King Power boost from Jamie Vardy’s Cinderella story

Fans love a Cinderella story, and such tales are particularly endearing at the international level. Leicester City striker Jamie Vardy is enjoying his moment at the centre of England supporters’ collective heart as his trajectory from playing non-league football to playing for England within the space of five years has captured imaginations. SnapRapid’s tracking of sponsors’ social media exposure has shown that Leicester City’s shirt sponsor, King Power, has also been a key visual part of this football fairy tale.

England’s draw into a straightforward qualifying group has provided very few of the kind of thrilling images that fans love to share on social media. As the conversation on Vardy’s future in the England squad begins to heat up, SnapRapid’s visual recognition technology has demonstrated that fans and pundits have taken to sharing images displaying Vardy’s striking prowess for Leicester City rather than his appearances for England.

Our analysis shows that the buzz over Vardy’s call-up has allowed King Power to avoid the usual drop in engagement that sponsors generally see during international breaks, a time that is often fallow for football clubs and sponsors. Had it not been for the Vardy buzz, King Power could have expected a drop of up to 79 per cent from the prior Premier League weekend in visual engagement.

SnapRapid tracked this boost for King Power even though many posts do not include tags related to Leicester City, Vardy, or King Power. We track exposure by analysing pixels rather than tags, so we are able to identify highly engaging visual content valuable to a Premier League sponsor during an international break. Our technology demonstrates how sponsors of all clubs with players getting national team call-ups should use the opportunity to connect with the pride and passion of fans.

Club and sponsor would have been unable to capture this image by simply tracking club-related tags. In fact, King Power would have missed out on 81 per cent of the brand exposure it received from the final weekend of the qualifiers using traditional hashtag tracking. Analysing pixels is the only to avoid missing out on understanding true brand exposure.

brandenglandJamie VardyKing powerLeicester CityPremier leagueSponsorSponsorshipUEFA Euros 2016

Russell Glenister • 15th October 2015

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