Turning Tennis Sponsorship Buzz into Brand Growth
When premium Italian meats brand Veroni signed on as a sponsor of a major World Tennis Association tournament in Cincinnati, they weren’t content with just logo visibility and traditional sponsorship impressions. Their goal was much bigger: convert tournament buzz into measurable sales at Kroger.
The Solution
We turned Veroni’s sponsorship into a shopper-marketing win – building momentum both during the tournament and well after the final match. By targeting consumers most aligned with the brand – tennis lifestyle enthusiasts and premium at-home entertainers – we connected event excitement directly to Kroger purchases through a two-pronged activation: Geofenced Programmatic Ads: Fans at the tournament were hit with high-frequency, real-time digital ads celebrating Veroni’s sponsorship, directing them to buy the brand at Kroger. To ensure exposure didn’t end courtside, ads “followed” attendees home, keeping Veroni top-of-mind when purchase decisions were being made. Contextual Digital Media Ads: To capture premium entertaining shoppers, ads were placed on top recipe sites for consumers searching for elevated hosting ideas – with each ad linking directly to Veroni’s Kroger product page, streamlining path-to-purchase online and in-store.
The Results
By aligning the message, the moment and the media, we helped Veroni score on and off court. Doing more than inspiring a purchase…we served up a whole new shopper base for sustained growth!
