FOR THE HOME TEAM

BRANDING’S OMNIPRESENCE IS a sign of modern times. Advertising itself has been around for many thousands of years. From Roman coins featuring the faces of emperors and generals to waterfalls and colonies named for the British monarchy, branding has played an influential role throughout history. Still, no era has rivaled the extent and scope of the power marketing has on current society.

Today, all of the catchy slogans and flashy logos can sometimes run together in the mind of the consumer. But everyone recognizes sports team logos and sports brands. Sports have the ability to thrill a consumer like no other line of brands. Nobody gets whipped into a frenzy over a preferred brand of laundry detergent or multi-vitamin. But a key victory can start riots in the streets and a crushing defeat can reduce a grown man to tears. A gripping sports game can make the most genteel ladies and gentlemen hoot and holler like children, and they’ll pay top dollar for their own version of an MVP’s jersey.

The beauty of the sports promotion is that it is cross-demographic. From the hotdog vendor to the corporate executive in the box-seats, everyone loves to take in a game, and wants to go home with a souvenir hat or cup. Many products that are given away or sold at sporting events come to be dear to the consumer’s heart. “People respond very well to these kinds of products,” said Lisa Bascom, vice president of sales and administration at AmeriFoam, Brooklyn, Mich. “They have fun with them at the game, and they keep them afterwards as a memento.” A cost-effective giveaway for a company may remain in the home of a consumer as a reminder of a fun day out with the family or a victorious game on the home field.