Sports sponsorship present massive opportunities for brands, and getting it right in the eyes of fans or participants is crucial in an increasingly digital age.
Sports teams or organisations would rarely be referred to by their fans as ‘brands’, underlining the fine line that they have to walk when pushing commercial interests. It is this often-irrational emotional bond with a team, sport or individual that makes sponsorship such an appealing option
for many non-sporting brands.
For sports brands and especially their sponsors, connecting with fans is everything. Awareness, loyalty, knowledge, advocacy and consideration are all metrics we can use to measure brand strength, but for sports brands we can add ‘passion’ to reflect the emotional impact a fan feels
towards their team, an event or sportsperson.
Our team has been assessing the impact of sponsorships for many years, and as such have a comprehensive understanding of the best approach to measuring and maximising sports sponsorship opportunities.
