BY PRINCEWILL EKWUJURU
Every brand aligns to a connecting tool, particularly, marketing communications activities that help push sales or consolidate brand position in its market segment.

For Gulder, a product of Nigerian Breweries (NB) Plc, the sponsorship of the annual 5-A-side soccer championship where Sholly Babes Football club of Lagos emerged 2011 champion by beating Mcjeff Football Club of Port Harcourt by 2-0, is one such example employed by the brand to consolidate on its market position.

Seriously, overtime, events sponsorship and place branding have become major tool bar with which brands reach their target customers. In effect, reasons advanced by firms entering into sponsorship activities are premised on brand awareness, establishment, change  and to strengthen brand image or loyalty.

This further explains why for many years companies fall over themselves to partake in major events like football fiestas, musical concerts, cultural festivals and carnivals.

In Nigeria today, companies see sponsorship as a mechanism to drive their brands. The story of MTN, GLO and Coca-cola as the official telecommunication company and the official drink for the 2010 world cup and the Nigeria premier league respectively explains the rational behind sponsorships.

Beyond sports, brands that have both the global and local appeal have also began to invest in sponsorship. While sports  cuts across, cultural activities and carnivals are used to connect the grass root.

In what seems like a response to this global trend, Gulder  has joined the fray of brands that cling to sponsorship as a major tool to connect consumers and help develop budding talents in the country.

A brand Analyst, had once said that with sponsorship, sponsoring brands are exposed to many potential consumers and possible trade partners.

However, a brand that keys to an activity that connects its target audience is likely to leverage on such sponsorship to win consumer loyalty. It’s on record,  if  a brand supports the youth market; it is natural for it to attract many consumers.

Just like Mr. Jacco Vander Linden, Marketing Director,  NB, rightly put it, “Gulder  will continue to promote anything that has to do with youth development in the country.  The experience goes beyond enhancing the brand’s promise to the public, but as a form of social responsibility to the brand’s operating community; adding values in the areas of sports development and youth empowerment in Nigeria”, declared Vander Linden.