SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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1 Apr 2014

Sport has traditionally led the marketplace and as a result attracted the most significant monies. It continued to attract by far the largest proportion of sponsorship spend in 2007 and forecasters anticipate the trend to continue. Sport’s continuing pre-eminent position as the main area of spending within the sponsorship marketplace.

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1 Apr 2014

Historically one of the main sponsorship objectives has been to deliver awareness benefits and this continues to be a huge motivation behind its use. Sports sponsorship enables brands to obtain awareness benefits on a global scale, nationwide scale or regional scale depending on the property sponsored. Sponsorship can significantly raise brand awareness and indeed, if exploited and leveraged to its full potential, has in many cases been shown to be more effective than advertising in raising awareness for a sponsor or its products.

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1 Apr 2014

Awareness of a product or brand is not enough to change the purchasing behaviour of most consumers, particularly in today’s environment where they are ever more selective about which brands they purchase. Sponsorship goes one step beyond awareness allowing a company to make a statement about its brand. Brand positioning is particularly effective through sports sponsorship, where fans and participants are often very passionate about a team or sport.

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1 Apr 2014

In addition to awareness, brand positioning and sales objectives, sponsorship can also provide the sponsor with a number of other general business benefits with quantifiable value such as enhancing the relationship with distributors and retailers, gaining influence and building relationships with government, influencing investors and others.

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