Taking a campaign to the next level: UIA/Prague Airport bundle deal

Choosing the right partners for a campaign can be a difficult and time-consuming task for brand managers. SPONSOR.ONLINE offers a comparison tool that provides all the relevant data for a brand to decide which team is best suited to help it achieve its sponsorship goal.

Ukraine International Airlines (UIA) represented in the Czech Republic by Discover Travel and Prague Airport were looking to complete a two-month deal with some top tier clubs in the Czech Republic. Through the SPONSOR.ONLINE platform, the group found several opportunities in the FORTUNA:LIGA. Based on the data made available, FC Viktoria Plzeň and FC Baník Ostrava’s offers were the most compatible with the brands’ objectives.

Using the platform’s message service, UIA forged a campaign-focused agreement with both teams, comprising social media sponsored posts and LED boards during 4 matches, including Viktoria Plzeň vs Slavia Praha.

UIA/Prague Airport achieved an average reach of 177,264 viewers per match (TV + social media). The social media campaign included a competition in which fans who successfully predicted the final score had the chance to win a trip to see two high profile UEFA European Cup matches in Ukraine. Fans’ engagement with this idea led to an average of 900 interactions (likes, comments, shares) per match.

The number of viewers totaled more than 700,000 (TV + social media) and there were 3,500 interactions on social media.

The winner of the competition was given the opportunity to see as first UCL game FC Shakhtar Donetsk vs Atalanta at OSK Metalist Stadion in Kharkiv and then next day UEL match FC Dynamo Kyiv vs. FC Lugano at NSK Olimpiyskyi in Kyiv. The brand obtained enough content to show through its own marketing channels, creating organic reach as well.

Combining the TV audience with social media reach, the CPT (cost per thousand) of the campaign was less than 10 euros, while the CPE (cost per engagement) on social media was less than 2 euros.

Rudolf Řepka, Sponsorship director for CEE and SEE at SPONSOR.ONLINE, shared his thoughts about the experience: “It has been an honour for all of us in SPONSOR.ONLINE to assist the deal of FC Viktoria Plzeň and FC Baník Ostrava with UIA and Prague Airport. The numbers of this deal look great and promising for the future. This is right example that may be followed by every brand, I mean potential sponsor which may gain something very valuable for its business. It can be a very smart investment. On the other side we are of course proud that a nice idea became successful reality. We may see that fans love to be involved and engaged in something interesting which connects their club! And they are eager to play, compete and winning not just on but also off the field!”

"That cooperation with football clubs gives you great awareness and visibility for value-for-money, which is very often more effective than through most of the other media channels. Market is changing, brands need data and flexibility and clubs adopt to new trends in selling available spare inventory", Rudolf explained.

In the Czech Republic alone, SPONSOR.ONLINE has more than 250 inventory items available. Worldwide, the platform offers assets from more than 150 top tier football clubs in 50 countries.

As the ultimate football sponsorship platform, SPONSOR.ONLINE aims to connect teams and brands to maximum effect. The market continues to grow and a digital platform supported by football experts is the best way to ensure that full access is gained to every opportunity available.