Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

Why it matters

As brands grapple with the effects of short-termism in marketing, sponsorship can perform a dual purpose, delivering both immediate outcomes and longer-term results by placing brands at the intersection between consumers and the things they love.


  • Sponsorship activation should reflect the timeline of the property involved. For instance, four-year FIFA World Cup sponsorships are highly effective in engaging football fans during the year of the tournament but deliver less value in ‘off’ years.
  • There remains a need to activate sponsorship creatively as, without this focus on the execution, it can remain little more than a glorified media buy.
  • An effective sponsorship marries consumer, brand and passion insights to deliver a compelling proposition from which creative ideas flow for activation across multiple channels.