Who’s Afraid of Sports Sponsorships?

July 9, 2024

We have written a lot about the reasons why it is worth relying on sponsorships, particularly sports ones, and their advantages for companies.

But, paraphrasing the title of a famous theatrical drama, today we wondered why, despite everything, some companies still seem to be afraid to face this investment.

And again: are there founded reasons or prejudices at the base of this fear?

In this article we will try to understand it together, analyzing some of the most common ones, relying on actual data and numbers.

High Costs of Sponsorships: An Investment More Than An Expense?

The first reason companies cite against sports sponsorships is their cost.

It is undoubtedly true that some may have a considerable cost, especially when it comes to high-profile sports events, such as the Football World Cup or the Olympics.

However, it is important to consider that it is more of an investment than an expense.

According to a study conducted by Nielsen, the return on investment (ROI) for sports sponsorships can vary from 5:1 to 12:1, which means that, for every euro spent, a company can earn from 5 to 12 euros in visibility, sales, and customer loyalty.

Uncertainties About The Return On Investment

Another reason that makes companies hesitant is the uncertainty about the return on investment.

But here are some interesting percentages.

According to a study conducted by the ESA (European Sponsorship Association), 80% of companies that have invested in sports sponsorships have recorded an increase in sales and 61% have reported an increase in brand awareness.

In addition, 85% stated that the sponsorship had a positive impact on the perception of the brand by consumers.

Lack of Affinity With Sport: A Matter of Values

Finally, several companies say they are hesitant to engage in a sports sponsorship due to a presumed lack of affinity with the sport.

The first factor to consider is that sport represents a universal platform that touches a wide range of audiences and values.

The second is related to the perception of the public.

A study conducted by Sponsorship Intelligence revealed that 73% of consumers believe that companies sponsoring sports events are more reliable and 63% believe that these have higher values than those that do not.

Sports Sponsorships, An Opportunity Not To Be Missed

Considering the costs related to sponsorships is more than correct, but it is also fundamental to consider the undeniable and tangible benefits: increase in sales, brand awareness, positive perception by customers.

Sport is an ambassador of positive values and is able to reach a vast and global audience, making the possibility of sponsoring athletes, teams, or sports events a profitable strategy for companies in all sectors.

Being cautious is right, but do not let irrational fears override data, numbers, and concrete facts.

Do not miss this incredible opportunity, invest in sports sponsorships!

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