Brands and sport events sponsorships: beyond the logo

Sponsoring sports events is a crucial tactic in marketing strategies for brands to connect with their audiences authentically and emotionally. It’s not just about visibility. It’s about crafting a narrative that aligns with consumers’ values and aspirations. As the marketing landscape evolves, brands need to understand and leverage the innovative and meaningful opportunities that sports sponsorships offer.

Traditionally, sports sponsorship was limited to placing logos on jerseys, stadiums, and other promotional materials. However, this strategy has evolved in the digital age and with the rise of social media. Brands now seek not only visibility or reach but also an emotional connection that strengthens their identity and forges a deep bond with fans.

A good example is Red Bull, which has transformed sports sponsorship into a core element of its brand strategy. Instead of merely sponsoring teams or events, Red Bull creates and organizes its own extreme sport events, positioning itself as a brand intrinsically linked to adventure and adrenaline. This approach not only increases visibility but also establishes a strong emotional connection with its target audience.

The most successful brands in sports sponsorship are those that use these events as platforms to tell a story. A robust narrative is key to standing out in a saturated market. Nike, for instance, doesn’t just sponsor athletes and teams; it incorporates these partnerships into advertising campaigns that highlight values like personal achievement and equality represented by the sponsored athletes. The “Dream Crazy” campaign, featuring Colin Kaepernick, exemplifies how Nike uses sponsorship to address social issues and connect emotionally with its consumers.

For sports sponsorship to be truly effective, there must be a clear alignment between the brand’s values and those of the sponsored event or team. Today’s consumers are highly aware and critical and can easily sense when a partnership seems forced or opportunistic.

Another example is Patagonia’s sponsorship of outdoor sport events, which reflects perfect alignment between the brand and the event. Patagonia is known for its commitment to the environment and partners with events promoting conservation and sustainability, reinforcing its image as an authentic and committed brand.

However, one of the biggest challenges in sports sponsorship is measuring impact and return on investment (ROI). Unlike other strategies, the impact of sponsorship can be harder to quantify due to its multi-objective nature. Now, with advanced analytics tools and tracking key metrics like social media engagement, website traffic, and sales driven by the campaign, brands can gain more precise insights into effectiveness.

With all these elements, the future of sports sponsorship promises to be even more dynamic and innovative. With the growth of eSports and the popularity of new streaming platforms, brands have the opportunity to explore new territories and ways to connect with younger, tech-savvy audiences. Moreover, the growing importance of corporate social responsibility (CSR) drives companies and brands to seek partnerships that offer visibility, reflect their values, and contribute positively to society.

In summary, sponsoring sport events is a powerful tool in the marketing mix for brands. However, they must go beyond visibility and focus on creating emotional connections, telling meaningful stories, and authentically aligning with the values of the sponsored event or team. In a world where society increasingly values authenticity and responsibility, well-executed and activated sports sponsorship can be vital to building a strong and resonant brand.

Esther Carmona

DIRECTOR OF CONSUMER ENGAGEMENT