Torneo de Escuelas de Cruz Azul- Campeonato Infantil- Scotiabank Futbol Club

• A digital/social media strategy was the driving force for connecting and engaging with fans

• Activation as always was key

• A creative platform to position our futbol strategy regionally.

From Mexico & Chile to CONCACAF


Title sponsor for 3 ½ editions, Jan. 2015 – May 2018..

Primary Sponsor for 2015 & 2017 editions

Enables leverage of pass through rights to drive business benefits

Primary Sponsor Copa Centroamericana 2016 & 2018 editions

Title Sponsor for the Caribbean Nations Cup 2016 & 2018 editions

Title sponsor to a new and unique kid’s club championship

Other CONCACAF Events

Primary Sponsor Olympic Men’s & Women’s Qualifiers, CONCACAF U-20, U-17 & U15 Tournaments, Futsal and Beach Soccer.

PaymentCategory

Property Portfolio

CONCACAF Kid’s Champions League


Community / Validity – delivering local benefits

TangibleBenefits

Consumer engagement strategy

Credibility / Access - at elite level across Mexico, Central America & Caribbean

Reach / Awareness - through dedicated mass & social media

Products/Rewards – drive increased business with relevant products

EngageFans

Consumer Finance

Kid’s CONCACAF Champions League

http://en.wikipedia.org/wiki/File:Canal_del_Futbol.jpg


PLATAFORMA CREATIVA