How Sports Sponsorship Gives Brands A Breath Of Fresh Air
Reading time: 5 minutes
A Fresh Start
Life is fast-paced, and people’s attention spans are getting shorter and shorter. To remain relevant, brands and companies need to constantly reinvent themselves if they want to continue reaching their desired target groups in the long run. Sports sponsorship offers a powerful way to successfully shape a brand relaunch. Whether it’s a complete restart after a crisis or a desire to boost brand awareness and reach with a new approach, sports sponsorship brings a breath of fresh air and passion to the table.
Frederik Festner
Published on January 24th, 2025
In this Insight:
Sports Sponsorship: A Gamechanger In Marketing
Sports sponsorship is much more than a logo on a jersey or band advertising. It’s the perfect marketing arena to arouse emotions, tell stories and create a close connection to the target group. More so than any other platform, sport connects and generates dynamism that brands can tap into to tell the relevant messages in an emotional, sustainable way.
Why sports sponsorship works for a brand’s fresh start
Passion is at the heart of a successful brand relaunch. It gives a brand authenticity and ensures that messages are truly felt, not just heard and seen. Sports sponsorship offers the perfect platform for making this passion visible. Read on to learn how sponsorship boosts the brand presence and how brands can sensibly integrate this into their marketing mix.
The benefits of sports sponsorship
Emotional connection
Sport represents passion, team spirit, power – values that brands can convey from the off to forge ahead in their respective markets.
Targeted approach
A brand can target one core group via exclusive club or athlete partnerships.
Innovative platforms
Sport is always evolving – and reach, too, is increased by additional touchpoints such as social media, streaming or other digital products. This is how a fresh start, combining all channels, generates success.
Positive image transfer
Sport’s charisma can be deployed to benefit the brand in question. In turn, the positive image automatically colours the relevant messages in the campaign.
A Strategic Investment
It’s not hard at all: with the help of sports sponsorship, the energy and dynamism of the sport are transferred directly to the brand. For companies wishing to reposition themselves, in particular, this energy is crucial if they want to have a sustainable impact on the target group. Brands can tie their story to sporting metaphors and success stories, making their own relaunch not just more tangible but more emotional, too.
Another key is the long-term loyalty generated through sports sponsorship. While traditional campaigns often merely generate short-term attention, sports sponsorship forges relationships that grow with every season, every game, every goal, every victory – and every defeat. It is this continuity that gives brands not just visibility, but the opportunity to keep presenting themselves in a new light, too.
A fresh start involving sports sponsorship is much more than just a marketing trick: it’s a strategic investment in the emotional connection between brands and people.
Red Bull: A Shining Example
Nowadays, it’s hard to imagine the sports world without Red Bull. Be it extreme sports, football or Formula 1, the beverage manufacturer has gained a firm foothold in the sporting landscape and is one of the major global players. But how was this possible? Red Bull has created a unique brand identity thanks to its involvement in extreme sports. With large, unusual events, the company showed courage, drew attention to itself, and demonstrated how adrenaline and innovation can be positioned at the heart of a brand. A strategy that proved successful. Red Bull has established itself as the market leader in the energy drink segment, while simultaneously building up an unmistakably, globally recognised brand identity. A textbook fresh start for the brand, aided by sports sponsorship.
Incidentally, the skilful use of content marketing goes hand in hand with this success. Videos depicting spectacular moments from events regularly go viral and boost the brand in a sustainable fashion. When sports sponsorship crosses paths with creative campaigns, this maximises their impact!
Brand Relaunches Via Sports Sponsorship
After Puma’s tricky competition against Adidas and Nike, the sports brand repositioned itself as a dynamic force thanks to its partnership and kit deal with Borussia Dortmund. This partnership became a symbol for Puma's return as a relevant player, showing how a clear connection to a successful football club can boost a brand’s identity – even in the long run. The contract runs until 2028.
Under Armour experienced a few challenging years – so it used its partnership with Dwayne Johnson to symbolise authenticity and strength. This collaboration highlights that sports sponsorship can support a fresh start in the fitness domain, as well as in traditional sports.
Deutsche Telekom has been the main sponsor of FC Bayern Munich for years and makes use of this platform to connect its brand to innovation, stability and success. Thanks to this partnership, Deutsche Telekom is viewed within an emotion-laden context that underscores its technology leadership and reliability. The pairing of telecommunication and sport is particularly successful via campaigns focused on digitalisation and interaction with fans. “Sports sponsorship is a core component of our marketing strategy,” says Henning Stiegenroth, Head of Sport & Sponsorship at Deutsche Telekom AG. “Football, in particular, plays a crucial role in our portfolio as a strategic communications tool.”
