Head & Shoulders is deepening its investment in sport through taking on global partner status with the International Basketball Federation around it’s major tournaments through 2015.
It is possible this may open a window of opportunity for Basketball Ireland to strike a deal locally around it’s own premier club competitions. Nivea were long term supporters until withdrawing their direct relationship with Ireland and a grooming product would be a good fit for a sport that has such a strong reach into schools and youth activity.
Procter and Gamble’s senior manager in charge of the Head & Shoulders brand said about the international deal “As a world leading haircare brand we truly believe that confidence is the key to success, and nowhere is this more important than in sport.”
“Basketball is a quick, captivating and dynamic global sport where players need to react promptly and without hesitation. These values perfectly match our own aspirations, because at Head & Shoulders we hope that all young people should lead their own lives ‘head first’ and without hesitation, whatever they choose to do.”
With Basketball Ireland reclaiming its place in the international sport through the reforming of international teams, its hosting the European Basketball General Assembly in 2016 and CEO Bernard O’Byrne taking up a prestigious role on the European Permanent Finance Committee it may be possible to leverage the brand involvement at international level into something that is of local value for the sport and the business.
Allianz’ involvement with Paralympics Ireland was initially sparked by a global connection before being fully embraced and developed by local management here.
Once a brand has decided to invest in a particular sport it can be a smart way to increase value within local markets without the substantial fresh investment in new branding, collateral or ideas on how to activate that would be required from scratch.
