Last but not least: sponsor substitution
A small Liverpool hair salon wants to replace a big brewery as shirt sponsor of Premier League club Everton. This will cost 23 million dollars - the collection is underway.
For "Sean & Sean's Barber Club" - a small store run by father and son near Everton Stadium - a campaign by Swedish agency Round & Round for NGO Big Alcohol Exposed become a big jackpot. The organization fights against the business and marketing machinations of the alcohol industry worldwide and wants to protect children in particular from the early influence of advertising. In the English Premier League, only one club still has an alcoholic sponsor: the Thai beer brand Chang has adorned the jerseys of Everton FC since the 2004/2005 season. This should now change, finds the NGO. The long-standing sponsorship contract expires next season, and new negotiations are due to take place. And Big Alcohol Exposed wants to bid for it.
Not an inexpensive undertaking in the rich Premier League. 23 million dollars would be needed to take over the advertising space. To guarantee strong popular support and plenty of attention, if the funding target is reached, the space is cleverly not left empty or adorned with the NGO logo, but made available to local businesses. Because when David fights Goliath, opinions are usually quickly made. Especially when it is a sympathetic hairdresser. About the crowdfunding platform Indiegogo.com is collected. With meaningful quid pro quos like haircuts or season tickets. A haircut is named after the donor of 100,000 dollars - that should be reason enough. After four days, a good 2000 dollars have already been collected. So only 22.98 million are still missing - a piece of cake. (hae)
