More About Sports Sponsorships: How to Promote Products and Innovate

November 23, 2023

Sports sponsorships enhances brand recognition and prestige, enabling reach to a specific target audience. 

But companies can also gain other benefits from this activity, including access to athlete and consumer feedback and the opportunity to test new developments.

Thanks to the media exposure of sports events, brands have transformed sponsorship into a lever for products and technology development.

Adidas and Puma, Two Success Stories

Leaders in the sportswear sector, Adidas and Puma innovate their products and win customers through sponsorship.

Adidas partners with world-renowned teams and athletes, using these relationships to gather public feedback and test new technologies.

For instance, in creating the Predator Freak+ shoes, Adidas collaborated with Real Madrid, making revolutionary changes that improve grip and ball control.

Similarly, Puma, sponsor of Usain Bolt, worked with the sprinter on the Velocity Nitro running shoes project, featuring technology that enhances responsiveness and cushioning.

Consumer Feedback

Brands sponsoring teams and athletes have direct access to a group of sports enthusiasts, thus willing to test products.

Their reactions are valuable for companies to improve existing products or develop new ones.

Just like athletes, the public also provides essential input on functionality and comfort, benefiting both professionals and amateurs.

Emotional Branding in Sports Sponsorships

Sports sponsorship also offers the opportunity to link products with exciting stories and athletic triumphs.

When an athlete wins a medal, that moment of glory becomes an integral part of the product’s DNA.

Adidas and Puma have capitalized on these moments, establishing an emotional connection with consumers that goes beyond mere technical performance.

Visibility Gained from Sponsorships

The visibility gained from sports sponsorships can also be used for promotion.

Companies can thus reach a specific user base, create brand awareness, and generate interest in their products.

For example, Under Armour chose a targeted slogan for its sponsorship of the U.S. national American football team, namely Make it count, associating its name with determination, passion, and the will to win.

The Influence of Sports Sponsorships on Modern Marketing

Sponsorships by companies like Adidas, Puma, and Under Armour are not just simple marketing techniques.

They are essential platforms for product promotion and innovation, supported by direct feedback and visibility that only sports competitions can offer.

This holistic approach shows how they can be fruitful both for brand recognition and for the constant evolution and relevance of products in a rapidly evolving market.

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