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OFC – SFSA RECOMMEND MARKETING STRATEGY

OFC Marketing consultant Mike Loftus says the success of a marketing plan that secured a sponsorship from Coca-Cola for the Samoa Football Soccer Federation could be a template for future marketing projects in other member associations within OFC.

In 2006 OFC Marketing consultant Mike Loftus visited Papua New Guinea twice and Samoa providing mentoring and guidance in securing sponsorship. Interest in utilising a similar mentoring programme amongst other OFC member associations was high.

President of the Samoa Football Soccer Federation and former OFC Acting President Tautulu Roebuck said Mike Loftus input in securing the sponsorship deal with Coca-Cola had been invaluable.

“Mike changed our way of thinking about how we should approach sponsors. In the past, we met a lot of reluctance (from potential sponsors) because we didn’t have the knowledge-base to make an effective approach. Simply asking to be sponsored is not enough.”

Roebuck said that many observers mistakenly saw the success of the FIFA Goal project as some sort of proof that Samoa Football Soccer Federation had access to a bottomless pit of cash support from FIFA.

Loftus said the deal with Coca-Cola was a perfect fit for both parties.

“Coca-Cola was launching Powerade as a sports energy drink in Samoa and with the popularity of football rising amongst youngsters in the Oceania region, Coca-Cola received access to a market of primary school footballers. I’m optimistic that the Samoa Football Soccer Federation can renew the arrangement with Coca-Cola in coming years.”

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