Given the way TV and Internet are colliding consider this: many international companies sponsor sports teams (football, rugby etc)or individual sports stars (golf, tennis etc).
As the sportsworld is international, if I’m in Canada watching an event in the UK (e.g. The Open) I will likely see a tonne to irrelevant sponsorships – I will either see sponsors who don’t have a business in Canada or I will see the corporate/parent brand of an international organization which does have a presence in Canada.
In either case, I am a wasted impression. There must be a way to make this more efficient.
What if, instead of stitching on a logo, the person or team being sponsored stitched on a smart patch. The network delivering the television event would be smart enough to overlay the most relevant and appropriate sponsor location: if it was an international sponsor with a Canadian subsidiary, I would see the Canadian brand (and presumably Web address). If it were a company with no Canadian presence, I would see a sponsor which did.
It makes my experience more relevant and makes sponsorship more affordable for the sponsor who can now legitimately spread the cost across all geographies. It also increases the number of sponsors a team or individual can have as there are now no redundant “territories” – as a team or individual, I can have a different and even competing sponsor in each country with a TV network that supports the “smart patch” sponsorship idea.
What do you think – could this ever happen?