Sports Partnerships
George Draper discusses Sports Partnerships and their influence on Brand Awareness.
Sports partnerships are not a new phenomenon, but in an age in which marketing is a core part of building a brand, they are proving to be more valuable for both brand and player than ever. We are all familiar with the idea of sponsorships in every sport, from popping a logo on a uniform in Football to the intense involvement through resource provision in F1, but are we all aware of how much influence these partnerships can have on brand awareness? Find out more about this below.
Benefits for The Brand
Brands do not sponsor players out of the good of their heart, at least not entirely. By sponsoring leading or promising players, they are slapping their logo and brand on a uniform, car, pitch, or any other piece of equipment, depending on the sport. From cryptocurrency firm eToro sponsoring Gael Monfils to the new partnership between Honda and Red Bull in F1, sportspeople and fans alike are being introduced to a new collaboration between Honda and Red Bull in F1, sportspeople and fans alike are being introduced to new alliances and industries frequently. Still, this is the perfect opportunity for these leading brands to build a better brand image and promote healthy consumer relationships.
They are not just plastering their brand over a player; they are building up a rapport. By providing ongoing sponsorship support, especially during big seasons and intense times within the game's season, they are helping aid up-and-coming stars and sporting masters through their season. They are given an influential spokesperson, opening their brand to an entirely different market.
Benefits for The Player
It was worthless to the players if there was not something in it for them. Sponsorship often allows up-and-coming players to step back from having to work to earn money and put more of their time and energy into training, ultimately improving their chances of making something of themselves. While the obvious benefit would be money, players can benefit from awareness publicity and, in some cases, see their career go from amateur to pro.
Sponsorships benefit teams by providing funds and resources to travel, compete in top events, and even expose the team to further publicity. Without these sponsorships, teams can often be low on resources and lack the money to move around stadiums, courts, etc.
Are There Any Challenges?
Of course, as with anything, sports partnerships can face challenges. One such challenge is inflexible contracts that can leave the brand or athlete stuck in a deal that may not benefit either side. Sports sponsorships only seem to reach particular generations directly. Brands are starting to pick up on the limitations of this form of marketing quickly.
Sports partnerships can change sports and sports stars as we know them. Brand awareness is vital for businesses, but when sponsorships go too far toward celebrities, this can harm the player and the brand.
This form of marketing is still prevalent today, but brands may need to look for ways to bypass and overcome the challenges. What do you think?
Page Reference
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- DRAPER, G. (2018) Sports Partnerships [WWW] Available from: https://www.brianmac.co.uk/articles/article357.htm [Accessed
About the Author
George Draper is a Content Marketing Executive with Absolute Digital Media.