Sports Sponsorships: No Company is Left Out of the Game

August 2, 2024

In the business world, just as in sports, the ability to seize unexpected opportunities often proves to be the key to success.
Sponsorships serve as one of these chances, acting as a bridge between companies and the audience.

Yet, there are collaborations that, at least initially, may seem highly improbable, linking seemingly incompatible entities.

However, these partnerships can be very effective if well-planned.

Surprising Soccer Sponsorships

Heinz and Barcelona

Barcelona’s soccer team struck a sponsorship deal with Heinz, the agri-food company, especially known for its ketchup production.

This partnership was eyebrow-raising: ketchup is predominantly associated with American cuisine, while Barcelona is a Spanish team.

Nevertheless, the deal was a triumph, enabling Heinz to tap into a new consumer base in Europe.

Pirelli and Inter Milan

When one thinks of soccer, the mind might automatically drift towards sponsorships tied to energy drinks, sportswear, or banks.

Yet, one of the most enduring and successful partnerships in Italian soccer is that between Pirelli, the tire company, and Inter Milan.

Starting in 1995, this collaboration has seen the Pirelli logo prominently featured on the black and blue jerseys for over two decades, becoming globally recognizable.

MetLife and Manchester United

The life insurance company, MetLife, sponsored the soccer team of Manchester United.

This decision raised eyebrows because people often link life insurance with death and sorrow, unlike soccer, which they associate with joy and passion.

Nevertheless, the partnership proved successful, enabling MetLife to connect with a younger, vibrant audience.

Unique and Successful Sponsorships

Red Bull and Formula 1

Although today Red Bull is synonymous with motorsport, initially, the idea that an energy drink could sponsor, even own, a Formula 1 team seemed unthinkable.

Since joining F1 in 2005, Red Bull has reshaped how companies perceive sports sponsorships.

Not only that, but it showed that, with the right vision and strategy, any brand can carve out its niche in the sports world.

IBM and Wimbledon

In an era where digital pervades every aspect of our lives, it might seem evident that tech giants would be present at major sports events.

Yet, when IBM initiated its partnership with Wimbledon in the ’90s, the idea of a tech behemoth delving into the traditionalist world of tennis was rather startling.

Today, thanks to this blend, Wimbledon is one of the most technologically advanced sports events globally.

McDonald’s and the Olympics

McDonald’s astounded and baffled the public by becoming one of the primary sponsors of the Olympics.

Despite the apparent image differences between fast food and elite athletes, this partnership thrived for decades, showcasing the importance of finding a consumer connection.

Why Unexpected Sponsorships Work

Surprising sponsorships work for various reasons.

Firstly, they capture the audience’s attention, sparking curiosity and interest.

Secondly, they’re an effective means to convey a positive message or to instigate cultural change.

Lastly, they provide brands the opportunity to penetrate new markets and bolster their corporate image.

No Company is Excluded

Sports sponsorships enable businesses to reach a broad and diverse audience, heighten brand awareness, and convey positive messages.

There’s no limit to what can be sponsored, and no brand should ever consider itself outside this opportunity.

With creativity and astute planning, even the most surprising sponsorships can turn into a roaring success.

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