Slovakia, football and sponsorship

In Slovakia this week where consumers have, of course, caught the World Cup fever and are more than determined to enjoy the event as much as they can. Kia Motors (Official FIFA partner) are helping them do so with matches screened live on large screens in locations such as Bratislava's new waterfront development - the Galleria Eurovea. Complete with DJs, table football and face painting to try and build the atmosphere. The crowd that gathered yesterday to watch the first Slovakian game seemed to really appreciate the efforts the brand had gone to - and when I asked gently what does this make you feel about Kia the emotional proximity gained was clear. "We love Kia, they bring us this and we can all enjoy the great game together" "We love Kia, we love Kia" - chanted repeatedly by a small band of friends! Caught up in the moment? Perhaps. But with a bit more gentle probing, more considered repsonses were also in evidence. "I think I would remember this sunny day and how Kia wanted to be here with me" "Kia do it to sell, but they also love football. You wouldn't do all this if you weren't a fan too" As Sabine says in the post below, if you ask simplistic questions about the impact of events sponsorship on your brand consumers will tell you that they are fair too savvy to be taken in by marketing in this way! If you get the context right and ask the right questions you learn much, much more. Oh, and the score? New Zealand 1 - Slovakia 1 Wishing you better luck on Sunday Slovakia!