Tips on how brands can utilize sponsoring for a lasting effect

The triumph of the mountain finish, the photo finish after the 100-meter sprint, the winning goal in postgame time - sports moments leave unforgettable impressions on millions of people. Brands try hard to use these emotional experiences to anchor their logos and names in the minds of consumers. But how do brands transform sports sponsorship from a simple marketing ploy into a value-added investment?

Overview of the tips:

1. Brand fit
2. Sustainability and value orientation
3. Small but mighty
4. Use leverage
5. Use of innovative technology

ROI in sponsorship: More than just numbers

In an analysis of 100 sponsorships across seven markets and 20 industries, Nielsen found in its Global Sports Market Report 2022 that sports sponsorship increases fan purchase intent by an average of 10%. 81% of global respondents either fully or at least somewhat trust brand sponsorship of sporting events.

Despite this positive data: Accurately calculating the return on investment (ROI) in sponsorship remains a complex task. Many benefits - such as an improved brand image and intensified customer loyalty - simply cannot be expressed in figures. Nevertheless, brands around the globe like to rely on sponsorship, partly because sporting events are still popular live or re-live events. Brands can use this to strengthen their corporate image and brand awareness and to promote customer loyalty in the long term.

CSR and sports sponsorship: a powerful duo for a positive brand image

Today, there is an increasing demand for brands to be committed to social and environmental goals. Sponsorship can pick up on this and underscore a company's corporate social responsibility (CSR), as a study by the University of Montenegro investigated. The results show that by actively engaging in sponsorship, companies can effectively bring their corporate and social responsibilities to the forefront. This increased visibility plays an essential role in strengthening consumers* trust in the company.

So how can brands successfully implement sports sponsorship? We have summarized the best tips:

Your action plan for successful sponsorship

An impressive example of this is the Merrell Belgrade Ultra Trail Run in Istanbul, which invites runners of all kinds out of the city and into nature. The event convincingly reflects Merrell's brand mission: "At Merrell, our mission is to enable everyone to experience the joy and power of being outdoors - regardless of figure, size, background, ability or experience."

Strengthening of the brand identity and binding of the target group

Sports sponsorship is more than an investment in visibility. With the right strategy, it can strengthen the relationship with the target audience and leave a lasting mark on a brand. Connecting brands with the emotion of sport is a dynamic and diverse area that, when done right, offers countless opportunities to reach and impress audiences.