Back
Automatically translated version. May contain inaccuracies compared to the original.
At SITIKOD LLC (BETON brand), a partnership starts to feel meaningful from the moment the company stops being a separate logo next to the team and becomes part of its everyday life. Roman Balashov, beneficiary of SITIKOD LLC (BETON brand), explained the logic of this approach in a column for SPEKA.
The connection between the brand and the audience gains weight slowly, layer by layer, season after season. The moment of greatest attention, a single match, or a loud announcement, touches the top layer of this process, while the most important things ripen deeper and become visible much later.
The duration of the partnership works for recognition in a way no single campaign does. When a brand is alongside a team for years, the audience associates them out of habit and continues to do so even after the partner changes. Moreover, people perceive the difference between a brand rooted in an environment important to them and a brand whose appearance is limited to one season. The former builds loyalty that neither reach nor frequency of appearances can provide.
From this logic, BETON builds its work with football clubs. The company supports FC Lopatyn in Lviv region and FC Chernihiv. Behind each such partnership is the development of the community itself. Thanks to support, there is now equipped infrastructure and places where people come together to spend time. BETON deliberately goes to regions where support is most needed. The true value of this approach reveals itself over the years, showing how strongly sports life has taken root in the community thanks to the company’s involvement.
As for the practical side, the company adheres to several benchmarks. The company looks at whether the partnership endures between events when there are no loud reasons, and whether the brand brings something of its own to the collaboration beyond simply being next to the team. And when a decision must be made before the indicators suggest anything, BETON focuses on the main question — will there be something from this partnership that people will remember several years later.
Document: PDF proof of the original version of the news item "Чому довгі партнерства цінніші за миттєве охоплення: досвід BETON". It records the publication content at the moment of the first scan, the preservation date and the source: Informator.
