Tips on how brands can utilize sponsoring for a lasting effect

A good brand fit occurs when the characteristics of the brand and the sporting event make sense together in the eyes of the target audience. For example, an outdoor brand would be a perfect fit for a mountaineering association, as both embody the same values. A coherent fit increases the efficiency of the partnership and consolidates the brand image.

In today's market environment, it has long since ceased to be just about sticking a logo on a billboard. Sponsoring sporting events offers companies an excellent opportunity to make their ethical and sustainable commitments visible. According to Jan Milkereit, managing director of sports marketing agency TAS Emotional Marketing, sponsorship relationships should not be viewed as a mere exchange of performance and consideration. "It's about protecting shared values and making the relationship sustainable," Milkereit said. "Instead of the simple 'money for presence' exchange, we should focus on launching and promoting joint projects." Milkereit thus emphasizes the need for partnerships based on joint projects and social responsibility.

While major events like the Olympics or World Cup draw widespread attention, local and regional sporting events offer brands an effective way to engage in community building and bring their brand to life on a relatively small budget. Active engagement creates ideal conditions for a positive customer experience.

Sports sponsorship offers much more than direct visibility during a sporting event and should be considered as part of a holistic marketing strategy. The power of sponsorship unfolds especially when it is combined with other measures: With classic advertising, PR, social media, influencer marketing or content marketing, the reach and impact is significantly amplified. Thus, according to the Nielson Global Sports Marketing Report 2022 a total of 47% of people who watch sports on TV or via a streaming platform simultaneously watch other content via a second screen. Around a third of them are active on social media at the same time - an opportunity for brands to amplify their message there in line with the event. This is best done in cooperation with suitable influencers, whom 71% of consumers trust either completely or to some extent, according to Nielsen, which is significantly higher than measures such as online banners, mobile advertising, search engine advertising, and SMS messages.

Sports sponsorship offers numerous opportunities for creative approaches to getting messages across - for both sponsors and event organizers, and ideally for fans as well. This further emotionalizes an event while making a sponsor more memorable.

One example of how new technology can revolutionize sponsorship is offered by German company ASB GlassFloor. It manufactures a special glass floor that can display moving image content via LED lighting. This turned a soccer tournament at ISPO Munich 2020 into a special event. The innovation opens up new possibilities for presenting brand logos and advertising content directly on the pitch while promoting an emotional fan experience. She has now been used in an official tournament at the FIBA U19 Women's Basketball World Cup 2023 in Spain.