The Powerful Impact of the Halo Effect on Sports Sponsorships

October 21, 2024

In the marketing and advertising sectors, the halo effect is a powerful psychological lever capable of transforming public impressions and attitudes towards a brand.
In sports sponsorships, this phenomenon occurs when a brand’s affiliation with an athlete, team, or high-profile event transmits a positive aura to the brand itself.
However, measuring such impact presents challenges and opportunities that deserve thorough analysis.

Halo Effect: An Overview

The halo effect is a cognitive distortion that leads to generalizing a positive impression on a specific aspect of a product, service, or company, extending it to other unrelated aspects.

Thus, the success and appeal of a testimonial reflect on the associated brand.

This mechanism translates into an increase in brand awareness.

Measuring the Halo Effect

Various tools, like surveys and market research, critically assess a company’s perception before and after initiating a sponsorship.

Analysis of social media, with particular attention to engagement, and sales analysis are also fundamental.

Another key indicator is spontaneous brand awareness, i.e., the ability of consumers to remember the brand without any suggestion.

An increase after the start of a sponsorship is a positive sign of the halo effect at work.

Beyond Brand Awareness

The halo effect can also influence other aspects, for example, the perception of product quality, purchasing behavior, and customer loyalty.

Linking a brand to victorious athletes or teams enhances its reliability and appeal, boosting consumer inclination towards buying its products.

Revolutionary Sponsorships: Under Armour and Steph Curry

In 2013, the American sportswear company Under Armour signed a partnership with NBA player Stephen Curry.

Before then, the brand was virtually unknown in the basketball world, almost exclusively dominated by Nike and Adidas.

The Project

Collaborating with a rising star holding immense potential was strategically aimed at securing a substantial basketball market share.

Over the years, Under Armour has created several signature shoe lines for the athlete, including the famous Curry One, focusing on his clean image, exceptional performances, and growing fame.

The Data

• In 2015, following the launch of the first signature shoes, sales in the basketball category increased significantly. Moreover, the company reported an overall 40% growth in footwear sales, largely attributable to the success of the line dedicated to Steph Curry.
• By winning two consecutive MVP titles, in 2015 and 2016, and leading the Golden State Warriors to historic records, Curry significantly expanded the brand’s visibility and notoriety.
• Under Armour’s online presence also greatly benefited from the collaboration. Shares, likes, and posts related to joint campaigns have amplified brand awareness, expanding its target audience.

The key to success was Under Armour’s ability to identify an athlete not only for his sports performance but also for his appeal, making the most of Curry’s reputation and popularity to stimulate brand growth and generate a useful halo effect.

Winning Sponsorships

Naturally, the halo effect is not magic, but a strategy that reveals the power of positive associations in shaping public sentiment.

It is important to choose partners in line with company values, with a compatible target audience.

Finally, it is necessary to create a well-structured communication campaign that maximizes both the halo effect and brand visibility.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!