This Sunday is one of the biggest events in sports and entertainment. The 58th Super Bowl will be held in Las Vegas, and will pit the defending champion Kansas City Chiefs against the San Francisco 49ers.
There are probably many people who watch the game just to watch the commercials. What happens behind the scenes at companies that promote their products during important games?
amy randVice President of Marking and Media Investments E&J Gallo Winery,I participated Doug Doyle's Sports Jam Let's talk about marketing strategies in professional sports.
E&J Gallo Winery is the world's largest family-owned wine and spirits company, the official wine and vodka sponsor of the NFL, NHL and UFC, and home to America's No. 1 wine and spirits brand. Midday and barefoot wine.
Lund says her company benefits greatly from marketing to a completely different consumer: sports fans.
“It was phenomenal. We were nervous to be a part of. The NFL is a powerhouse. They're huge, so we wondered how we were going to work with them and get them to approve our content. So we… We developed a strategy to focus on one brand: “First things first: We are focused on Barefoot, America’s most beloved wine brand, which brings the most consumers into the category. It's like the Coca-Cola of wine. It's easily available and affordable. It's now in its second year. “Our partnership with the NFL is done and we still have many years left. It's a long-term business for us. Typically back then Anheuser-Busch had all the alcohol rights. They recently gave up space in the wine category and…
Lund says that in terms of being a fan, soccer and wine are similar and you don't have to be an expert to enjoy the products.
“We really wanted to demystify the wine category. You can drink wine by the glass with ice if you want. You can also drink wine in a solo cup. You can also eat a lot with nachos, which is a great way to do that with football. It's a celebratory moment with friends and family. You can drink wine with your hot dog or pizza. We really want to capitalize on NFL fans, fan size and fan diversity. . Sports unites us. ”
Land, a Seattle Seahawks fan, is planning to go to the Super Bowl this Sunday. Although she doesn't support either team, her company has ties to both the 49ers and Chiefs. E&J Gallo and her winery are partnered with San Francisco and Kansas City tight end Travis and her mother Donna, Kelce. She enjoyed last year's Super Bowl with her son Travis on the Chiefs and her son Jason with the Philadelphia Eagles. Jason recently announced his retirement from the NFL.
Amy has been with E&J Gallo Winery for nearly 24 years and admires the Gallo family's values and commitment to excellence.
“They work very hard. They're very humble. They're curious and supportive. They energize you. For me, I'm always very curious to learn and have allowed me to explore it. They allow me to continue to grow.'' And they are very supportive of my family. ”
Her family consists of her husband and 16-year-old son, both of whom love sports. Amy played basketball in high school and likes watching her son on the court.
you can see the whole thing sports jam Click here for an interview with Amy Rand.
