The Art of Sports Sponsorship: How to Choose Athletes and Teams?

May 22, 2023

The missing link in your marketing plan could be a football or a pair of running shoes. Yes, we’re talking about sports sponsorship, that magical lever that can catapult your brand to stratospheric heights. 

Imagine your logo on a jersey worn by a world-renowned soccer champion or supporting the emerging promise of an Olympic athlete.

The echo of this gesture can reverberate through the perception of your brand, extending its reach in ways you could never have imagined.

But beware, the choice is not a gamble. Selecting the right athlete or team for sponsorship can seem like a hurdle race. But fear not, we will guide you through the key factors to consider in the course of this exciting adventure.

Alignment with corporate values

It is essential that the athlete or team you choose to sponsor reflects the values and mission of your brand. This helps create consistency and authenticity in your communication. If the values of your brand focus on sustainability, it might be useful to sponsor athletes or teams that demonstrate a similar commitment.

Popularity and recognisability

The popularity and recognisability of the athlete or team are crucial to maximising the visibility of your brand. A team with a broad fan base or an athlete with a significant social media following can offer greater exposure.

Public image and reputation

The public image of the athlete or the team can directly influence the perception of your company. Scandals or controversies can reflect negatively on you. On the other hand, an athlete with a positive reputation can enhance the image of your brand.

Sports performance

Sports performance is another factor to consider. A successful athlete or team can cause your brand to be associated with images of excellence, determination, and success. However, it’s important not to focus only on immediate victories, but also on long-term potential.

Sponsorship cost

The cost of sponsorship is a major factor. Sponsoring high-level athletes or teams can be expensive. You need to assess whether the return on investment will justify the costs.

Community involvement

Athletes and teams that are actively involved in their community can help create a deeper connection with the public. This can enhance the impact of the sponsorship and help your company build a closer relationship with the community.

In the end, the art of selecting the right athlete or team to sponsor may seem like a maze. But armed with these fundamental pillars – alignment with brand values, popularity and recognisability, reputation, sports performance, costs, and community involvement – you find yourself on a clear and defined path.

This roadmap will guide you towards a choice that not only reflects your brand but also amplifies its voice, making it resonate in the hearts and minds of your potential customers.

Remember, you’re not just choosing an athlete or a team, you’re joining your story with someone else’s. Choose wisely!