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

Reach is a key consideration when investing in a sponsorship, but tier-one properties attract a multitude of partners, making it difficult for a brand to stand out. However, with the right insight-driven approach, it is still possible for sponsors to cut through the clutter.


  • Popular sponsorship properties are attracting a growing number of partners. A challenge for sponsors is not just to be associated with the property, but to find a unique position.

  • Once a brand has identified the key insight underpinning its positioning on a sponsorship platform, this will serve as a “reservoir” for creative ideas and themes for the subsequent campaigns and activations.
  • A sponsor’s message should be emotionally engaging, exploitable, evolving and campaignable.