Targetting a 10 million audience by investing smartly

Shoe company NOVESTA agreed a targeted, seasonal deal with the iconic Scottish Club Rangers F.C. through SPONSOR.ONLINE. The brand gets exposure on LED boards at Ibrox Stadium until mid 2020. Rangers achieved 9.5 million broadcast viewers in broadcasts alone throughout Europe last season.

Rangers started 2019 with 46000 season ticket holders, and an average of almost 50000 fans attending each match during 2018-2019. NOVESTA searched for a strategic partner through SPONSOR.ONLINE’s platform, looking to expand their awareness across Europe. The Scottish team were the perfect match for them.

“We never thought of sponsoring a football team until SPONSOR.ONLINE brought some options to the table. In three clicks we found a perfect partner like Rangers for our UK expansion plan. We compared their profile with other teams and got exactly what we were looking for: an engaged and loyal audience” said Igor Grosaft, partner at NOVESTA. “As we wait for the final data on this seasonal deal, our preliminary numbers already show high value within the youth fashion market”.

Local fans at the stadium and more importantly, broadcast viewers around the world will see the NOVESTA brand. Last season Rangers achieved a global audience of 244 million in 125 territories. 9.5 of them in all Europe, 1 million in the UK only. Many key moments around matches ended up having close-ups with NOVESTA’s logo in it.

Rangers keep competing for the Scottish title year after year and are considered one of the most successful teams in the world. Their fanbase, season ticket holders and audience keeps growing, giving their partners the chance to grow with them as well.

James Bisgrove, Commercial and Marketing Director at Rangers FC, recently explained at a panel during the World Football Summit in Madrid how the club is investing in their digital ecosystem and on driving deeper fan engagement, to attract new audiences to the club.

Beyond simple LED boards, the inventory Rangers shares on the SPONSOR.ONLINE platform also includes partnership opportunities in men’s player kit, women’s football and other stadium assets.

The digital marketplace offered by SPONSOR.ONLINE continues to provide clubs, like Rangers FC, with an auxiliary sales force to find brands who need to target their marketing budgets.