Sports marketing and sponsorships have been fertile grounds for innovation in recent years. From sports teams making effective use of social media to virtual reality used to create immersive experiences, we look at some of the main trends and how they can be applied to businesses’ marketing strategies. The Exponential Growth of Social Media in Sports Marketing One of the biggest trends in sports marketing is the increasingly widespread use of social media. Teams and athletes use platforms like Instagram, Twitter, and TikTok to connect directly with fans, creating a more personalized experience. This also allows businesses[…]

We are living in a time of profound transformations. The obstacles that once seemed immovable are dissolving, thanks to teams and companies promoting gender equality and social inclusion, one goal at a time, in the world of sports. Let’s take a look at some of them and see how they are actively working to create a more inclusive and fair future. Kicking Off: The Teams Driving Change A perfect example comes from the Dutch national women’s football team, the Orange Lions. They have not only triumphed on the field, but have also fought for gender equality, pushing[…]

Sponsorship is a well-known commercial practice. Yet, what many overlook is the extraordinary power it holds in building brand awareness and loyalty. Teaching us these lessons are the stories of large companies like Nike, Coca Cola, and Ferrari, which have established themselves globally, thanks, among other things, to savvy sponsorship strategies. Sponsorship as Identity Creation: Nike’s Story Let’s take Nike as our first example. The Swoosh logo is one of the most recognisable worldwide, largely thanks to a sponsorship strategy that targeted prominent athletes across various sports disciplines. Michael Jordan, Cristiano Ronaldo, Serena Williams are just some[…]

In the realm of sponsorships and marketing, companies are always seeking new ways to connect with their customers. One of the most effective emerging strategies is emotional branding, which creates and establishes an emotional bond between a brand and its audience. This connection is not solely based on the quality of the product or service, but rather on a deeper and more personal involvement. Emotional Sponsorships and the Power of Stories Emotional sponsorships are built on the emotional bond established between a brand and its consumers through association with a cause, event, or character that evokes positive[…]

In the arena of sports marketing, some branding campaigns have distinguished themselves as exemplary.  These are success stories that combine sports, marketing, and sponsorships into a powerfully effective cocktail.  Through careful analysis, we can derive valuable lessons to shape our marketing strategies.  Let’s delve into some examples together. Nike: Just Do It – The Power of Inspiration Nike’s Just Do It campaign is probably one of the most recognized sports marketing campaigns in the world. Launched in 1988, it transformed Nike from a shoe brand into a global phenomenon. The power of this campaign lies in its[…]

In a society that is becoming increasingly aware of climate change, green sponsorships are gaining ground. Partnerships between eco-friendly companies and athletes or sports teams are the expression of a shared commitment to sustainability and the fight against global warming. But who are the main players in this rapidly growing trend? Patagonia: The Company of Change A notable example is Patagonia, a well-known outdoor clothing brand that has been actively supporting the environmental cause for decades. Patagonia sponsors athletes and teams that share its commitment to environmental conservation, such as the climbing team Climb for Climate Change,[…]

There’s no disputing that the way businesses communicate and interact with their customers has dramatically changed in recent years. One of the most significant changes has been the advent of social media and, along with them, influencers, two forces that can be combined to create powerful marketing campaigns, especially in the field of sports. The Evolution of Sports Marketing Sports advertising has undergone a radical transformation, moving from simple commercials to sophisticated, multimedia campaigns that transcend television and traditional media. Take, for example, the Gatorade campaign from the 90s, Be Like Mike, which celebrated the figure of[…]

In the competitive arena of corporate marketing, sports sponsorship emerges as a particularly effective brand-building strategy. This method not only promotes the brand on a global platform but also provides the opportunity to forge an emotional bond with the audience, thereby amplifying the impact and recognisability of the brand itself. This type of involvement creates a powerful connection that can transcend the simple visibility of the brand, leading to deeper and lasting recognition. Within the spectrum of sports sponsorships, rugby emerges as a particularly promising discipline. This sport enjoys unprecedented popular ascension on a global scale, thanks[…]

The world of sports and cinema are two distinct but deeply interconnected universes. Their collaboration has resulted in exciting and often unpredictable surprises. Not only do athletes become actors and vice versa, but major brands also come into play, sponsoring sports films and documentaries and creating a synergy that goes beyond mere advertising, carving out a key role, fuelling the narrative and offering genuine added value. In the next paragraphs, we will explore some of the most famous and significant examples, tracing the crucial role of major sports companies in the cinematic universe. Nike and Space Jam:[…]

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[…]