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Published 4 years ago by jessieconnor with 0 Comments

How Sports Sponsorship Benefits Brands

Companies in almost every industry are turning to sports to increase their customer base and their results are impressive.

  • Companies in almost every industry are turning to sports to increase their customer base and their results are impressive. However, sports sponsorship isn’t all about numbers as numbers are rather unpredictable. Instead, the most important thing about sports sponsorship are connections created. By sponsoring a sports team, any brand can gain a huge advantage over their competitors. Moreover, it gives their other marketing efforts a significant boost. And in case you’re still not convinced, let’s take a look at how sports sponsorship benefits brands.

    It builds awareness

    There are just so many benefits a brand can leverage from sponsoring a sports team but the most important part of it is that it helps build awareness. There’s no need to say how many sports fans there are and putting a company’s logo on a team’s jersey or signage at the stadium is guaranteed to build awareness. The best thing about it is that business owners can do research on where they to generate buzz about their brand and find a sports team or competition in that area to sponsor. For years, American courier delivery services company, FedEx, was looking to attract more Europeans to their brand. Eventually they’ve become one of the main sponsors of Europa League and have just recently extended their contract until the finals in 2021.

    It drives excitement

    Sports is exciting, simple as that. If you’re a soccer fan or basketball fan, you’ll know what we’re talking about. With that said, it’s obvious that sponsoring an athlete, sports team or competition has the potential to drive excitement to just any brand. Just imagine running a business and having your brand mentioned in almost every sports discussion that takes place. And we’re not only talking about sports TV shows and love game coverages but bar conversations as well. On top of this, a company that sponsors a successful sports team can expect to have their brand mentioned during important games that will reach millions of viewers. The more exciting the event, the better the brand will do.

    It drives website views

    Nowadays, every company needs a website in order to succeed. The level of a company’s success is closely related to how many people enters their website and browses their online store. By sponsoring a sports team, any company can ensure a large number of people enters their website to see what the company is all about. For example, soccer club Stoke City has partnered with Bet365 several years ago and you can only imagine how many people visited Bet365 casino ever since. Not to mention that the club even had their stadium’s name changed into Bet365 Stadium in 2016. The name change brought more people to the company’s website and help them increase their client base.

    It helps promote new products

    A sports game is the perfect opportunity to launch a new product. Just think of the number of people who see a product for the first time during the game and think “I’ve got to try this.” Depending on how popular the event is, the attention a new product can get is sky high. Another important thing to mention is that having start athletes promote a new product can make that product the most sought-after thing in a matter of days. Not so long ago, NBA all-star James Harden promoted secret mystery item in Taco Bell in their teaser for the Super Bowl commercial and the new menu item did amazingly well. With social media platforms such as Instagram, athletes can promote new products at all times.

    It attracts elite customers

    Breaking into sports sponsorship brings even more benefits than you might’ve believed. While attracting sports fans is most companies’ number one priority, sponsoring sports teams and athletes also allows them to start working with elite customers. Athletes usually recommend products and services to each other which can sometimes do wonders for brands that are trying to break through. For example, golfer Lexi Thompson joined Short Par 4 as a Brand Ambassador at the beginning of 2019 and she helps the brand attract other golfers to their products. Brand ambassadors are constantly gaining more attention and it the number of athletes joining popular brands is expected to increase in the future.

    The fact that sports is becoming the number one pick for leading brands doesn’t come as much of a surprise, especially given the benefits it brings. Sports sponsorships are starting to build powerful brands way beyond game day and there’s no doubt they’re here to stay.

 

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