Five reasons why sports sponsorship needs to be part of every marketing strategy
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Sport is a form of entertainment that everybody has access to. The audience, notably referred to as fans, is highly engaged and loyal. Most significantly, sport brings people together emotionally.
Partnerships in sports have therefore increasingly captured the attention of marketers as a measure to enhance their marketing mix and reach their goals.
Three-quarters of all global sponsoring activities are within sports, which underlines the recommendation that this needs to be part of every marketing mix. In the following, there are five reasons to consider whilst there are many more depending on the actual needs of a brand.
Hella-Louise Speidel
Published on August 23rd, 2023
In this Insight:
1. Enhancing the Impact:
Increasing Brand Exposure and Reach
Partnerships in sport offer a one-of-a-kind platform for brands to obtain significant exposure, awareness and reach towards a diversified audience. Sports events draw enormous crowds, both in stadiums and through media coverage, allowing sponsors to promote their brand to millions of eyeballs.
Most notably logo placements on jerseys, training kits or along perimeter advertising within the stadium. Brands can greatly enhance brand visibility, market share and make a lasting impression in the minds of consumers by partnering with popular sports teams or events.
2. The Power of Connection:
Captivating Audience Engagement Strategies
Sports sponsorship allows firms to interact with a highly-focused audience that shares a common passion in a specific sport or team. Through this tailored strategy, firms resonate with followers by changing their marketing messaging and delivering individualized experiences.
Fans gain insight into players' lives off the field through exclusive material produced in conjunction with sports teams and athletes, such as interviews, training sessions, charity activities and day-in-the-life vlogs. This creates a more personal connection, increasing closeness and commitment to the sponsoring brand. Experiential activations, social media marketing and exclusive access to athletes further engage fans, resulting in brand loyalty within the target demographic.
3. Your Brand:
Creating Positive Brand Association for Longevity
Collaboration with sporting properties or events that have a large following and represent positive values can significantly enhance a brand's reputation and image. Companies may tap into the energy, emotion, and competitive spirit that sports represent by connecting with these events.
This affiliation creates trust and credibility because fans frequently regard sponsors as true supporters of their favorite teams or athletes. Through this beneficial brand association, such a strategic collaboration allows firms to differentiate themselves from competitors and establish a closer connection with consumers.
4. Influencer Marketing to Supercharge Your Brand:
Leveraging the Power of Influencers for Growth
Partnerships in sports provides brands with unique access to influential players and sports celebrities who can influence consumer behavior. Brands may tap into these famous people' vast social media followings and engage with a larger audience by collaborating with them.
Athlete endorsements and collaborations can improve brand awareness and consumer trust by lending credibility and authenticity to brand messaging. Partnerships in sport can be a potent strategy for amplifying marketing efforts and generating consumer engagement by leveraging influencer marketing.
5. The Art of Emotional Connection and Brand Loyalty:
Creating Unbreakable Bonds
Sports have a unique capacity to elicit strong emotions and leave spectators with enduring memories. Brands may tap into the emotional connection that fans have with their favorite sports teams or events by connecting with these passionate moments.
Fans frequently demonstrate steadfast support for sponsors that share their love for sports, which can convert into long-term brand loyalty. Businesses may create strong connections with consumers and cultivate brand champions who will continue to support their company in the long run by investing in a partnership in sports.
There are already many companies that are known around the world, not least because of their extensive partnerships in sports. They are a central component of their marketing mix as a result, and benefit from them in the long term.
The biggest sponsors in sport
Team, athletes and event sponsorship
Adidas
Adidas sponsors national sports and has invested over $1.4 billion in soccer clubs.
Various sports
PepsiCo
In addition to the UEFA Champions League, PepsiCo sponsors numerous other sports, among them the MLB.
Team, athletes and event sponsorship
Nike
Nike has signed some of the most extensive sports sponsorship deals in history.
Major sporting events
Coca-Cola
Coca-Cola's sponsorship strategy involves supporting global events such as World Cups.
Creating identity through various sports
Samsung
The South Korean tech giant spends more than 5% of its annual revenue on strategic advertising.
Extreme sport and motor racing
Red Bull
Red Bull holds a notably strong track record in extreme sports and motor racing.
Sport sponsorship provides numerous benefits that can greatly improve the efficiency of a marketing campaign. Sport sponsorship can unlock great development potential for organizations by increasing brand visibility and engaging targeted audiences, as well as generating positive brand association, utilizing influencer marketing and cultivating long-term brand loyalty. Brands can take their marketing efforts to new heights and achieve a competitive edge in the market by understanding and leveraging the power of sport sponsorship.
