In sports marketing it is always said that the sponsors play the most important role in the prosperity of the world of sports. Of course football and minifootball are very strongly connected to this idea, because these are the most popular sports in the world and when a sport is popular, it always attracts great interest of the sponsors! In Cyprus, even if the target group of a company cannot be larger than the small population of this small and beautiful European country, there are important companies that invest in minifootball and this is really important for the sport.
Vassos Eliades Ltd is one of the biggest trading companies in Cyprus and supports the national Cypriot minifootball championship through the major sponsorship (name sponsorship) to it. Its main activities are import, sales and distribution of consumer goods through all the trade channels of the market. The range of products distributed is wide, ranging from foodstuffs, alcoholic beverages, mass market consumer goods, luxury watches, jewelry and accessories as well as fitness equipment. Vassos Eliades Ltd is trusted by the largest multinational companies in the world to handle their brands in the Cyprus market and has been the agent of Swiss food giant NESTLÉ for the island of Cyprus since the inception of the company in 1933. NESTLÉ’s important brand NESCAFÉ, is the brand that gives its name to the championship called Nescafe UNI-League since 2008.
It is common belief that the national Cypriot championship has not only managed to successfully accomplish all the goals but also to offer additional benefits. It has always been main guideline to meet the advertising and promotional needs of the Grand Sponsor, Nescafe and that is why the common course between the championship and the brand name, which began in 2008 and reached a peak in 2012 had excellent results media wise.
The number of participants rocketed. Nescafe UNI-League was extensively advertised in a great number of newspapers and other media as well as other means of advertising. Nescafe UNI-League attracted great publicity in general, which undoubtedly had the most positive impact on the brand of Nescafe. Nescafe was able to directly and indirectly approach a target group of great importance (ages 18-28) inter alia through constant projection of the its logo in the media as well as in below and above the line advertising actions (through the presence of the logo on all outfits of approximately 4000 participants, product promotion etc).
The constant communication and feedback between the organizers of the national Cypriot championship and the Sponsor on a regular basis, resulted in direct problem solving whenever any issue occurred which required this collaboration and coordination. All the above mentioned factors resulted in not only keeping the standards (operational/ functional) very high but also in setting even higher goals for the continuation.
The aims are set on two levels: On the one hand the organizers wish to preserve the image of the UNI-League, as this has developed, for the following years, so as not to incur confusion for the common target group (between sponsor and organization). On the other hand they wish to enrich-both in number and quality- our communication sponsors in all cities where Nescafe UNI-League is held i.e. to add even more local and Pancypriot Communication Sponsors, to increase the number of participants and teams and in general to accomplish an even greater penetration into the target group which interests the sponsor.
