Go beyond logos
Sponsors should not allow their passion for a sport to cloud the need for clear business objectives, brand fit and having strategies in place to exploit the off-pitch opportunities to leverage the sponsorship investment.
This article is part of a collection of articles on how to engage with fans through sports marketing. Read more.
The value of sponsorship is becoming more readily realised due to its ability to cut through the noise. In an environment crowded with marketing messages across every new media, sponsorship can more easily influence the consumer than can traditional advertising. By harnessing passion points, sponsorship creates advocacy and is the inspiration for delivering better marketing. Nowhere is this more observed than within sports, with over 70% of all sponsorship being driven in sports marketing. If harnessed correctly, a consumer's love for a team or a player can become your most powerful marketing tool.