Lesser-Known Sports: The Perfect Opportunity to Sponsor the Future

June 7, 2023

The importance of so-called “minor”, lesser-known sports in the sports culture is increasingly recognized.

These disciplines, often hidden in the shadow of giants like soccer, basketball, or Formula 1, offer a unique set of skills, challenges, and attractions for athletes and enthusiasts. 

However, their growth and recognition by the general public are often limited by a lack of adequate funding.

A key role in this direction can be played by sports sponsorships.

Minor Sports: Unexpected Challenges, Extraordinary Rewards

Minor sports are often a source of highly formative experiences, able to offer a wide range of physical and mental skills.

Disciplines such as climbing, fencing, rowing, or paralympic sports, for example, are rich in challenges that promote agility, strength, endurance, discipline, and strategy.

In addition, participating in these sports activities can help develop a strong awareness of one’s body and mind.

The Driving Force of Sponsorships

Sponsorships can provide the necessary financial support to promote the growth of these sports.

The funds raised can be used for a variety of purposes, including the purchase of equipment, coach training, the organization of events and tournaments, and the promotion of the discipline through marketing and awareness campaigns.

Curling: From Niche Sport to Global Phenomenon

An impressive example is that of curling, a sport that has gained unexpected notoriety and popularity thanks to sponsorships.

Initially, in fact, this discipline has always been considered niche, especially outside of Nordic countries.

Its perception has changed over the years, particularly thanks to financial support from major companies.

A key example is the partnership between the World Curling Federation and the Ford Motor Company. This sponsorship, which lasted for over a decade, has supported the growth of curling internationally, contributing to the organization of the World Curling Championships.

With the help of Ford’s sponsorship, the federation was able to invest in marketing and promotion, helping to bring curling to the world stage and increasing its visibility.

In addition, the sponsorship has helped improve the facilities and equipment available to athletes, ensuring a fairer and more accessible competition.

Sport Climbing: The Vertiginous Rise of a Minor Sport

Another perfect example is that of sport climbing, a sport that has grown significantly in recent years, largely thanks to sponsorships from companies specialized in outdoor equipment such as La Sportiva and Petzl.

La Sportiva, an Italian outdoor equipment company, has been a key element in supporting sport climbing. In addition to producing specific equipment like shoes and harnesses, the company also financially supported competitions and athletes. This allowed climbers to participate in international events, gaining visibility and recognition.

Petzl, another leading company in the climbing equipment sector, has played a similar role. In addition to funding events and competitions, the company has invested in training and education, offering safety and climbing technique courses.

These efforts have led to an increase in the popularity of this discipline, culminating in its inclusion in the program of the Tokyo 2020 Olympic Games, a milestone that represented significant recognition for climbing, confirming its status as a sport in its own right and further increasing its visibility on a global scale.

Partnerships and Perspectives: The Future of Minor Sports

To ensure sustainable growth and revaluation of minor sports, it is essential to create a strategic partnership between sponsors, sports organisations, institutions, and athletes.

Sponsors must be aware of the social impact they can have, supporting not only the growth of a sports discipline but also the physical and mental education of young people.

Promoting the visibility of these disciplines through sponsorship can create a virtuous cycle.

By increasing public awareness, more people may be encouraged to participate, leading to greater involvement and, therefore, further sponsorship opportunities.

Sports sponsorships have the potential to play a key role in the revaluation of minor sports, contributing to promoting the diversity and richness of the sports offer available to the public.

To achieve this goal, an integrated approach involving all stakeholders is necessary. In this way, it will be possible to ensure the growth and development of these disciplines, enriching the sports landscape and offering new opportunities to young athletes.