World of Sport

Is this the future of advertising in sports?

World of Sport

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The Oulu Energy Arena in Finland (photo: @ilarisavonen)

One of the keys to success in the world of advertising and promotions is to take maximum advantage of your ‘real estate’.

The above photo of an ice hockey stadium in Finland, however, suggests that this business strategy may end up depressing long-suffering sports diehards even further.

In an age where not just teams but players, sections of a stadium and even in-game incidents such as corner kicks are saddled with their own individual ‘partners’ (see: sponsors), the Oulu Energy Arena has completely covered its ice rink with at least two dozen corporate logos.

The new ‘look’ is in place for the upcoming European season, but has NHL fans wondering if there sponsorship-laden league will view this as the next step.

Never mind that – it’s easy to see the Premier League, amongst other marquee football competitions, employing this tack to crank up revenue even more.

Just imagine a pitch at Old Trafford or Stamford Bridge now, adorned not only with the white paint of goal lines and such, but tacky-looking beer brands and the sort - after all

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Next, you’ll be having said sponsors paying top players incentives to get their stretch of the playing field in the eye of the camera as much as possible.

There probably won’t be any end to it all. But that’s business for you.

Can you see this strategy making it over to the top UK sporting leagues? And if so, do you think it’s wrong or just business? Have your say in the comments section below.

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