Sports Sponsorship: How to ensure it works

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 organizations 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 athlete.

Our team at Savanta has been assessing the impact of sponsorships for many years, and as such has a comprehensive understanding of the best approach to measuring and maximizing sports sponsorship opportunities.