IT’d be weird without mcdonald’S

I: Yeah, that’s right. It’s just … you just want to create an image for Mountain Dew rather than…, whereas the clothing is specifically for the sport itself. Brilliant. Errm, how are going to do this? Errm, I’m a Tottenham fan they’re in North London Ok? And our main rivals are Arsenal who are also in North London … pretty close. We’re fierce rivals but I recently found out that Carlsberg is the official beer of both Tottenham and Arsenal so, we’ve got this extreme rivalry is that…? Can that …? Why would Carlsberg want to sponsor and is there any potential problems?

R: Maybe to make a certain profit because I mean… I don’t know, I guess it would be like Nike sponsoring them both it’s kind of like an independent person. I mean Carlsberg isn’t affected by one of the other to the team or the city…

I: No, that’s true, but could the fans affect Carlsberg in any way?

R: But then wouldn’t the fans be more looking at who the players were, who they’re playing against rather than their sponsors so much? Or have they even noticed that Carlsberg is…? And could…

I: That’s true. I don’t know if they’ve noticed it because at the bottom of both Arsenal’s and Tottenham’s website, it’s just at the bottom on a tiny, so it’s not as if they’re shouting about it … To describe it is… Arsenal play in red and Tottenham play in white to the point where – I didn’t actually realise this until I came to Denmark – I actually have a problem with the colour red. I don’t have any red clothes for example because of Arsenal, because they play in red. So the rivalry makes you completely irrational so if you think of two sets of irrational people that find out - that hate each other in a sense – they are sponsored by the same company how would their feelings change towards that company for example.

R: I think they would feel misguided, or that the company was being devious and I think they would boycott it in the end because you say you’re supporting my team, I grew up with this team, I love this team it means more than anything to me and I want to be just like them then you’re supporting the one that hate. Such as you were saying ‘I can’t even wear the colour red because I don’t like the team…’

I: It’s ridiculous!

R: So, why would I even drink Carlsberg when I have all these other options. I could drink Newcastle, drink.. I don’t know the Thor the other Danish drink.

I: Tuborg, which is actually owned by Carlsberg.

R: Oh.

I: But somehow it’s a little better.

I: That’s true. Very good. … Domestic or international sponsors. How, if a, say, let’s go back to Real Salt Lake … two companies one international and one American company both offering the same amount of money who would you think would be the better sponsor or who would you prefer to see?

R: I think with Real Salt Lake that’s what happened and they chose the international company because they promised to bring in more jobs to the State but the American company said we … exist in New York well, New York is sort of the same as Spain [to some people who live in Utah] so I think it’s about what their intentions are behind it.

I: OK. What would an international company get out of sponsoring an American team for example?

R: Errm, I think the international company got out they were able to infiltrate the market better because more people were warm to the name, so, I guess they were looking to infiltrate L.A. or Chicago or something then maybe start with a sports team that people are really tied with, but with an American company it’s like, oh yeah , you’re sponsoring it because it’s going to make money but you’re in a city you don’t really care for.

I: Yeah, OK, so you think the international company would improve their image by, even though they were trying to expand still improve their image because they were coming to you to sort of help in that sense. But in the States, because you were saying in a city basis if a company came in and supported Real Salt Lake would that be mainly seen in Utah or can it spread? Is it so Statewide that it’s only that State that sees the influence or is it…? Because as you said a company comes in and might be wanting to break the Californian market and not the American market… Do you have to start locally?

R: I think you do have to start locally within America because each region is going to be very different. Like, people in Georgia, Louisiana are completely foreign to us as is New York. It might be the same from England people from Edinburgh are going to be different from those from London.

I: It’s not as pronounced but I understand what you mean.

R: So if a Scottish company came in and sponsored an East London team you know that would be sort of unusual.

I: That’s brilliant. So here we are…

…

I: Right, these are all high street banks in Britain and one of them is the main sponsor of the Premiership which appeared in the programme… Have you ever been to Britain?

I: OK, so you may have seen some of these in the High Street.

R: And there was some big ones in the news lately Barclays and HSBC.

I: Yes, they were.

…

I: Anyway! Which one of these is the main sponsor of the Premiership would you say, or know, or guess.

I: That one?

R: Yes, the Royal Bank of Scotland. Wait that doesn’t make any sense though. A Scottish bank…

I: They’re still a British bank though … they technically could sponsor it, but you’re right it would be strange for them to sponsor the main English league. Would you like to make a guess at one?

R: Maybe Barclays?

I: Good stuff. Is that just a guess?

R: Just a guess.

