Just like teams and leagues, brands must do their best to remain relevant during the coronavirus health pandemic. We discussed a few of our favorite team-related activities, but on many levels, it’s easier for a team and its players to show personality and be lighthearted and fun during a period of inactivity. The global crisis puts brands in a slightly different financial and public relations position, however.
In these difficult times, a brand’s purpose can be put to the test. If a brand has not shown prior interest in community involvement and aid, a sudden commitment may appear inauthentic. If a brand tries to keep things lighthearted and jovial it may come off as not serious enough. Perceived inauthenticity, whether accurate or not, is a dangerous game for brands.
Brands use their platforms to spread awareness, action
Several brands have illustrated a commitment to doing their part through encouraging people to stay home or through effective, tangible action like donations to first responders. Consumers ultimately look to the brands to whom they’re loyal for effective action. Below are just a few examples illustrating that life continues for brands, including those in soccer. While events and activations may be postponed or cancelled for the foreseeable future, there are other ways to remain relevant and lead the way.
Nike uses athletes to reinforce message about staying home
In a campaign launched over the weekend, Nike used its very, very large platform to remind people that the best thing they can do to help stop the spread of the virus is to stay home. From Cristiano Ronaldo to Serena Williams, athletes, teams, schools, etc. around the globe shared the same message.
Anheuser-Busch redirects sports partnership money to help relief efforts
Many brands that activate soccer properties, and sports in general, are largely on hold as the completions and beginnings of seasons remain a huge question mark. Yesterday, Anheuser-Busch announced it would be pulling $5 million from its sports partnerships and earmarking it for first responder support, as well as working with partners to create temporary blood donation centers.
Separate from their sports partnership, the company will also begin producing and distributing hand sanitizer to non-profits who need it most, including the Red Cross.
News: @AnheuserBusch will redirect $5 million of its planned investments to activate its sports partnerships to support COVID-19 first responders. Also will be working with partners to convert empty arenas and stadiums into temporary centers to accommodate blood donations.
— Ian Thomas (@byIanThomas) March 23, 2020
We have a long history of supporting our communities and employees – this time is no different. That’s why we are using our supply and logistics network to begin producing and distributing bottles of hand sanitizer to accommodate the growing needs across the United States. pic.twitter.com/nqImcE5WJP
— Anheuser-Busch (@AnheuserBusch) March 22, 2020
Guinness makes financial contributions to organizations in need
To support bartenders and bar employees across the country, Guinness U.S. is donating $1 million to organizations, including $250,000 to the United States Bartenders’ Guild.
As part of these efforts, we’re committing to donating $250,000 to the US Bartenders Guild to support all of our friends at the pubs and bars who are always there for us and now face tough times. In the coming weeks and months and you can expect more donation updates from us. pic.twitter.com/IeTKO2248Y
— Guinness US (@GuinnessUS) March 20, 2020
Uber Eats providing free meals
While the partnership has not yet officially begun, the League 1 sponsor for the 2020/21 season, Uber Eats, is giving away over 300,000 free meals to healthcare workers and first responders in the U.S. and Canada.
We’re committed to supporting our community and helping to keep you safe in the cities we serve:
✔️ $0 Delivery Fee for local restaurants in the US & Canada
✔️ You can request food be left at your doorstep
✔️ We’re committing 300K+ meals to healthcare workers & first responders
— Uber Eats (@UberEats) March 16, 2020
Captain Morgan donates to MLS communities
The MLS partner recently announced they are contributing a $500,000 donation to MLS communities affected by COVID-19. The Diageo brand also announced that anyone who nutmegs a roommate or an object and posts the video on Instagram with hashtag #CaptainMorganDonation will trigger an additional $25 donation from Captain Morgan.
View this post on Instagram
Introducing the Captain’s Challenge: NUTMEG edition. Our partner @CaptainMorganUSA is donating $500,000 to support MLS Communities affected by COVID-19. As #MLSUnites at home, you can assist with the Captain’s Challenge by NUTMEGGING someone or something, then posting the video Instagram with #CaptainMorganDonation and tag @CaptainMorganUSA. In addition to the $500,000 Captain Morgan has already pledged, they’re giving an extra $25 for each qualifying nutmeg video you post (up to $50,000). So if you’re over 21, get nutmegging. There’s more fun to be had. Please nutmeg responsibly. Link in bio for challenge rules. Challenge ends 5/5/20, US residents 21+ only. All donations in US Dollars. 𝗢𝗻𝗹𝘆 𝗾𝘂𝗮𝗹𝗶𝗳𝘆𝗶𝗻𝗴 𝘃𝗶𝗱𝗲𝗼𝘀 𝗰𝗼𝘂𝗻𝘁 𝘁𝗼𝘄𝗮𝗿𝗱𝘀 𝗱𝗼𝗻𝗮𝘁𝗶𝗼𝗻.
Categories: Just For Fun