As traditional marketing channels, such as press and radio adverts start to show lesser benefits for companies they are starting to adventure into other channels, mainly online. Internet marketing has now become a major element of a company’s marketing budget.
Car dealers and manufacturers have realised this and have started to allocate budget to online channels. Dealerships are starting to advertise more and more online, I have even seen a dealer selling Jaguar parts online. Ford has probably been the earliest adaptor of online when it comes to car manufacturers.
The more conservative and prestige brands however still tend to spend a lot on offline marketing; Jaguar has recently announced its partnership with the Lawn Tennis Association (LTA). The announcement was that Jaguar has become the official vehicle supplier to the LTA, which means Jaguar will supplier cars to the AEGON British Tennis Series as well as the Great Britain Davis Cup Team.
Head of commercial at the LTA, Lawrence Robertson, said: “We’re delighted to welcome Jaguar as a partner of British Tennis. As an iconic British brand with shared interest in helping develop young stars of the future through their Jaguar Academy of Sport. We look forward to developing a close working partnership with them over the coming years.”
The partnership deal means Jaguar will receive a host of commercial rights including player appearances at the AEGON Tennis Series events at Queens, Edgbaston and Eastbourne as well as tickets, hospitality, event branding and product placement. These placements will be providing exclusive opportunities to showcase the Jaguar range of Jaguar XJ, Jaguar XK and Jaguar XF cars.
Jaguar UK managing director, Geoff Cousins said, “Tennis has far-reaching consumer appeal in the UK and through this partnership with the LTA we hope to leverage our similarly diverse XJ, XK and XF car range. The Jaguar Academy of Sport is growing from strength to strength and we look forward to working with the LTA as two great British brands.”