I: That’s cool. That is actually the right answer . … Now I’m going to ask you about, one of these is the team sponsor – as in the shirt sponsor – of Tottenham. It appeared quite prominently in the programme all the way through which one would you say?

R: Mums Matter?

I: That’s your…?

R: Because I saw it couple of times, people holding up the t-shirt of Mums Matter.

I: Brilliant! That was actually in the programme but it’s actually Autonomy but Mums Matter has come up quite a few times. I don’t know why they … Autonomy has three names: Autonomy, Aurasma and Investec I’m not entirely sure why and they really should sort that out.

R: So what kind of company is Autonomy?

I: It’s I.T.. I think it may have connections with Hewlett Packard. I’ve looked on their website and I’m still not too…, I’ve got a loyalty to them because they sponsor Tottenham but I don’t really know what they do. It’s a really strange thing. But the interesting thing that they have done is that, these [the logos] are scan codes, these enable you to scan them, even on … [the shirts], if I scanned that I would get additional coverage of…. This is our trainer, our manager and if you scan this then you can get extra coverage of this actual match he is talking about.

R: Because I just thought it was the symbol for the team because I had never seen it before.

I: Yeah, OK.

R: It’s very organic…

I: That’s true. But now you can see it’s all the way through. Oh, actually I was going to ask you, Under Armour; what do you know about them?

R: Erm, a lot of teams in the States for their High School and stuff have to buy Under Armour for under their football jerseys so it’s required…

I: You have to buy the make Under Armour. Why is that?

R: It’s perceived by the coaches in the U.S. as a better brand as buying Nike or Adidas.

I: OK and that’s literally the thing that you put underneath before you put the pads on?

R: Before you put the pads and the jersey on, and the other thing too is because the schools get a discount for it, so it’s cheaper for the students and they end up liking it so when they go to college they wear Under Armour at school.

I: Where has this come from? Is it just because they are the best thing?

R: I don’t know, it came out when I was at High School.

I: OK. What sport are they mainly connected with? Have they got a real connection with a sport?

R: I think in Grade School they’re connected with football. They even start playing little league so five-year-olds buy Under Armour so…

I: It goes literally all the way from there from that age? That’s amazing.

R: My brother wasn’t even a football player he was a triathlete it’s just so well-known in that area.

I: I’ve never heard of Under Armour before Tottenham started having their kit made by them. Why do you think Tottenham or even Under Armour have made this connection? Why…?

R: Why would they work together? Maybe its – kind of like we said before – expanding your market into a different area because maybe English people don’t know Under Armour so there isn’t that warm affinity that Americans have so you’re starting… and they’re making these jerseys and then maybe they’ll start making little league jerseys by Under Armour.

I: OK, so could you imagine that, because Under Armour has such a seemingly strong foundation of knowledge amongst consumers over there as it’s being bought from such a young age would people buy a Tottenham shirt because it’s made by Under Armour?

R: I think they wouldn’t mind it because it was made by Under Armour but I think one aspect because they buy Under Armour is the physical quality because it has the perception of making you a better player and I think with the jersey you want to wear it to show support for the team but I think it would only enhance the value to, well Americans I guess.

I: Yeah, OK, so in this sense it works both ways. Under Armour are trying to expand into the British market and Tottenham as a brand are trying to expand into the American market . …

R: It’s also with the mothers as they say ‘oh my gosh, I’ve got to buy Under Armour for my son because I want him to be the best player it’s not like they care about football or know anything about it.

I: So the name is brilliant as well so protection under your armour. … Well, that was it! Thank you.

I: ... How old are you ...?

R: … I’m 22.

I: You’re from Romania. That’s good.

…

I: That’s from last season, and this from this season [looking at Tottenham football match programmes].

I: That’s cool! That’s what it’s all about – it’ll become clear at the end.

R: I actually know more about how to write an article so that’s what I’m looking at too!

I: Well, that’s good.

…

R: It’s nice.

R: All the commercials as well. Do they have a sponsorship with [trails off]?

I: I don’t know to be honest why that’s in there, they may have been the highest bidder perhaps. I don’t know.

R: Is this monthly or…?

I: It’s every match. This one is for the Queen’s Park Rangers match and this one is Blackburn Rovers.

R: How often are the matches?

I: Roughly every two weeks. Yeah, every home match they’ll play roughly every… So one Saturday they’ll play at home and the next one they’ll play away.

…

I: Good, so although you’ve said you perhaps don’t have much of an in sport, what is your connection with sport? Can you remember any … do you make a point of watching Romanian football matches?

I: That’s cool. When you’ve seen a football match have you seen it with friends because they’re interested in it you’ll go along with them?

