Football, also known as soccer, was historically a sport for the lower social classes. This origin determines the social and cultural context of the sport to this day. In the era of industrialization, football began as a form of entertainment for the working classes in Europe. Due to its simple equipment and trail requirements, it was easily accessible to the working class and quickly spread to urban environments.
This association with the working class has a significant impact on the perception of sport and on sponsorship decisions. Luxury brands like Rolex avoid advertising at football matches, and instead support sporting events upper social classes Targeted. Rolex is known for producing luxury and elegant watches, and mainly sponsors sporting events such as tennis and Formula 1.
Zsolt Baer offered Irvin Nagy a cameo role, and Aaron Molnar got his part as well.
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Tennis has traditionally been an elite sport due to the high cost of entry, including club membership fees and the cost of equipment. Wimbledon, Roland Garros and other major international tennis tournaments provide an ideal platform for Rolex to reach a distinguished audience. Likewise, Formula 1 is a sport for the rich and famous. Not only is this level of car racing very expensive, but so are the racing locations Luxury DestinationsSuch as Monaco and Abu Dhabi.
The Romanian fans also sent a message to the Hungarian team and the whole country, saying that they will not like this.
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Therefore, Rolex’s marketing strategy is based on a conscious decision that takes into account the brand image and the demographics of the target audience. It is important for the brand that its advertising reaches an audience that values luxury and exclusivity. Although football has a huge global audience, the demographics of this audience do not align with Rolex’s objectives.
This difference in sponsorship strategies also reflects the social perception of sport. While football is a global and democratic sport, tennis and Formula 1 are elite sports often associated with the privileges of the upper social classes. Rolex's association with these sports not only emphasizes the exclusivity and luxury of the brand, but also ensures that its advertising reaches people who might be potential buyers of its expensive watches.
