The Social Power of Sport: Stories of Revolutionary Sponsorships

November 28, 2023

Sport, a social phenomenon engaging millions, serves as a communication and inspiration vehicle capable of spreading important values and messages.
Here, sports sponsorships play a crucial role, serving as a marketing tool for companies and wielding positive influence on society.
For instance, some have significantly contributed to environmental sustainability and solidarity. Let’s discover them together.

Environmental Sustainability in Sport

First of all, environmental sustainability is one of the most urgent challenges of our times.

In 2020, a partnership between the NFL and Nike led to an initiative aimed at reducing the environmental impact of the Super Bowl, favoring recycled materials for event creation, uniforms, and promotional materials.

Another example is the collaboration between Formula 1 and Pirelli, which, in 2022, signed an agreement to produce tires made from sustainable and recycled materials.

Social Solidarity in Sport

Secondly, sports sponsorships actively contribute to raising public awareness on solidarity and participate directly in it.

An example is FIGC, which sponsors the research and treatment of rare genetic diseases carried out by the Telethon Foundation.

Similarly, the Italian Volleyball Federation supports the Laureus Foundation’s projects for social inclusion and promoting sports for young people.

Puma and the UN

Play for Life is the partnership initiated between Puma and the United Nations Development Programme in 2010.

The German brand created clothing and footwear lines inspired by African football teams, allocating a portion of the revenue to development projects for various nations on the continent.

The collaboration increased awareness on the topic and provided tangible resources to improve the living conditions of local communities.

FC Barcelona and UNICEF

Since its foundation, the first logo to appear on Barcelona’s shirt for many seasons was that of UNICEF.

One of the reasons for the delay is that, for Catalans, the jersey is more than just a game shirt: it symbolizes the ideology and roots of an independentist people who, also thanks to football, have managed to assert their authority.

The agreement involved the club investing 1.5 million euros per season, demonstrating how sponsorships can have philanthropic purposes.

Nike and Equality

With the Equality campaign, and thanks to the visibility of athletes like LeBron James and Serena Williams, Nike utilized its broad reach in sports to convey a powerful message against racial and gender discrimination.

Moreover, in collaboration with the NFL, Nike launched a campaign called Dream Crazier, aimed at encouraging women to pursue their dreams.

The operation involved several NFL players sharing their life and success stories.

Final Reflections

So, sports sponsorships know how to go beyond mere commercial objectives.

In fact, through collaboration with dedicated organizations, sports play a crucial role in shaping a more informed and responsible community.

Companies opting for sports sponsorships with a social or environmental focus benefit from a more positive image and actively contribute to creating a lasting impact on society.

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