R: Yeah, I watch. … We had this popcorn night and we were watching football … I got into the atmosphere. It was nice, but I wouldn’t do that weekly or ….

I: Yeah, OK, it’s something that might happen. …

R: They were talking with each other and I was starting to say ‘look, now, they are going to hit it, come on! Yeah!’

I: Fantastic. So you were getting more involved than they were! Brilliant. It does suck you in. It does. Moving away from sponsorship and sport, when you see commercials say during, when you’re watching a movie, … How do you feel about that? What do you do when the commercials come on?

R: I’m actually a fan of commercials.

I: OK.

I: Good stuff. So, as you say your friends use it to have a break whereas for you it’s…

R: Yeah, for me it’s like watching small movies!

I: Brilliant. Good stuff. OK, so how would you – going back to sponsorship – how would you describe sponsorship? What is your understanding of sponsorship?

R: I believe it’s a win-win situation. I mean, they get advertised and you get money. That’s the way I see it.

I: Brilliant. … Do you think it works?

R: Yeah, yeah.

I: Why does it work?

R: Especially related to football or in general. I think it works because you can see all the TV screens when the players move, you can see behind like McDonald’s the brands and subconsciously you may keep them in mind so I think it’s a… So it depends on the kind of commercial you do for example I wouldn’t do a make-up commercial during a football match. But it’s a good space to use in my opinion.

I: So do you think there should be more…? For sponsorship to work there needs to be a link…

R: Yeah.

I: … with football and therefore, perhaps the majority of people that are watching.

R: Something with chips or drinks related to what people would consume. In my country you have sun[flower] seeds.

I: Yeah, yeah. They do in Spain as well.

R: Beer commercials. Food. But you don’t see … make-up for girls, not really.

I: Why is that do you think?

R: Because they believe that the main target, the main audience are men, so they try to reach them.

I: That’s true! So what are the disadvantages? You’ve said it can be very advantageous for companies but are there any disadvantages?

R: It can lead to competition I think, people may get confused because there are so many sponsorships. Also other disadvantages… I don’t know, it’s good for the brand, it’s good for the company. It gives transparency.

I: Brilliant. Very good.

R: I don’t see any disadvantages right now!

I: If you suddenly think of some just shout!

R: OK.

I: So you mentioned briefly, I think you mentioned McDonald’s … have you got any other memories of sponsorship when you’ve been watching football matches at all?

I: Can you remember exactly when you saw them?

R: Err, when the players were running on the field actually and they were moving [the pitch-side banners].

I: Brilliant. What match was that , can you remember?

R: Oh, it was something with Spain, and I don’t know if it was Romania. Spain… I don’t remember.

I: But it was a national match, it wasn’t a … it was a national match?

R: Yeah.

I: OK. Brilliant. Why do you think that stood out to you?

R: Err, maybe because I’m also looking at that thing because I have an opening to this. Some things for example, my father he hates commercials and he’s actually annoyed by the fact that there are commercials in football matches, in movies… But, for me it’s different because I have this passion for [them].

I: Brilliant. Good stuff. If a sponsor that you… If a company that you really liked or had a soft spot for, sponsored an event would that make you think about going to that event? Would you go to that event because they were the sponsor?

R: Yeah. Yeah.

I: OK. Why’s that?

R: For example, let’s see, Samsung or a technological [company] I would go to that because I say ‘that’s a good brand’ or IKEA for example, I love IKEA, I love their PR and how they…

I: Yeah, they do very well.

R: I would go to see for my own interests; their strategies and maybe learn from that.

I: Yeah, OK, in that sense. Fantastic. And that’s because you’ve got that pre-…

R: Yeah.

I: And would that work for any company, or is it because it’s Samsung and IKEA and these examples are seen as …?

R: Companies that I know of that I’m interested in, not all of them.

I: Fantastic. Would you develop a loyalty to a sponsor just because they sponsored the Romanian football team for example or something?

R: Yeah, it would actually make me err, it would give me a good impression of the company, and it would get closer to me.

I: Brilliant. OK, and how would you get closer to the sponsor?

R: Probably I would get more interested in the products. I would try to also look on the website you know, research more about it.

I: Excellent, excellent. There’s a huge amounts of money in today’s sports sponsorship involved, hundreds of millions of dollars. But there’s also a thing called ambush marketing which is something where a similar company rides on the effect of the sponsors. So, for example Adidas, they were one of the main sponsors of the European Championships 2012, what would your thoughts be if Nike – having not paid any money – if they say, set up promotional activities outside the ground? What are your thoughts on that?

