The Terrific and Thrilling Influence of Sponsorships on Fans’ Emotions

November 16, 2023

Sponsorships are an essential part of the world of sports.
These commercial agreements generate revenue and support the activities of teams and sports organizations, while also playing a crucial role in fans perception, engagement, and loyalty.

Let’s find out how.

Expanding Public Engagement

Sponsorships increase fan participation in various ways.

Firstly, by helping create brand awareness: when fans see a logo on players’ jerseys or in stadiums, they are more likely to remember and become familiar with that brand.

Secondly, they contribute to establishing an emotional connection between the public and the company: when their favorite team is associated with a brand they appreciate, spectators are more likely to develop a sense of affiliation with it.

Effects on Customer Loyalty

Furthermore, sponsorships also influence fan loyalty.

When people feel connected to a brand, they are more likely to support and remain loyal to it, considering it, in this case, an extension of their favorite team.

The partnership between McDonald’s and Barcelona is a concrete example.

According to a survey among the Catalan club’s supporters, the agreement increased loyalty towards the company by 75% and made the purchase of McDonald’s products 50% more likely.

Controversial Sponsorships, Beyond Tradition

In some cases, sponsorships conflict with sports tradition, causing discontent among more traditionalist supporters.

For example, when Atletico Madrid’s stadium changed its name to Wanda Metropolitano, it caused considerable displeasure.

Sponsorships that conflict with a team’s history or values can strain fan loyalty.

Economic and Performance Impact of Sponsorships

Sponsorships provide crucial resources for the improvement of infrastructure, training of athletes, and acquisition of new talents.

Therefore, these investments lead to better performances, which in turn stimulate greater support from the public.

Balancing Sports Identity and Commercial Needs

Finally, it is vital for sports entities to maintain a balance between sponsorships and their identity.

The perception of excessive commercialization can damage the relationship with fans, especially if the fundamental values seem compromised.

The Balance between Commerce and Passion

In sponsorships, commercial needs and sports passion coexist.

If managed correctly, they lead to significant economic benefits and establish a lasting emotional bond between fans and the brand.

Sports associations must manage these relationships while respecting the values of sports and maintaining the authenticity of the relationship with the public.

Only then will there be an increase in sales, brand awareness, and customer loyalty.

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