Branded content is prevalent in Finnish television, especially in the home design and DIY, automobile, and food sectors. EU directives regulate this activity. However, the rules are tighter in banking and finance, which is our client’s sector, and all marketing claims tightly monitored by the Financial Supervisory Authority. Therefore, our branded contents do not contain any direct links to financial or banking products; the link is purely one of image.In terms of sponsorship-style cooperation, a project of this scale and depth of involvement in which athletes and a sponsor work together to provide unique content for digital media or television has never been done before in Finland. The same applies also worldwide, especially in the field of winter sports and alpine skiing in particular.

Arousing awareness among the core group – athletes, opinion leaders and clubs – was critical so they would act as Alpine Channel spokespersons. Their credibility and networks create the foundation for the future channel expansion and enthusiasm among the skiing public; hence, the emphasis on a seeding campaign, in which the Facebook pages of the sport’s inner circle is harnessed to channel promotion.Visibility has also been prominent in all of Sampo Bank’s sponsorship communication:-Press (events) -Consumer promotions (Freestyle and Slope Style World Cups)-Online advertising (banners and competitions)-Airport advertising and promotions -TV advertising -Sampo Bank’s branches and online services

Although the Alpine Channel was not fully open until February 17, 2012, during its first month alone its popularity and the feedback received indicate that both athletes and the public love this new, more beneficial approach to sponsorship.According to the first viewer survey, the Sampo Bank target audience experiences the Alpine Channel as informative (49%) and interesting (43%). Individual site visits last over 5 minutes on average.

In contrast to advertising in general, the Alpine Channel branded content is not experienced as an irritating (0%) or boring (2.7%) method of sponsorship.

Most importantly from Sampo Bank’s perspective, it appears that the decision to start producing content of benefit to consumers and the sport as a whole has aroused the desired respect and positive response in their most important target groups. In the first viewer survey, over 53% of the target audience said that their impression of Sampo Bank had improved already after visiting the Alpine Channel for the first time!“The collaboration between Sampo Bank and the Finnish Alpine Ski Team is one of a kind. It sets a new standard for the future of alpine skiing and athletic sponsorship in general..." Marcel Looze – FIS