5 Creative Examples of Sponsorship in Sport That Will Inspire You
Sports sponsorship is a rapidly growing industry, with companies investing billions of dollars every year to associate their brand with sports teams, events, and athletes. From football and basketball to extreme sports and golf, sponsorship in sports has become an integral part of modern sports culture.
In this blog post, we’ll explore the different types of sports sponsorship, examine some of the most successful examples of sponsorship in sports, and discuss the impact of these partnerships. We’ll also take a look at the ethical concerns surrounding sports sponsorship and its implications on sportsmanship.
So, whether you’re a sports enthusiast or a marketing professional, this blog post will provide you with valuable insights into the world of sports sponsorship.
1. Major Types of Sponsorship in Sport
There are several types of sports sponsorship, each with its unique benefits and challenges. Here are some of the major types & examples of sports sponsorship:
Team Sponsorship: Team sponsorship is when a company sponsors a sports team, providing financial support and in return, gets its brand name associated with the team’s name, uniforms, and other promotional materials. For example, Nike sponsors the English Premier League club Manchester City, and their logo appears on the team’s jerseys.
Athlete Sponsorship: Athlete sponsorship involves a company providing financial support to an individual athlete in exchange for promoting its products or services. For example, Michael Jordan’s partnership with Nike is one of the most successful athlete sponsorships of all time, with the Jordan brand generating billions of dollars in revenue for Nike.
Event Sponsorship: Event sponsorship is when a company sponsors a sporting event, providing financial support in return for advertising and promotion opportunities. For example, Coca-Cola sponsors the FIFA World Cup, and its logo can be seen prominently displayed throughout the event.
Equipment Sponsorship: Equipment sponsorship is when a company provides sports equipment or apparel to a team or athlete in exchange for branding opportunities. For example, Adidas provides equipment to many of the world’s top football teams and players, and their logo can be seen on jerseys, boots, and other equipment.
Understanding these types & examples of sponsorship in sports can help companies make informed decisions when deciding which sports properties to associate their brand with.
2. Examples of Sponsorship in Sport
There have been many successful examples of sponsorship in sport throughout the years. Here are some of the most notable examples:
Nike and Michael Jordan: Nike’s partnership with Michael Jordan is one of the most successful athlete sponsorships of all time. The Jordan brand has become synonymous with basketball and has generated billions of dollars in revenue for Nike. The iconic Jumpman logo can be seen on shoes, clothing, and other merchandise.
Coca-Cola and FIFA World Cup: Coca-Cola has been a sponsor of the FIFA World Cup for many years and is one of the most recognizable brands associated with the tournament. Coca-Cola’s logo can be seen prominently displayed throughout the event, and the company uses the opportunity to promote its products to a global audience.
Emirates and Arsenal FC: Emirates is the official sponsor of Arsenal FC and has its logo displayed on the team’s jerseys. The airline also has a stadium named after it, the Emirates Stadium, which serves as the home ground for Arsenal FC. The partnership has been a success for both companies, with Emirates benefitting from the exposure to a global audience and Arsenal FC receiving financial support.
Red Bull and Extreme Sports: Red Bull has become synonymous with extreme sports, sponsoring events such as the Red Bull X-Fighters and the Red Bull Cliff Diving World Series. The company uses these events to promote its products and build brand awareness among adrenaline-seeking sports enthusiasts.
PepsiCo and NFL: PepsiCo has been a sponsor of the NFL for many years and has its logo displayed on the sidelines during games. The company also produces a variety of Super Bowl commercials, which have become almost as famous as the game itself. The partnership has helped PepsiCo build brand awareness and reach a wide audience of sports fans.
These are just a few successful examples of sponsorship in sports. By associating their brands with sports teams, athletes, and events, companies can reach a wide audience and build brand awareness among fans.
3. Impact of Sponsorship in Sport
Sponsorship in sport can have a significant impact on both the sponsor and the sports property being sponsored. Here are some of the key benefits of sports sponsorship:
Financial Benefits: Sports sponsorship can provide significant financial benefits to both the sponsor and the sports property being sponsored. Sponsors can benefit from exposure to a wide audience and increased sales, while sports properties can receive financial support to help fund their operations.
Brand Awareness: Sponsorship in sport can help build brand awareness and increase the visibility of a company’s products or services. By associating their brand with a sports property, companies can reach a wider audience and build brand recognition among fans.
Fan Engagement: Sponsorship in sport can also help companies engage with fans and build relationships with customers. By sponsoring a sports property, companies can offer unique experiences and opportunities to fans, such as meet-and-greets with athletes or exclusive access to events.
Long-Term Partnerships: Sponsorship in sport can lead to long-term partnerships between sponsors and sports properties. By building strong relationships and delivering value to each other, sponsors and sports properties can establish long-term partnerships that benefit both parties.
Overall, sponsorship in sport can be a powerful marketing tool for companies looking to build brand awareness and engage with fans. By providing financial support and offering unique experiences, companies can create long-lasting partnerships with sports properties and reach a wider audience.
4. Ethical Concerns in Sponsorship in Sport
While sponsorship in sports can have many benefits, there are also ethical concerns that need to be considered. Here are some of the main ethical concerns related to sports sponsorship:
Conflicts of Interest: Sponsors may have conflicts of interest that could compromise the integrity of the sports property being sponsored. For example, a company that sponsors a sports team may also own a media outlet that covers the team, creating a conflict of interest in terms of the coverage and reporting of the team.
Impact on Athletes: Sponsorship in sport can also have an impact on athletes, particularly if they are required to promote products or engage in certain activities as part of their sponsorship agreement. This can potentially affect the athlete’s performance or their ability to make independent decisions.
Influence on Youth: Sponsorship in sport can also have an impact on young fans who may be influenced by the products and brands being promoted. Companies may target youth audiences in their sponsorship agreements, raising concerns about the ethical implications of advertising to vulnerable groups.
Inappropriate Sponsorship: Sponsorship in sport can also be inappropriate in certain situations, such as when a company with a poor reputation or controversial history sponsors a sports property. This can raise concerns about the impact on the integrity and reputation of the sports property being sponsored.
Unfair Advantage: Sponsorship in sport can potentially create an unfair advantage for the team or athlete being sponsored, particularly if the sponsor provides significant financial support or resources. This can lead to a lack of fair competition and undermine the integrity of the sport.
To address these ethical concerns, sports properties and sponsors need to establish clear guidelines and standards for sports sponsorship agreements. This includes ensuring transparency, avoiding conflicts of interest, and promoting fairness and integrity in sports.
In conclusion, examples of sponsorship in sports have become a significant part of the sports industry, with numerous benefits for both sponsors and sports properties. It provides financial support for sports properties and creates opportunities for sponsors to reach a wider audience and build brand awareness.
However, there are also ethical concerns related to sports sponsorship that need to be considered. Conflicts of interest, the impact on athletes and youth, inappropriate sponsorship, and the potential for an unfair advantage are all concerns that need to be addressed.
By establishing clear guidelines and standards, sports properties and sponsors can ensure that sports sponsorship agreements are ethical and promote fairness and integrity in sports. Overall, sponsorship in sport can be a powerful tool for companies and sports properties, but it must be approached with care and consideration for its ethical implications.