Ogilvy UK chief executive Fiona Gordon has spoken to BBC News on the importance of large-scale sporting events like the Euros and the Olympics on the wider economy.
Shedding light on what is known as the ‘collective economy’, the agency bigwig explained how international sporting tournaments can wash away dividing lines and create a feeling of community.
“This summer of sport is what Ogilvy UK calls the collective economy – global sporting experiences breaking down boundaries and building connection. Behavioural science reveals national sporting events create collective euphoria, so people celebrate the country as much as the sport.”
Gordon – who despite her Scottish roots was “very much cheering for England” last night – also revealed how events like the Euros can be extremely lucrative platforms for brands and businesses as they provide millions of eyeballs for hours each day.
She also noted that a change of government sees an uptick in consumer confidence – and it is this perfect storm that resulted in the tournament giving the British economy a £3.1bn boost as football fever swept the UK.
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Ogilvy’s CEO went on to spotlight how the Olympics and Paralympics are expected to provide a similar opportunity for brands to showcase how much they value inclusivity.
“The Olympics and Paralympics are just weeks away and brands that can authentically tap into that inclusivity will be the winners, no matter the result.”
Following on from the Three Lions’ heartbreak last night, Gordon went on to praise how the team had used their voices to make a difference, stating that: “It’s not just the trophies that matter, it’s also the conversations sparked by the contest itself.”
“Football is the ultimate leveller and we can all learn from how the players have conducted themselves. Southgate gave the team space to pursue their personal values; these young lads use their platforms for change on equality, inclusivity, and community.
“Southgate and the team have given us all a lesson in leadership, generating not just optimism but generosity of spirit too.”
Gordon also took the opportunity to reassure players that their star quality is unlikely to have been dented by the weekend’s loss.
“Watkins, Palmer and the others can wake up feeling reassured this morning as they have become megaheroes and will become huge brands themselves in the future. They’re in the national consciousness now – there will be lots of people calling them in the coming weeks!”
And a final message from the Ogilvy boss for brands like Hellmann’s who have associated themselves with a loss? “Stick with it.”
