Building Bridges for Brand Awareness | Juventus FC & Brooklyn Nets
Last Friday 7th December, the Brooklyn Nets of the National Basketball Association hosted their first Juventus Night, in partnership with Juventus Football Club, the Italian football giants hailing as champions of the Serie A for seven consecutive years. This cross-sport event held at the Barclays Centre in Brooklyn kicked-off with a live screening of the Inter Milan and Juventus match, and followed with that night's Nets game against the visiting Toronto Raptors. Among fans of both teams, former Juventus star David Trezeguet together with former Nets top-liner Kerry Kittle were both present for this event, personifying the newly formed allegiance between the brands.
Undoubtedly an unlikely pairing among two multinational sport franchises, this collaborations aims to ultimately serve one main purpose of expanding brand awareness. With popularity of both sports rapidly increasing in the concerned countries, establishing a partnership such as this will drive consumer decisions by aiding fans in phases of discovery to pick a franchise to get behind due to the alliance factor influencing fans of the Nets to support Juventus and vice-versa. This collaboration will also encourage repeat purchases over a long-period of time as the sports keep growing, and thus increase market share and incremental sales. Already made visible on the Juventus Night at the Barclays Centre, proactive marketing through social media channels will also be utilised to further establish this partnership.
Brand consistency will remain a vital element with respect to the further growth of this collaboration. Although still in very early phases and to be further determined by the success of the Juventus Night, this partnership is a clear sign of the creative ways in which large brands collaborate in order to gain access into new markets, and many more of these are set to follow.
Undoubtedly an unlikely pairing among two multinational sport franchises, this collaborations aims to ultimately serve one main purpose of expanding brand awareness. With popularity of both sports rapidly increasing in the concerned countries, establishing a partnership such as this will drive consumer decisions by aiding fans in phases of discovery to pick a franchise to get behind due to the alliance factor influencing fans of the Nets to support Juventus and vice-versa. This collaboration will also encourage repeat purchases over a long-period of time as the sports keep growing, and thus increase market share and incremental sales. Already made visible on the Juventus Night at the Barclays Centre, proactive marketing through social media channels will also be utilised to further establish this partnership.
— Brooklyn Nets (@BrooklynNets) December 7, 2018
New markets present new challenges, and Juventus international brand manager Daniele Lunazzi mentioned that it was important for the organization to maintain a consistent, coherent message while activating new partnerships in new markets. Lunazzi said,
"You must be able to adapt to new market habits, to the desire and expectations of new markets, while at the same time not betraying your brand model, your values, and the way you communicate"
Brand consistency will remain a vital element with respect to the further growth of this collaboration. Although still in very early phases and to be further determined by the success of the Juventus Night, this partnership is a clear sign of the creative ways in which large brands collaborate in order to gain access into new markets, and many more of these are set to follow.
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