Product refunds if Froome wins Tour
Insurance to cover promo cost
Three reasons why it works
Gatorade Team SkyThe big global events always tend to bring out the most ambitious sports marketing campaigns and an offer around the Tour de France from Gatorade certainly fits the bill.
The official sports drink of Team Sky will refund all money spent on products between now and the start of the Tour on June 29th if a member of the team wins the race on July 21st.
Last year’s Team Sky winner Bradley Wiggins has been forced to withdraw but the strong favourite for the race is teammate Chris Froome.
The promotion is entitled ‘If we win you win’ and works for the brand on a number of levels.
First it reenforces the association with arguably the most successful British team over the last ten years.
Second, it encourages consumers to switch from rival brands given the high perceived likelihood of a Team Sky victory. Generating trial within an ultra competitive market like this with Lucozade Sport and Powerade as market leaders offers a good return for Gatorade.
Third, in order to qualify for the refund all purchases must be registered online in advance so building an invaluable database of consumers who have been tempted by the promotion, and their purchasing habits.
Gatorade will have been able to insure against the cost of the promotion through companies like Sport for Business member Airton Risk Management who build promotional insurance packages that can mitigate the potential high cost of a result based giveaway such as this.
Similar schemes could be tried by kit manufacturers based on a county success in an All Ireland Championship, something which may particularly appeal if a new shirt sponsor has been brought on board as is the case with Chill Insurance with Cork this year or will be in Dublin in 2014.

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