The ICC brings 90 of the 100 top-ranked soccer players to new audiences and provides brands with sponsorship opportunities through the off-season.
Now in its sixth year, the summer club tournament organised by Relevent has been growing its appeal by bringing together a number of previously unconnected exhibition matches and offering fans in three continents a celebration of the world’s greatest clubs and athletes.
Think of ‘El Clásico’ (Real Madrid v Barcelona) played outside of Spain for the first time in 2017 or Manchester United v Liverpool attended by 101,000 soccer-hungry Americans in 2018.
ICC now boasts 18 top European clubs and 27 matches in 19 of the world’s greatest sports venues across the United States, Europe and Singapore.
Commercially, the competition fills a quiet gap in the crowded soccer schedule offering clubs the opportunity to build their brands in new markets through high stadia attendance and global broadcasting to 170 territories and a potential audience exceeding 130m viewers in 2017.
An average of 47,500 tickets sold per match in 2017 puts the ICC on the same level as the 2018 FIFA World Cup and 2016 UEFA European Championship.
Relevent’s Chairman, Charlie Stillitano was quoted in the UK’s Guardian newspaper, 20th July, as saying “What we are really trying to do to grow the tournament is to bring in global sponsors that go across continents and we also see the next evolutionary step as TV.”
This is where Amayse comes in. Appointed by Relevent and Event 360, Amayse is an Official Supplier of the International Champions Cup producing the goal line 3D CamCarpets™ that bring ICC sponsors closer to the action.
Sponsors frequently consult Amayse on how they ‘can be in the game’. Kevin McIntyre, Vice President, Head of US Sales at Amayse, says “This is how Amayse can help immensely. Our 3D sports advertising solutions place sponsors in the most valuable positions on the field. We can make their brand part of the action and achieve stand-out media exposure through live TV, highlights and social media coverage.”
“3D CamCarpets™ are able to generate more than 50% of the branded media TV exposures in soccer matches in comparison with the well known LED boards and static boards.”Media Evaluation, 2017. Nielsen
A great example of this is Shaqiri’s overhead goal for Liverpool against Manchester United which stunned the 100,000+ crowd at the Michigan Stadium. Amayse produced Hertz and Ally’s 3D CamCarpets™ either side of the goal posts, helping them reach hundreds of thousands of people on social media alone.
As the ICC continues to build on their success and sponsors are extending their relationships to multi-year deals, Relevent need to ensure they are always offering value.
“Our goal with the International Champions Cup is to deliver an exciting experience to fans around the globe,” said David Safer, Chief Commercial Officer at Relevent.
“Extending new and unique opportunities for ICC sponsors, including Heineken, McDonald’s, Gatorade, Mastercard and Rakuten, increases their activation presence and elevates the game-day experience. Amayse’s 3D CamCarpets™ offer premium position and extensive exposure for our elite group of sponsors.”
Kevin McIntyre said, “We are excited to be a part of this event and we look forward to seeing the continued success and growth of the ICC as it brings the sport and its sponsors to wider audiences.”
View all our 3D sports advertising solutions, specifically designed for televised sports events.
Below: One of the 3D CamCarpets™ for Hard Rock Hotel in production at Amayse HQ and then installed for the ICC 2018 matches in Miami