The Most Innovative Marketing Strategies in the World of Sports Sponsorships

July 12, 2023

The connection between major brands and top teams or athletes is nothing new. 
Sports sponsorships are a fundamental pillar of the sports industry, representing a vital source of funding for athletes and teams, and also a powerful vehicle for brands to reach the public.
In a historical moment where marketing is undergoing rapid and radical changes, sports sponsorship too adapts to new innovative strategies. 
Let’s take a look at some of the most promising ones together.

Experiential and Interactive Marketing

One of the most interesting developments in sports sponsorships involves experiential and interactive marketing. 

Take the example of the partnership between the NBA and virtual reality company NextVR. 

NextVR broadcasted NBA games in virtual reality, offering viewers a completely new viewing experience. 

So, fans are no longer simply watching a game, but are *in* the game, able to witness the action from the players’ perspective. 

But experiential marketing isn’t limited to virtual reality. 

Heineken’s Champions League sponsorship included the creation of a series of exclusive events in bars around the world, bringing the tournament experience directly to fans.

Data-Driven Marketing

Another emerging trend in sports sponsorships is the use of advanced data and analytics to guide marketing strategies. 

Red Bull employed a wide range of data about its customer base to identify the sports and athletes that most represented its target audience. The results led the company to invest in sports such as motocross and surfing, rather than more traditional sports.

Sports betting companies Bet365 and William Hill also use advanced analytics to personalize their sponsorship offers: leveraging data on customers’ betting behavior, they identify the teams and sports events that generate the most interest and, consequently, focus their sponsorships in these areas.

Hybrid Sponsorships

Hybrid sponsorships, which combine elements of traditional sponsorship with new approaches to marketing, are becoming increasingly popular. 

The partnership between Nike and the Paris Saint-Germain football team is an excellent example of a hybrid sponsorship.

Nike provides the clothing and equipment for the team and has also collaborated with PSG to create a clothing line, which is then sold in high fashion stores around the world. 

This collaboration allowed Nike to extend its reach far beyond the football field, reaching a fashion-loving audience in addition to football fans.

The Horizon of Sports Sponsorships: Innovation and Opportunity

Innovation is at the heart of success in sports marketing.

Companies that know how to adapt and exploit new trends are the ones that get the best results in sports sponsorships.

While new technologies and new approaches are changing the face of it, one fact remains constant: sports sponsorship is a fundamental part of the marketing landscape.

And companies that know how to use it effectively have a huge competitive advantage.

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