Branding Boost with Unleashed Power of Sports Events

July 14, 2023

Live sports events offer a distinctive platform for businesses to engage with a wide and varied audience, leveraging branding strategies.

From the Olympics to local football league matches, these events are followed by millions of people worldwide, making them the perfect medium for building and enhancing brand awareness.

Sports Sponsorships, an Ally for Branding

One of the most effective strategies to optimize brand awareness during sports events is sponsorship. 

A famous example is Coca-Cola, which has been one of the main sponsors of the Olympic Games for decades. 

In this way, the brand is present on all promotional materials and is associated with positive values such as sportsmanship and fair competition.

When Sports Tell Your Story

Sports events are full of emotions, tension, joy, disappointment, hope, creating the perfect environment for brand storytelling. 

In 2012, during the London Olympics, Procter & Gamble launched the Thank You, Mom campaign, celebrating the role of mothers in sports. 

This campaign not only increased brand awareness but also strengthened Procter & Gamble’s corporate image as a supporter of families.

Sharing on Social Media and Live Cheering

In the digital era, branding strategies cannot overlook social media. 

During live events, platforms like Twitter and Instagram become real virtual squares where fans share comments, photos, and videos. 

Companies can take advantage of these moments by creating dedicated hashtags, sponsoring posts, or actively participating in the conversation. 

This was what Adidas did during the 2014 Football World Cup, launching the hashtag #allin and becoming the most mentioned brand on Twitter during the event.

Product Placement: The Playing Field Becomes a Stage

Product placement is another effective strategy to increase brand awareness during live sports events. 

Companies place their products visibly during the event, for example, energy drinks on a table at field side or cars on display around the stadium. 

Heineken is a perfect example. The company has been an official sponsor of the UEFA Champions League for years, with its logo prominently featured on all marketing materials and its bottles often visible during matches.

When Cheering Turns Into Brand Awareness

Merchandising is also an exceptional tool for promoting brand awareness during sports events. 

From team jerseys to accessories, brands can leverage the passion of fans to establish a deeper connection with their products. 

An example of this approach is Nike, which produces uniforms for numerous football, basketball, and other sports teams, helping to build its reputation as a leading sports brand.

Choosing the Right Branding Strategies

Live sports events provide businesses with various opportunities to increase brand awareness. 

Whether it’s sponsorships, emotional storytelling, sharing on social media, product placement, or merchandising, it’s crucial to choose the strategy best suited to your brand and the audience you want to reach. 

Like in any respected competition, success in the branding game comes from a combination of strategy, perseverance, and of course, a bit of sportsmanship.

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