ING-DiBa successfully used its partnership with Dutch football to show off the brand in a positive, community-minded light. Thanks to the close connection with football clubs and fans, the bank was able to expand its visibility and relevance to new target groups, while simultaneously emphasising its values of fairness and reliability. In addition, ING-DiBa has also established itself as one of the key sponsors in German basketball, supporting the sport in all kinds of ways. Its connection to basketball has helped the bank to target a younger audience, one that engages with sport, while also conveying its values of team spirit, dynamism and fairness.
Conclusion
Giving a brand a fresh start via sports sponsorship is a safe investment in the future. The combination of emotional appeal, enhanced reach and authentic brand presence make this strategy a real game-changer. Driven by passion, every company can celebrate marketing success – provided they have enough courage, the right partner and a sophisticated strategy.
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.
In modern sports, several different types of partnerships exist, all of which can generate significant value.
Sponsorship deals are perhaps the most common form of sports partnerships. Companies invest in sports teams or events in exchange for advertising and brand exposure. These deals provide financial support to the teams and help sponsors connect with their target audience.
Strategic alliances involve two or more sports organisations coming together to achieve common goals. This could include sharing resources, facilities, or even talent. Such partnerships can lead to improved facilities, enhanced scouting networks, and ultimately, better performances on the pitch.
Successful sports teams recognize the importance of engaging with their local communities. Community partnerships involve initiatives such as youth sports programs, charity events, and education. These partnerships not only create goodwill but can foster a committed and engaged fan base.
In today's digital age, media collaborations are key. Sports teams and media outlets often join forces to collaborate on engaging content, including exclusive interviews, behind-the-scenes footage, and live broadcasts. These partnerships boost visibility for both parties.
Image objectives
Brands that are active in sports sponsorship are more likeable, more relevant and better trusted among fans. We call this the “emotional uplift”. Not only were we able to demonstrate this effect in a qualitative market research study, but we have also quantified it.
Awareness objectives
Whether among top target groups or the population at large, boosting brand awareness is a traditional strength of sponsorship. In an age of fragmented media consumption, it is becoming an increasingly frequent unique selling point in sport.
B2C customer retention
Sports sponsorship shortens distances and turns customers into lasting brand fans through promotions like money-can’t-buy experiences, loyalty incentives, exclusive benefits, prize draws, bonus programmes or sensation marketing.
Maintaining B2B contact
Professional infrastructure, special occasions and memorable experiences: the fervour surrounding sport makes for the perfect hosting platform for forging new business relationships and strengthening existing ones.
Tapping new target groups
Sponsorship can overcome dialogue obstacles and enables organisations to reach their target groups before and even after purchases are made, provided the platform has maximum target group overlap.
6. Sales and revenue objectives
Sponsorship affects revenue, be it via direct sales, branding at the point of sale, the expansion of sales networks, or one of the many new activation formats for sales promotion in sport.
Corporate social responsibility
Nutrition, health, youth empowerment and sustainability (to name a few): professional sport provides companies with a platform that impacts a range of economic sectors and can lead to authentic ways of implementing CSR measures.
Employer branding
Sponsorship is becoming an increasingly important tool in the so-called war for talent. It is used for recruiting new employees or retaining existing employees who have been with the company for a long time.
Enhanced Fan Experience: Improve the overall fan experience by offering exclusive content, access, or promotions through the partnership.
Innovation and Technology: Showcase technological advancements or innovations through sports partnerships, positioning the brand as forward-thinking and cutting-edge.
Sports sponsorship lets brands create emotional content and become an integral part of fans’ daily lives. Every year, over 58 billion euros* are invested in sports sponsorship around the world as a way of reaching and acquiring customers through fan engagement.
€58bn* global volume in sports sponsorship in 2018
Sponsoring is indeed part of the marketing mix and is often categorised under the broader element of "Promotion".
The marketing mix, commonly known as the 4Ps (Product, Price, Place, and Promotion), represents a set of strategic components that businesses blend to achieve their marketing objectives.
Sponsoring aligns with the promotional aspect of the marketing mix, alongside advertising, public relations, and personal selling. Through sponsorship, companies associate their brand with specific events, teams, or causes, leveraging the positive attributes of the sponsored entity to enhance their own brand image. This can lead to increased visibility, brand recognition, and consumer trust.
Effective sponsorship aligns with the overall marketing strategy, complementing product positioning, pricing strategies, and distribution channels. It is a powerful tool for reaching target audiences, creating emotional connections, and achieving various marketing goals, making it a valuable component within the broader framework of the marketing mix.
