Companies and Athletics: The Value and Advantages of This Partnership

June 28, 2023

Athletics, with its variety of disciplines, emotions, and high-level competitions, is undoubtedly one of the most followed and beloved sports in the world. 

These characteristics make it perfect for sports sponsorship. It is here that many companies find fertile ground to promote their products and services. 

Today we tell you about the tangible and intangible advantages that sports sponsorship in athletics offers to companies.

Visibility and Brand Awareness in Athletics

Let’s start with the first advantage. Undeniably, it’s about increasing brand visibility. 

Athletics races, from local to Olympic games, ensure widespread media coverage. 

Puma, sponsor of Usain Bolt, has seen its brand image branded on a global platform thanks to the stunning performances of its top athlete. This exposure has significantly increased brand awareness, as well as strengthened the company’s reputation.

Association with Positive Values

Sports sponsorship allows companies to associate their brand with extremely positive values such as teamwork, determination, respect, and loyalty. 

Adidas chose to do this by collaborating with numerous athletics athletes, leveraging the positive association with these sports figures to promote a culture of resilience and ambition.

Commitment to Wellness and an Active Lifestyle through Athletics

Athletics is closely linked to the promotion of a healthy and active lifestyle. 

By sponsoring events and athletes in this field, companies demonstrate their commitment to supporting health and wellness. 

A perfect example comes from Polar, a manufacturer of GPS watches and heart rate monitors, which sponsored several athletics athletes to emphasize their support for a healthy lifestyle.

Marketing and Networking Opportunities

Athletics events also offer several direct marketing and networking opportunities. 

There are many ideal occasions to present products and new initiatives and interact with potential customers. 

The American company Under Armour took advantage of this strategy by using the partnership with numerous athletes to organize events and new product launches.

Corporate Social Responsibility: Commitment in Athletics

Finally, sponsoring athletics is part of a broader commitment to corporate social responsibility. 

By supporting local athletes and events, companies contribute to community development and the promotion of sport as a means of social inclusion. 

ASICS, for example, started a sponsorship program for emerging athletes, contributing to their professional development and the growth of this sport.

The Podium of Sports Sponsorship

Athletics represents the right opportunity for companies to increase their visibility, associate their logo with positive values, show support for a healthy and active lifestyle, create marketing and networking opportunities, and support the local community. 

For every company ready to bet on innovation and success, sponsoring in this sport means corporate growth and making a valuable investment. 

That’s why sponsorship in athletics is perfect for any business, regardless of its size and its market niche.