The Crucial Role of Sponsorship in Building Successful Brands

June 16, 2023

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 of the prestigious names that have tied their image to Nike.

The company, by sponsoring these champions, has not only increased its visibility but also built a powerful and influential brand identity, associating its name with values such as determination, exceptionalism, and victory.

Sponsoring Emotions: Coca Cola and the Olympics

Another emblematic example of how sponsorship can increase brand awareness comes from Coca Cola.

The American company has been an official sponsor of the Olympic Games since 1928. By linking its name to such a large and globally recognized event, Coca Cola has built an international corporate image, fuelling the perception of being a brand that unites nations and promotes positive values like team spirit, sacrifice, and fair competition.

Sponsorship as a Catalyst for Loyalty: Ferrari and Formula 1

But sponsorship is not only for building brand awareness; it can also be a catalyst for customer loyalty.

Take the example of Ferrari in Formula 1. The Scuderia Ferrari has a following of fans that transcends geographic and cultural boundaries, thanks to a history of successes and a deep connection with its sponsors.

This bond translates into extraordinary loyalty, with fans showing their allegiance not only by following races but also by purchasing Ferrari-branded products, participating in events related to the team, and supporting the brand in various facets of its presence in the world.

Sponsorship as a Strategic Tool

Sponsorship is a powerful strategic tool that can be exploited to increase brand awareness and customer loyalty.

It allows for creating a strong brand identity, associating the brand with positive values, and catalyzing customer loyalty.

Every company, regardless of its size, can benefit from a well-thought-out sponsorship strategy that takes into account its target audience and the values it wants to communicate.

Because, as the cases of Nike, Coca Cola, and Ferrari demonstrate, when it comes to building a successful brand, sponsorship can indeed make a difference.