Find Out the Sizable Impact of Sports Sponsorships on Sales

April 30, 2024

For a company, the search for innovative ways to reach customers and increase sales is a constant practice.
Sports sponsorships, we know, are a powerful promotional vehicle.
They are able to amplify the visibility of a brand, consolidate the corporate image and, ultimately, increase sales.
Their impact on turnover is tangible, but how can we measure it?
What are the key metrics and strategies to follow?

Why Sports Sponsorships Work

A sports sponsorship offers privileged access to a vast and passionate audience, as well as a series of tangible benefits:

• Brand Awareness · Repeated exposure of the brand during events increases its notoriety and familiarity among fans, distinguishing it from competitors.
• Positive Values · Sports evoke positive values such as fair play and teamwork, which, once transmitted to the sponsor, strengthen its image, eliciting positive emotions in consumers.
• Engagement · Sponsorships create a sense of belonging and involvement, fostering a propensity to purchase and the formation of an emotional bond between the audience and the company.
• New Markets · Furthermore, by sponsoring popular teams or events in specific markets, brands expand their reach and conquer new customers.
• Leads and Sales · Sponsorships can also be used to promote products or services and to direct customers to websites or points of sale.

How to Start

Setting precise, quantifiable goals is crucial as it enables ongoing assessment of effectiveness and optimization of strategies over time.

It is equally crucial to choose a subject that aligns with the company’s values, objectives, and the target audience’s preferences.

To maximize sponsorship visibility, create engaging marketing campaigns and operate across diverse communication channels for broader outreach.

Finally, it is essential to measure the results obtained.

Tracking and Evaluation Techniques

To fully exploit their potential, indeed, accurately monitoring the performance of sponsorships is fundamental.

Here are some of the most effective techniques:

• Promotional Codes · Assigning unique promotional codes linked to the investment allows for the direct tracking of sales generated.
• Web and Social Media Analysis · Monitoring traffic from websites and social media (for example, the level of interaction with the brand by fans) makes it possible to identify an increase in interest and conversion into sales.
• Surveys and Market Research · Collecting information through surveys and market research also provides valuable data regarding brand perception and consumer purchase intent.
• Analysis Tools · Data analysis software collects a vast amount of information related to the progress of the sponsorship.

The Influence of Sports Sponsorships on Sales

Being able to measure in detail the impact of a sponsorship on sales is essential.

With the evolution of technologies and marketing techniques, companies have sophisticated tools available to enhance investments and maximize economic returns.

Sports sponsorship represents an extremely profitable marketing strategy, with measurable and long-term results, suitable for any reality.

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