Here to stay: sustainable sports sponsorship
Published on
by Kristin Podewils
The importance of sports on society, and why that explains the importance of sustainability in sports sponsoring
The past two years have taken a lot out of all of us. We’ve all changed as a result of coronavirus; we’ve left behind the beliefs and priorities we used to hold – and the same goes for the sports sector. Lots of things we had simply assumed prior to the pandemic are now subject to scrutiny.
The wasteful use of resources in stadiums, clubs’ antiquated positions, horrendous transfer fees – all things fans are less likely to forgive. This stops many, in particular younger, fans from becoming football supporters in the first place. Football, the king of sports, needs to change if it wants to keep its throne.
Furthermore, the sports needs to realize the fact that its immense impact on society plays an important role in the development towards a more sustainable world.
In this Insight:
Sport is a role model for society
It was visible before the pandemic, but coronavirus has accelerated it. Something that many companies – as well as, sponsors – have long seen as indispensable for success is now becoming increasingly important in the sports business, too: sustainability.
This heavy-hitting keyword is truly multi-faceted when it comes to sport – encompassing everything from social commitment to sustainable business through to environmental responsibility.
Sport has huge potential to make a meaningful contribution to sustainable development, thanks to its position within society: many clubs have spent years engaging with social projects and play a flagship role in health promotion. However, professional sport now needs to lighten its environmental footprint.
VSA study: sustainability is very important to sponsors
A recent B2B survey of sponsoring companies within the Association of Sports Rights Holders (VSA) showed just how important sustainability is to them: 86% of sponsors see corporate social responsibility and sustainability as very important. At the same time it's only 66% for companies who aren't engaged in sponsoring. Additionally, 84% of sponsors believe that assuming social responsibility is a crucial criterion for their customers – in contrast to 59% of companies not active in sponsoring.
The message for rights holders is clear: if they want to keep offering companies an attractive communication platform in the future, they need to position themselves more sustainably and align their partnerships with environmentally and socially relevant criteria.
Socio-political topics come across as credible
VSA Managing Director Inka Müller-Schmäh explains: “Sustainability is a team sport – and one where we all win at the end of the day. Sponsorship helps sport perform its crucial social function, with sponsors taking on social responsibility, too. Socio-political topics come across as credible, thanks to the emotions inherent in the communication platform offered by sport.”
With sustainable engagements, it is particularly important that the professional team and management alike embody the engagement credibly, as SPORTFIVE’s representative study on sustainability showed.
"Only someone who can prove a clear, sustainable specification, authentic commitment and examinable results, will be successful in the long term (from a commercial perspective) and improve their sustainable footprint."
STEFAN FELSING, CEO OF SPORTFIVE
"The diverse array of opportunities for sport and sustainability needs to be cultivated on an ongoing basis."
INKA MÜLLER-SCHMÄH, VSA MANAGING DIRECTOR
Frequently Asked Questions
Everything You Need To Know
Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.
The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.
A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.
In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.
Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
Sport sponsoring offers a range of benefits for brands, making it a valuable investment in marketing strategies:
Brand Visibility: Sponsoring provides extensive exposure through signage, uniforms, and broadcasts, increasing brand visibility to a wide and engaged audience.
Targeted Audience: Sports sponsorships enable brands to reach a specific and passionate target audience, aligning with the demographics and interests of sports fans.
Emotional Connection: Associating with sports entities helps create emotional connections with consumers, leveraging the positive sentiments associated with their favorite teams or athletes.
Global Reach: Sports sponsorships often have a global reach, allowing brands to connect with audiences on an international scale, contributing to global brand recognition.
Brand Image Enhancement: Sponsoring prestigious sports events or teams can enhance a brand's image, associating it with qualities such as excellence, teamwork, and success.
Consumer Engagement: Sponsorship activations, events, and promotions provide opportunities for direct consumer engagement, fostering brand loyalty and interaction.
Differentiation: Sponsoring allows brands to stand out from competitors by affiliating with unique and high-profile sports properties, differentiating themselves in the market.
Community Involvement: Sports sponsorship provides avenues for brands to support local communities and grassroots initiatives associated with the sponsored sports entities.
In essence, sport sponsoring contributes to enhanced visibility, brand loyalty, and positive brand associations, making it a potent tool for achieving diverse marketing goals.
To find sponsorship opportunities in the sports industry, individuals, teams, or organisations can explore various avenues:
Professional Agencies: Sports marketing agencies, like SPORTFIVE, specialise in connecting sponsors with sports properties, facilitating mutually beneficial partnerships.
Industry Events and Conferences: Attending sports industry events and conferences where networking opportunities can lead to potential sponsorship deals.
Local Businesses: Reach out to local businesses that may have an interest in supporting community sports teams or events.
Sports Federations: National and international sports federations often have guidelines and programs for sponsorship, providing opportunities for collaboration.
Networking: Engage in networking within the sports industry to build connections with potential sponsors, leveraging relationships to secure sponsorship deals.
By exploring these channels, individuals and entities in the sports industry can identify and secure sponsorship opportunities that align with their objectives and contribute to the growth and success of their sports endeavours.
Identifying appropriate sponsorships in the sports industry involves a strategic approach which considers your brand's goals and the dynamics of the sports landscape:
Define Objectives: Clearly articulate your marketing objectives, whether it's brand awareness, audience engagement, or community outreach.
Audience Alignment: Identify sports properties that resonate with your target audience, ensuring relevance and engagement.
Brand Values: Seek sponsorships that align with your brand's values and image, creating authentic connections with the sports entity.
Research Opportunities: Explore various sports teams, events, or athletes to find opportunities that match your criteria. Look for entities with a strong and positive presence.
Evaluate Reach: Assess the reach and visibility of potential sponsorships, considering factors like broadcast exposure, social media following, and event attendance.
Budget Considerations: Ensure that the sponsorship aligns with your budget while providing significant value in terms of visibility and audience engagement.
By considering these factors, you can identify sports sponsorships that align with your brand's goals, resonate with your target audience, and contribute to a successful partnership within the sports industry.
