Article2024

Demonstrating and communicating artificial intelligence brand capabilities: Amazon Web Services sponsorship with the National Football League

5 citations0/0 files storedInternational Journal of Sports Marketing and Sponsorship

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Purpose As artificial intelligence (AI) continues to influence sports league and team operations, the brands providing these services are sponsoring sports properties to demonstrate and communicate their performance capabilities. This article examines Amazon Web Services (AWS) sponsorship with the National Football League (NFL). This sponsorship features functional congruence, which is when a sponsor has a participatory role in performing services for the property. Design/methodology/approach The AWS sponsorship with the NFL is captured by examining specially created websites, in-game sponsored elements, and television commercials aired during the broadcast of NFL games. The AWS website focuses on the services profiled in this article. Findings AWS provides the NFL with performance-based (on-the-field) and business-based (off-the-field) services. Of particular note, AWS capabilities help the NFL create the game schedule and address the issue of player health and safety. Demonstrating functional congruence appears to be especially valuable in business-to-business marketing where purchase decisions are more focused on brand reliability. AWS television commercials feature the tagline, “if AWS can do this for the NFL, imagine what it can do for your business.” Originality/value With the role of AI in sports in its relative infancy, it is imperative to document what services AI brands are performing for a professional sports league. Examining AWS sponsorship with the NFL provides a timely, practical example of how an AI brand communicates and positions itself using sponsorship as a marketing strategy.

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1991The Role of Sponsorship in the Marketing Communications Mix 2019Artificial Intelligence and Journalism 2013Corporate Social Responsibility in Business-to-Business Markets: How Organizational Customers Account for Supplier Corporate Social Responsibility Engagement 2001Mastering the Marketing Communications Mix: Micro and Macro Perspectives on Integrated Marketing Communication Programs 2006Sponsorship-Linked Marketing: The Role of Articulation in Memory 2002Associating the Corporation with a Charitable Event Through Sponsorship: Measuring the Effects on Corporate Community Relations 2011Explaining and Articulating the Fit Construct in Sponsorship 2001Assessing the Market Value of Sponsoring: Corporate Olympic Sponsorships

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