How to Better Influence Off-field Purchases with Sports Sponsorships

October 14, 2024

Sports sponsorships strategies have always been distinguished by their direct impact on brand perception and, consequently, on purchasing behavior.
This tactic extends not only to areas closely related to sports but also effectively to non-sporting sectors.
Their influence subtly and unexpectedly shapes our purchasing decisions beyond the playing field.

The Power of Emotions

What drives a soccer fan to buy a car sponsored by his favorite team, or a basketball fan to prefer a coffee brand that supports his favorite champion?

The answer is in the strong emotional bond formed between the consumer, the sport, and the sponsor.

These marketing operations not only highlight a logo but tell stories, create shared experiences, and fuel the audience’s passion.

When a company aligns with a team or athlete, it inherits their values, transferring them to its products and services.

Visibility and Trust

Sponsoring sports allows brands from other sectors to increase their visibility.

For instance, imagine an electronics company investing in a soccer competition.

The company logo, present at the stadium or in advertisements during the event broadcast, reaches millions of viewers, amplifying its reach globally.

Moreover, a sponsorship can act as a seal of trust.

Associated with beloved teams or athletes, the public may perceive a brand as more credible and prestigious.

This increase in trust is particularly important for brands wishing to consolidate their presence in new markets or customer segments.

The Halo Effect in Sports Sponsorships

Sports sponsorships not only promote a single product but also create a halo effect that extends across the brand.

Even if the products sold have nothing to do with sports, the sponsor will still benefit from the sponsorship.

Sports success is associated with innovation, quality, and reliability, characteristics that consumers seek in every product.

Evidence of the Influence of Sports Sponsorships

Even consumer data analysis reports an increase in sales for non-sporting brands involved.

Various market studies, conducted using tools like Google Analytics, have shown that online interactions and propensity towards a brand increase significantly during sponsorship periods.

These platforms also allow for the calculation of the specific ROI of campaigns, providing a clear picture of the validity of the strategies adopted.

From the Stands to the Shelves

The history of marketing is full of examples that demonstrate the effectiveness of sports sponsorships in driving sales in other areas.

The partnership with Formula 1, for example, has solidified Red Bull’s adrenaline-charged and energetic brand image, favoring the sales of its products worldwide.

Similarly, Nike’s sports partnerships have strengthened its position as a leader in activewear apparel, positively influencing sales of lifestyle and streetwear lines as well.

An Opportunity for Every Sector

Sports sponsorships are no longer exclusive to brands tied to the sports world.

They represent an opportunity for any company that wants to build an emotional bond with its customers, strengthen its image, and influence purchasing behaviors.

It’s not just about sports, but about emotions, values, and connections that transcend the boundaries of the playing field.

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