Firms hoping to cash in on sports mania

As storm clouds appear over the economic and political horizon, the Uefa Euro 2008 next month stands out as a beacon for companies of all stripes to make money.

Over the past few months, many players in the sports, fast-food, food-supplement, beverage, soft-drink and personal-care markets have proactively launched campaigns and activities worth several hundred millions of baht to pique customer interest and introduce new products and services.

As with the World Cup two years ago, the popular campaigns include chances to win tour packages as grand prizes, along with other prizes like vehicles and the latest gadgets.

The sports industry takes pole position in getting direct benefits from the major international football tournament.

Adidas, one of Euro 2008's official sponsors, has budgeted more than Bt20 million for its campaign, which kicks off next month, including television and print advertising, as well as shop decoration and outdoor media.

Adidas is also taking the opportunity to widen awareness of its recently launched skincare line, consisting of a facial cleanser, facial nourisher, body spray, roll-on deodorant, bath gel and fragrance.

Its strategy is to customise marketing for specific outlets and advertise in the media. One campaign launched yesterday at Tesco Lotus gives lucky customers three footballs with Zinedine Zidane's autograph. The major target group is men aged 18-25, and prices range from Bt85 to Bt250.

The company declined to reveal its sales targets this year.

Adidas's competitor, Nike, is also tapping the sports trend to launch items in similar categories as Adidas, as well as advertisements.

Retailers of athletic goods have also pumped up their marketing budgets, especially for the two major sporting events of this year, the other being the Beijing Olympics in August.

SuperSports, a chain operated by Central Retail, has allocated Bt10 million from its Bt80-million annual budget to take advantage of the global events. Sports Mall has increased its budget to Bt50 million, from Bt20 million last year.

They expect the sport events to help boost sales 5-7 per cent, from about Bt16 billion last year.

In the fast-food industry, the only one that seems to be excited is McThai, local operator of the McDonald's and McCafe restaurant chain.

McDonald's worldwide is another official Euro sponsor.

McThai will once again extend its home-delivery service from the normal 9am-midnight schedule to around the clock during the period and even plans to make the non-stop service permanent.