Spotlight on sports marketing

As a passionate advocate for sports marketing, I firmly believe in the immense business potential that comes from tapping into the enthusiastic fanbases of beloved sports. Strategic partnerships in this arena can offer travel brands substantial benefits, including third-party endorsements, increased exposure, broader reach, and enhanced credibility, all infused with compelling ‘wow-factor’ and ‘star power.’

My journey in sports sponsorship with MSC Cruises began over five years ago when we were among the first in the travel industry to partner with a football club. The landscape has transformed significantly since then. When MSC Cruises partnered with Chelsea FC, it initially raised eyebrows; however, our vision to create brand differentiation and foster community relationships proved successful, marking a turning point in the UK market.

Through a series of exciting projects and sustained sponsorships, our partnership has significantly bolstered brand awareness: we achieved this through consistent logo placements, dynamic digital campaigns, offering unique experiences to our trade partners and guests, and even supporting biodiversity through the ‘MSC Meadow’, a tree-planting programme at Cobham Training Ground. Without resting on our laurels, I will keep promoting continuous innovation to build on our successes.

Our sports partnership programme has now expanded globally. For instance, MSC Cruises and Explora Journeys have established a significant presence in Formula One. This partnership has not only increased our web traffic, social media following, and cruise enquiries but has also been amplified by Explora Journeys’ new TV advertising campaign.

This year, we ventured into the maritime world with Explora Journeys’ sponsorship of the Louis Vuitton 37th America’s Cup and our collaboration with Emirates Team New Zealand. These partnerships are founded on shared values and a mutual passion for the sea. We see a natural synergy between the work ethic and camaraderie of top sports teams and the talent and dedication required to deliver an exceptional cruise experience.

Reaching diverse audiences through sports requires carefully selecting partners whose values align with ours. I recommend ensuring that the target audience’s strength and suitability match the brand’s goals while also considering the media opportunities, brand presence, and hospitality benefits for trade partners, team members, and guests.

Here’s to many more game-changing collaborations ahead.

Antonio Paradiso, Vice President International Sales, MSC Cruises and Explora Journeys