Turning Sponsorships into Opportunities: The Art of Sports Co-branding

July 18, 2023

The world of sports has always been an ideal stage for companies looking to increase their visibility and strengthen their brand. 
Through sports sponsorships, businesses reach a wide and interested audience. 
However, an even more effective tactic to maximize the return on sponsorship investment is co-branding, which is the collaboration between two brands to create shared products or services. 
When well-executed, co-branding ensures benefits for both parties.

Co-branding: A Powerful Marketing Lever

Co-branding, then, is a marketing strategy in which two or more brands come together to create a unique product or service, with the aim of increasing value and awareness. 

For example, when Adidas and Kanye West worked on the design of the Yeezy shoe line, both benefited from this synergy. 

Adidas conquered a new clientele passionate about fashion and music, while Kanye West benefited from Adidas’ experience and reputation in the footwear sector.

Joining the Game: Sports and Co-branding Partnerships

Sports sponsorships are the perfect environment for co-branding. 

Companies can form partnerships with teams or athletes to launch products or create unique experiences that inspire and excite fans. 

A successful example is the collaboration between FC Barcelona and Rakuten, a Japanese e-commerce company. 

Their partnership led to the creation of a series of exclusive digital experiences and content, offering fans new ways to interact with their team and boosting Rakuten’s visibility globally.

Aim for the Right Target: Choosing the Athlete or Team

The key to a winning co-branding program is choosing the right partner. 

When Nike chose Michael Jordan in 1984, they literally bet everything on a single athlete, at the beginning of his career, but with great potential. 

This decision led to the creation of one of the world’s most famous shoe lines, the Air Jordans, crowning Nike as the industry leader.

Tell a Story: The Importance of Storytelling in Co-branding

Another essential component of a functioning co-branding strategy is the creation of an engaging story. 

The agreement between Red Bull and extreme sports athlete Felix Baumgartner allowed the story of daring and adventure to be told, fundamental values for both parties. 

When Baumgartner set the record for the highest parachute jump in 2012, millions of people around the world associated the feat with Red Bull’s image, reinforcing the company’s perception as a symbol of extreme and audacity.

The Infinite Opportunities of Sports Co-branding

In the sports sector, co-branding increases company visibility and strengthens the brand. 

Whether it’s creating a product in collaboration with a world-famous athlete or offering unique experiences to fans of a team, the possibilities are endless. 

The key to success lies in choosing the right partner and creating an engaging narrative that reflects the values of both brands. 

It is only in this way that co-branding will become an indispensable ally for business success.

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