Research: How brands can score with effective sport sponsorship

Alex Charkham

Industry-first research from global sports and entertainment agency Fuse in partnership with System1 reveals that sport sponsorship, if implemented in the right way, can drive stronger growth than traditional brand-led advertising.

Sport is full of emotional levers – the competition, the endeavour, the thrill, the challenge – and over the years brands and advertisers have used that to full effect, with some of the world’s best creative having had sport sponsorship at the core of its strategy. We’ve seen it back in 1992 with Gatorade’s Be Like Mike ad and in 2014 with Nike’s iconic football commercial in the run up to the World Cup. But most importantly, we’ve seen it more recently during the Women’s World Cup, with brands promoting their involvement in the event including Orange with its much...

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