Iveco leads the way in sports marketing
Just over a year since Iveco made its return to the world of sports sponsorship, beginning with the All Blacks and ending with the Italian national rugby union team - having recruited Ferrari, Valentino Rossi and multi-medal winning artistic gymnastic Vanessa Ferrari along the way - the company is continuing to win awards for its sports marketing. The latest accolade was received last week in Paris, where Iveco collected the 5th annual “Sporsora” trophy for Sports Marketing in the “Annonceur” category, thanks to a communication and marketing campaign which centres on its sponsorship of the All Blacks, the New Zealand national rugby union team.
Specifically, the "Annonceur" category recognises companies that have successfully developed a partnership in line with their values and strategic objectives. The values shared by Iveco and the All Blacks - namely commitment, team spirit, reliability and performance - have, since the start of 2007, enabled a strong link to be formed between the All Blacks and the company, its network and staff. This latest award merely serves to confirm the winning qualities of this link.
The sixty entrants in the competition included other prestigious companies such as Adidas, Nike, RATP, Nespresso and McDonald's, a formidable line-up which made the challenge particularly tough.
Iveco and its sponsorships
Iveco has always chosen to associate its image with top-class sports personalities and events, in keeping with its international identity. This has always been the case in the past, from its sponsorship of the 1982 World Cup Spain to the 1983 World Championships in Athletics at Helsinki and the recent Turin 2006 Winter Olympic Games, and is still the case for current sponsorships.
Today the company has chosen a diverse range of personalities and sectors to help champion its values. They include the illustrious Ferrari Formula One racing team, which Iveco, in its long-standing role as Official Supplier, has provided with four Stralis trucks, two Daily minibuses and one Irisbus motor home.
Also in the world of motorsports, Iveco is the Premium Supplier of Yamaha Motor Racing, whose riders include seven-time world champion Valentino Rossi. Wherever the team goes, its workshop and motorbikes are transported in Iveco vehicles.
World artistic gymnastics champion Vanessa Ferrari has also lent her image to Iveco, whose values closely match her own.
Since last year Iveco has strengthened its presence on the rugby pitch, first with its sponsorship of the All Blacks and now with its sponsorship of the FIR Italian Rugby Federation, which began at the Six Nations Tournament. This is not forgetting the company’s recent launch of Iveco Rugby Radio, the web radio station which broadcasts rugby news and much more besides.