Cazoo, the online car retailers who were Everton's shirt sponsor from 2020-22, entered administration yesterday following an aggressive and high-profile sponsorship strategy, report The Sponsor.
"The company's downfall highlights critical lessons for other brands considering similar approaches. Here’s a detailed look at why Cazoo's sponsorship strategy failed to yield the desired results and what other brands can learn from this expensive misstep.
"While sponsorships can generate significant brand awareness, their true power lies in engaging audiences beyond mere visibility. Without meaningful activation and genuine connection to the audience's passions, sponsorships become an exorbitantly costly form of advertising that fails to influence consumer behaviour effectively.
"In Cazoo's case, the lack of engagement meant that their extensive sponsorship portfolio did little more than put their logo in front of millions without fostering the deeper relationships needed to drive brand loyalty and purchasing decisions."
» Read the full article at The Sponsor
Reader Comments (12)
Note: the following content is not moderated or vetted by the site owners at the time of submission. Comments are the responsibility of the poster. Disclaimer ()
2 Posted 29/05/2024 at 16:40:42
3 Posted 29/05/2024 at 18:20:45
Advertising is equally shit. Tax evasion if you have the right accountant is all I can think of.
4 Posted 30/05/2024 at 08:35:32
Each £100,000 spent on corporate sponsorship will save approx £25,000 in corporation tax (assuming the sponsor is turning a profit). Obviously the intention of sponsorship is to increase revenue and by extension profit, but sponsorship for tax evasion?
Hardly worthwhile is it?
I haven't read the article yet but Danny has probably nailed it. Simply overstretched themselves and chose unwisely. Not a rare occurrence in business.
5 Posted 30/05/2024 at 15:32:58
6 Posted 30/05/2024 at 20:32:34
I assumed it was to do with the number of people watching the game, but I was told it was much more important how often that name would appear on the screens of those playing FIFA 23 (or the current manifestation of that game).
7 Posted 30/05/2024 at 21:09:03
They stopped sponsoring and went bust after they left.
Nothing is the same after Everton...
8 Posted 31/05/2024 at 15:20:51
9 Posted 01/06/2024 at 07:53:11
"He's King Midas with a curse
He's King Midas in reverse"
10 Posted 01/06/2024 at 08:00:57
11 Posted 01/06/2024 at 10:21:09
12 Posted 27/06/2024 at 07:38:27
Cinch haven't gone bust, why? Because they are owned by BCA who have all used car disposal contracts with all the major manufacturers.
One day you hope for honesty and openness, seems like bullshit season is on full swing. That's why Cazoo went bust.
Add Your Comments
In order to post a comment, you need to be logged in as a registered user of the site.
Or Sign up as a ToffeeWeb Member — it's free, takes just a few minutes and will allow you to post your comments on articles and Talking Points submissions across the site.
How to get rid of these ads and support TW
1 Posted 29/05/2024 at 16:35:14
Yet it obviously forms a major component of many companies' strategy and has provided vast sums to football and a host of other sports… so what do I know?