What’s one of the best ways to get your product more recognition? Sponsor sports. You get a captive, receptive audience that’s enthusiastic about its sponsors. That’s what Canadian Solar Inc. (NASDAQ: CSIQ) had in mind when it announced sponsorships of three more European football (soccer) teams earlier this week.
Last Friday, the company announced it signed on as the official exclusive sponsor of German soccer teams FC Nuremberg and Hannover 96, from now through 2014’s season.
And on Monday, it announced that it was the official solar sponsor of Great Britain’s Fulham Football Club under a two-year deal.
“Sponsorships are an excellent way to raise the brand awareness and the visibility of a brand,” said Daniel Heck, a spokesperson for Canadian Solar. “In addition, they are providing an excellent opportunity for hospitality events strengthening relationships to existing and potential customers.”
Regarding the German sponsorships, Canadian Solar's logo will be prominently displayed on stadium signage, as well as interview boards and official team photos. In Britain, its logo will be on the digital advertising system and high visibility areas of the stadium, the company said. The company will also have other marketing and advertising materials and privileges related to the advertising deals.
The company also has sponsored other professional sports teams, including EHC Munich hockey club in Germany; Virtus Bologna, a basketball team in Italy—that sponsorship includes Canadian Solar’s logo on team jerseys; the New York Yankees; San Francisco Giants; and Seibu Lions, a baseball team in Japan.
Sponsorships with the other teams have helped increase awareness of Canadian Solar, according to Heck.
“The sponsorships helped and will further help in the future to raise the company's brand awareness and visibility,” he said.
The company’s modules are also at use at some stadiums throughout the world.
“Canadian Solar's modules are part of the surrounding buildings of the Beijing Olympic Stadium,” Heck said.
It also has modules on part of the Nuremberg stadium’s roof, which were installed in 2010.
“The potential to incorporate solar technology at Craven Cottage [Fulham stadium] is something we will look to investigate in the future with Fulham,” he said.
In the U.S. an increasing number of major sports teams also are adopting solar at their stadiums. For instance, American football team Seattle Seahawks installed a solar system earlier this year, and the Washington Redskins—another American football team—is installing an array this year.