Certainly, within the sports industry, sponsoring is a crucial component of the marketing mix and is often considered a specialized form of promotion. Sports sponsorship involves a brand providing financial or in-kind support to a sports entity, such as a team, event, or athlete, in exchange for exposure and promotional opportunities.
In the sports industry, sponsoring is deeply integrated into the marketing mix due to its unique ability to connect brands with the passion and loyalty of sports fans. This can be through product and brand positioning, pricing strategies, distribution and promotion.
If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.
Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.
Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.
Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.
Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.
Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.
For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.
Establishing a partnership with an athlete, club, or federation involves a strategic approach and effective negotiation. Here are steps for each:
Athlete Partnership
Research: Identify athletes whose values align with the brand. Consider their audience demographics and market relevance.
Contact and Proposal: Reach out to the athlete or their management with a well-crafted proposal outlining the partnership benefits, objectives, and terms.
Negotiation: Discuss terms such as sponsorship duration, financial arrangements, and activation plans. Ensure mutual understanding and agreement.
Club Partnership
Research and Alignment: Research clubs that resonate with the brand's values and target audience. Align objectives with the club's goals.
Engage with Key Stakeholders:Reach out to club executives or sponsorship managers to discuss potential collaborations.
Customised Proposal: Present a tailored proposal highlighting the benefits, including branding opportunities, fan engagement, and joint marketing initiatives.
Federation Partnership
Understand Objectives: Understand the federation's goals and priorities. Align brand objectives with the federation's mission.
Engage with Decision-Makers: Reach out to key decision-makers within the federation to discuss potential partnerships.
Collaborative Planning: Work together to create a mutually beneficial partnership plan, considering financial contributions, promotional activities, and long-term goals.
Building relationships, demonstrating the value of the partnership, and negotiating terms collaboratively are key elements in establishing successful partnerships in the sports industry.
Measuring the success of sports marketing activities involves assessing various key metrics and indicators that reflect the impact and effectiveness of campaigns. Here are key elements to consider:
Brand Awareness
Metrics: Tracking changes in brand awareness, recall, and recognition
Indicators: Increased mentions, positive sentiment, and improved brand recall among the target audience
Audience Engagement
Metrics: Monitoring likes, shares, comments, and overall engagement on social media platforms
Indicators: High levels of fan interaction, user-generated content, and social media impressions
Fan Base Growth
Metrics Tracking the growth in the number of followers, subscribers, or members
Indicators: Increasing fan base size on social media, email subscriptions, or official fan club registrations
Reach and Impressions
Metrics: Measuring the overall reach and impressions of marketing content
Indicators: High views, shares, and impressions across various channels and platforms
Conversion Rates
Metrics: Analysing the conversion of audience engagement into desired actions (e.g., ticket sales, merchandise purchases)
Indicators: Increased conversion rates and positive trends in desired actions
Return on Investment (ROI)
Metrics: Calculating the financial returns relative to the investment made in the marketing campaign.
Indicators: Positive ROI, where the revenue generated exceeds the marketing expenses.
Social Media Analytics
Metrics: Utilising platform-specific analytics for likes, retweets, shares, and follower growth
Indicators: A steady increase in engagement metrics and positive trends in follower growth
Website Traffic and Conversions
Metrics: Monitoring website traffic, page views, and conversion rates
Indicators: Increased website visits, longer time spent on site, and higher conversion rates
Brand Sentiment
Metrics: Analysing sentiment analysis tools to assess the overall sentiment towards the brand
Indicators: Positive shifts in sentiment, indicating a favourable perception among the audience
Partnership Impact
Metrics: Assessing the impact of sponsorships and partnerships on both brands involved
Indicators: Increased visibility, positive brand associations, and successful activation of sponsorship agreements
In-Game or Event Metrics
Metrics: Analysing in-game or event-specific metrics, such as attendance, TV viewership, and in-stadium engagement
Indicators: Positive trends in event-related metrics and overall fan experience
Surveys and Feedback
Metrics: Utilising surveys and feedback to gather direct opinions from the audience
Indicators: Positive feedback, high satisfaction levels, and insights for improvement
By assessing these metrics and indicators collectively, sports marketers can gain a comprehensive understanding of the success and impact of their marketing activities, allowing for data-driven adjustments and improvements in future campaigns.
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
SPORTFIVE works across a wide spectrum of sports, including football (soccer), basketball, esports, motorsports, tennis, and more. The global presence allows SPORTFIVE to connect brands with top-tier sponsorship opportunities in almost any sport.