R: So Nike wouldn’t sponsor but they would try to be around the event?

I: Precisely, yeah.

R: I think I would appreciate more Adidas because, as I said, I find it a win-win situation when you sponsor.

I: So that would…? Do you think it’s an ethical practice? Unethical? Or something that just happens?

R: I’m not sure if it’s unethical but it’s not very nice. I cannot blame Nike because they are a company that tries to find its way… It’s a competitive world out there so maybe they just had a bad PR manager or something! I don’t know.

I: That’s brilliant. Good stuff. … Do you think a sponsor, or even a team can improve their image by the partnership that they develop?

R: Yeah definitely.

I: OK. How? Why would that be?

R: I’m thinking about sports now for example if you wear Nike shoes or the football shirts … some people associate the brands with quality and they have a, how do you call that, brand err…? When you’re attached to a brand community? And they say ‘oh, they wear Nike shoes, they wear quality stuff so maybe it can be a link to products and the team you know.

I: Brilliant. So through the consumer’s thoughts about Nike in this example they can actually improve the image of the football team they are sponsoring. OK. Could a football team’s sponsor, for example UNICEF sponsored Barcelona, it was… No, Barcelona doesn’t have a shirt sponsor but they said UNICEF could [be] on their shirts…

R: Yeah.

I: Who do you think benefitted from that arrangement?

R: Both of them.

I: OK, why is that?

R: Because, err it’s an NGO right?

I: Yeah.

I: Precisely yeah.

R: … Maybe some people who stay in their houses and drink beer maybe – I don’t want to judge them – but maybe they didn’t know about them, [and say] ‘Oh look my team cares’ and make the connection.

I: Brilliant. Good stuff. … Does it become a stronger link if the sponsor’s goods can be associated with football? In the sense of…

R: Shoes, or…?

I: Yeah, precisely. For example you mentioned beer does that make the sponsorship link stronger or does it really not matter?

R: Err, my first thought would be, yeah it matters, but now on the second thoughts I think, for example, if you promote helping children in Africa it can also be good. Maybe it’s easier to have a sponsor for a beer or, I don’t know something related to sport, somehow it’s easier to reach your audience but it’s also challenging and good to go out of the comfort zone.

I: Brilliant. Good stuff. So by going out of the comfort zone that can actually be … a benefit as well…

R: A stronger link actually.

I: Yeah OK, because they’ve made that extra leap so to speak, yeah OK, brilliant. Now I’m a Tottenham fan and our biggest rivals are a team called Arsenal to the point where Arsenal play in red and I don’t have any red clothes for example, I couldn’t think about wearing red.

R: Ha ha! There are in Romania as well!

I: That’s good. So, but I recently found out that Carlsberg are the official beer supplier of Tottenham and also Arsenal…

R: OK!

I: But in the background to that I think they provide beer to other Premiership clubs so it’s not just Tottenham and Arsenal.

I: But, in this case if we just concentrate on Tottenham and Arsenal thing … could that be a potential problem for Carlsberg in this instance?

R: Err I would ask you if you drink Carlsberg.

I: The problem is I don’t drink Carlsberg anyway so it is a problem, but I don’t know if you could imagine err…

R: It’s depends a lot on…. It’s very subjective it depends on the people if they are very keen or something like that [and they could say] ‘oh my God no, they sponsor the other team I’m not drinking that, I’m not eating that’ there are people like that … and other people don’t care.

I: OK, so in terms of Carlsberg is those number of fans that say ‘oh no never’ is that something they need to worry about or…?

R: No.

I: And why is that? Why don’t they need to worry about that?

I: Great, fantastic. One more question and then I’m going to do the programme. … Now, in the sense of the Romanian national football team – we’ll go for that – the Romanian national team, if two sponsors came along one of which was Romanian one of which was international but they were both offering the same amount of money which company would you prefer to sponsor the Romanian National team?

I: That’s a difficult question. I think actually I’d go for the international one.

R: OK. Why is that?

R: Because that way they would show that Romania is an open country, like, maybe the transparency, the visibility would be bigger because it’s international. Maybe the Romanian team would have a word of mouth thing I don’t know.

I: So who would it benefit then if an international sponsor came in to the Romanian national team?

R: I think Romania.

I: OK, but what about the international company?

R: Also them.

I: And why is that?

R: Because they would get known in Romania ‘oh look they sponsor us’.

I: So why would they come to Romania in that sense?

R: Err, maybe because in Romania there are lots of football fans and if they don’t have their target or they aren’t very well known in Romania they can make their strategy like that.