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

Sponsorship is one of the few touchpoints that allows advertisers to target very specific, often hard-to-reach target groups. An effective sponsorship starts with defining the relevant target and understanding their interests and preferences.


  • Popular events promise greater reach for sponsorship activities. However, they also tend to attract a larger number of sponsors, which drives investment up – while decreasing chances of being noticed.
  • To maximise success, it is then critical to activate around a sponsorship. Kantar recommends allocating another 50% on top of sponsorship fees to media activations.
  • Effective sponsorship requires space to “breathe”. Associations tend to form gradually over time, but – if done right - are then firmly embedded in the target group’s memory.