How Heineken Boosts Brand Equity With Golf Sponsorship

MORE than ever in human history, today’s business landscape has never been this competitive. With a plethora of products in the market place coupled with very discerning and ever changing attitude, taste of consumers, marketers and brand custodians have found it not an easy task to reach out to target to achieve cutting-edge volume the brand set to attain.

As such, sponsorship is found to be one of the fastest growing forms of marketing in the global market, where you can find unlimited opportunities to broaden your competitive advantage by increasing your credibility, image and prestige in sponsoring events that attract your target market.

It is the financial or in-kind support of an activity, used primarily to reach specified business goals. Organisations able to skillfully manage the entire process reap enormous rewards: enhanced customer satisfaction, reduced churn, increased revenue and greater employee satisfaction.

Super brands like Apple, Samsung, Coca-Cola and others have cashed in to propel their brands to great heights. Another global brand known for giving customers great end-to-end experiences through its strategic positioning is Heineken, the world’s leading international premium lager beer.

True to its arch type of bringing wonderful experiences to its customers all over the world, the brand recently sponsored the SPG golf open at the prestigious Le Meridien Ibom Hotel & Golf Resort in Akwa-Ibom State to give its consumers good experience and ultimately contribute to the development of the game.

Mr. Kalio Isoboye won the male overall best gross after doing 175 holes while Susan Colekotas won in the female category. In the same competition, Alex Shaiyen won in the veteran male category while Edidiong Idiong and Anka Sanni emerged the best in the male category B and C respectively.

The arduous two-day tournament at the 18 holes Le Meridien Ibom Golf Course, which is regarded as the most challenging golf course in West-Africa, saw over 100 top golfers within and outside the country slug it out at the championship.

The tournament, which is in its first edition, had promise to keep growing in every edition. Senior Brand Manager Heineken, Mrs. Ngozi Nkwoji, while commending the golfers for their performances and sportsmanship disclosed that the brand remains a “big friend” of the game hence its continued sponsorship, which is an attestation of its resolve to strengthen and promote golf in Nigeria.

Heineken, a world-class beer is always glad to associate itself with the game of golf, an international sport. We intend to help build the image and standard of the sport through our continuous support,” she added. She further said the tourney has also created the platform that can compete with international open worldwide.

We will continue in our quest to encourage the government and other stakeholders to key into the vision of building golf and other sports in Nigeria,” she said. The brand, which is known for its partnership with the biggest European club football championship for over a decade, has broadened the sponsorship opportunity around sport and leisure in Nigeria.