100PLUS

The event sponsor I chose will be 100PLUS, the official hydration partner and the longest sponsor that has been working with OCBC Cycle. 100PLUS aims to “hydrate, inspire and empower” their target market and is an isotonic drink produced by Fraser & Neave (F&N). Over the years, 100PLUS has been partnering with OCBC Cycle and it is the only isotonic drink sponsor for the whole event. Another beverage sponsor in OCBC Cycle is Ice Mountain, which is so under F&N Foods Singapore. 100PLUS falls under both “License and Endorsement” and “Exclusivity” for event sponsorship assets category as their company logo is being used widely throughout the event and it is printed on many tangible items such as banners, tents, umbrella and t-shirts. For exclusivity, it is the only isotonic drink sponsor for the whole event.

One possible objective for 100PLUS to participate in OCBC Cycle is due to its own brand, which is to support sports development in Singapore. Some of these sports includes cycling, swimming, marathon, walking and badminton. By participating in events such as the OCBC Cycle, it enables 100PLUS to continuously support their sports development belief and further promotes to all the participants that 100PLUS is number one drink for hydration after completing sports activities as hydration is an essential after every sports activity.

Another possible objective is to promote a healthy lifestyle. 100PLUS participating in sponsoring OCBC Cycle as a form to promote a healthy lifestyle for its target market. F&N believes in leading a healthy lifestyle where people should consume the right food and beverage and exercise regularly and some F&N beverages includes low fat and high calcium drinks. (Our Commitments, n.d.) So, by participating in OCBC Cycle, 100PLUS is able to achieve its objective by promoting a healthy lifestyle as their target market will be keen in participating in OCBC Cycle.

Event Sponsor Fit

In OCBC Cycle context, the “Event sponsor fit” refers to how well the sponsor, which is 100PLUS and the event, OCBC Cycle can match well with one another which has the ability to provides benefits to both parties. For 100PLUS and OCBC, the event and sponsor is suitable for each other as 100PLUS supports sports development and healthy community lifestyle which is in line with OCBC Cycle as this event involves sports and promoting a healthy lifestyle to participants. Also, both their target audience are cyclists and sportsmen. For OCBC cycle, it is a cycling event that hopes to draw as much participants into the event as possible and for 100PLUS, their target market are sportsman and people who are looking for a beverage that could hydrate them best. Thus, there is a fit between 100PLUS and OCBC Cycle.

When there is a fit between sponsor and event, positive outcome will be observed. Firstly, it will have a greater image enhancement on the sponsor and event. Participants will be able to have a better knowledge and understanding of the product and event and this can improve their decision making when they want to make a purchase of the either 100PLUS or registering for OCBC Cycle the following year.

Secondly, a fit will be able to improve sponsorship effectiveness. On the actual day of the event, 100PLUS offers participants free drinks to their new 100PLUS active which is a non-carbonated beverage available at various aid and drinks station. This also acts as an advertising platform where 100PLUS is able to advertise their new drinks to a wide range of potential customers. On the other hand, OCBC Cycle will also be able to increase its audience participation to the cycling event as 100PLUS will provide media coverage and share that they had sponsored OCBC Cycle. From there, customers of 100PLUS will then have a better understanding and knowledge of what the event offers and register themself for OCBC Cycle.

Lastly, the existence of fit can also have a positive impact on the purchase intentions. As 100PLUS provides product trials for participants at OCBC Cycle, it allow the participants to taste the drinks offered by 100PLUS. This would increase the purchase decision of customers as they would already have an experience with the product offered and will make faster decisions knowing that 100PLUS will be the most hydrating beverage available, resulting in a positive impact.      

100PLUS suited its product/brand marketing mix well in terms of people. 100PLUS offers free drinks to all including volunteers and participants of the event. It is offered at zero cost and unlimited for everyone. There are booths set up for the hydration of participants and refrigerators that are loaded with 100PLUS drinks are available at the volunteer room. This shows that the people are well taken care of and ensures that they are hydration all the time.

I believe that 100PLUS has been successful in reaching out to its main target audience as every year, it is still partnering with so many sporting events.

The Product Adoption Process

• OCBC Cycle promotes 100PLUS branding by printing and indicating 100PLUS as a sponsor of OCBC Cycle increase the brand awareness of 100PLUS.

• Providing the opportunity for 100PLUS to sponsor OCBC Cycle allow participants to further have a better understanding and knowledge about the brand and the product 100PLUS offers.

• 100PLUS drinks were distributed out to participants as product trial and this increases the participant’s desire for 100PLUS when they are doing sports activities.

• After product trial, the participants will take some actions such as purchasing 100PLUS before doing any sports related activity to keep them hydrated throughout and this helps to increase the product sales.

• Reinforcement activity like distributing 100PLUS by volunteers to participants can help build brand loyalty customers as the participants will feel special and cared for as these hospitality services are available when they really need it during the whole cycling ride.