Managing Sports Sponsorships: Challenges and Solutions on the International Stage

July 20, 2023

International sports sponsorships make up a significant portion of global marketing.

Companies leverage the popularity and allure of sports to reach a vast and varied audience, gaining visibility and creating positive brand associations.

Like any marketing strategy, sports sponsorships also present unique challenges.

This article will explore the specific pitfalls of managing international sports sponsorships and how these can be effectively tackled.

Understanding International Markets

One of the main challenges is understanding different markets.

Cultural perceptions, tastes, and preferences vary greatly from one country to another and from one region to another.

For example, Adidas, a FIFA sponsor, had to adapt its communication strategy during the 2018 World Cup in Russia, taking into account the country’s specific cultural and social characteristics.

Engaging a Global Audience

Another significant challenge is engaging a diverse global audience.

For instance, the global sponsorship agreement between NBA and Nike requires a strategic approach to reach and engage basketball fans around the world, taking into account regional differences in terms of fans, viewing times, and preferred communication channels.

The Challenge of Evaluating the Impact of Sponsorships

Measuring the impact of international sports sponsorships is a complex task.

Companies must consider a range of indicators, including brand awareness, sales, and customer loyalty.

Taking the example of Red Bull’s sponsorship of Formula 1, the company had to closely monitor the impact of this initiative on its key markets around the world, using a combination of market research, sales data analysis, and consumer feedback.

Managing the Brand Image Across Different Cultures

Companies must carefully consider the association between their brand and the sponsored event or team.

This can become particularly complex when dealing with cultural, political, or social issues.

Qatar Airways’ sponsorship of FC Barcelona raised issues concerning human rights in Qatar, putting the company in a delicate position.

Tackling the Sustainability Challenge

The growing concern for the environment and sustainability is becoming a key element in sports sponsorships.

Heineken had to face criticism for its sponsorship of the Formula 1 Grand Prix due to concerns related to the environmental impact of this sport.

This underscores the importance for companies to consider sustainability as an integral part of their sponsorship strategy.

Strategic Solutions to Sponsorships Challenges

To overcome these challenges, companies need to adopt a series of effective strategies.

To manage brand image issues, companies can work closely with sponsored teams or events to ensure that any potential problem is handled in a proactive and sensitive manner. 

The Future of International Sports Sponsorships

Managing sports sponsorships at the international level is a complex, ever-evolving challenge.

Through a deep understanding of international markets, a well-crafted audience engagement program, accurate impact evaluation, and a growing focus on sustainability, companies can make the most of the opportunities offered by sports sponsorships and help shape the future of sports on a global scale.

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