Engrained in every brand marketer’s DNA is the desire to continuously seek innovative ways for their products to stand out and connect with shoppers. One approach that can be considered within the mix for helping them achieve that goal is sports sponsorships.
Sporting events offer the unique ability to unite people across various demographics, transcending barriers of age, gender, and culture, yet still provide a platform to engage with audiences on a personal level. According to a recent report by Nielsen, 83% of fans feel a personal connection to brands that sponsor their favorite teams and athletes. This potential for emotional bond can translate into increased brand loyalty, making sports sponsorships a possible investment consideration should the approach align with their brand strategy, target audience, budgets and KPIs.
As an agency, we understand that investing in sports sponsorships can offer brands unique advantages that go beyond mere exposure. In this article we explore the benefits of these events and how brands can effectively and strategically leverage them to maximum impact with their customers.
Building Brand Visibility, Credibility & Loyalty
From logos displayed on team jerseys (think Nike) to stadium signage, sports sponsorships provide brands with on-going exposure to live and media viewing audiences, helping to elevate brand awareness and logo recognition. And since sponsorships often come with integrated digital marketing campaigns that leverage platforms like Instagram, Twitter, and TikTok, where fans share their experiences, social media driven activity surrounding brand sponsored sporting events offer a ripple effect to further enhance product exposure.
Aligning with respected sports teams, leagues, or athletes also offers the potential to create positive associations for brands by fostering a positive image, and lending support for a narrative that resonates with target consumers’ aspirations and lifestyles. Furthermore, when fans see their favorite teams or athletes endorsing a product, it can lead to increased acceptance and a willingness to try that product. In turn, when brands commit to sustained sponsorships over multiple seasons, this can potentially build a sense of loyalty and consistency, turning casual fans into brand advocates who not only purchase products but also recommend them to others. Brands like Nike and Coca-Cola have successfully cultivated long-term relationships with various sports organizations, resulting in keeping these brands top-of-mind with consumers and increasing brand equity.
Targeting and Engagement
While mainstream sports like baseball, football and basketball tend to attract a broad and highly diverse cross section of audiences, the sporting world also offers opportunities for brands catering to specific consumer segments. For instance, brands targeting a younger demographic might consider sponsoring e-sports events or college sports, while a luxury brand might align with prestigious golf tournaments or Formula 1 racing. Ensuing are examples of how some mid-sized brands have leveraged targeted sports sponsorships to build brand awareness and their user base.
- ZEBRA PEN ‘SIGNATURE MOMENTS’ WITH RIPKEN BASEBALL:
Zebra Pen, a brand known for its high-quality, innovative writing instruments including pens, markers, and highlighters, was seeking a new and innovative way to connect with and introduce more shoppers to their products. With a 40-year legacy in U.S. of helping consumers capture their personal moments and express themselves creatively, Zebra Pen decided to enter into the sponsorship world and chose Ripken Baseball as its vessel.With its mission of creating positive, memorable experiences for young athletes, Ripken Baseball offered a unique and fresh platform for Zebra Pen to connect with young people and their families. To do so, the brand launched its “Signature Moments” themed campaign which focused on marking important milestones in life like the experience of youth playing Ripken Baseball, resulting in young athletes and families associating meaningful memories while associating them with the Zebra Pen brand. By leveraging the all-American appeal of baseball, combined with the esteemed reputation of Ripken Baseball and the influence of baseball icon Cal Ripken Jr., the campaign worked to expand brand awareness and connection.The campaign’s impact was immediate, generating an impressive 70.3 million impressions in earned media coverage, significantly amplifying Zebra Pen’s brand visibility and engagement, while reflecting the broad appeal of Zebra Pen’s commitment to supporting youth athletics and family-centered experiences.
- VERONI FINE ITALIAN MEATS & U.S. TENNIS TOURNAMENTS:
Another example of how brands can effectively utilize sports sponsorships to reach and engage target shoppers centers on premium brand Veroni Fine Italian Meats. A long-standing sponsor of U.S. tennis tournaments, Veroni has leveraged these events to connect with consumers who actively entertain, and both enjoy and seek to serve elevated, authentic taste experiences for themselves and their guests.As a sponsor of the tournaments, Veroni benefits from high visibility signage and operates lounges where tennis fans can sample the brand’s products. While these elements create consumer awareness for and first-hand experience with the brand, Veroni was seeking a way to convert these efforts into actual sales at the retail level.To address this, a test and learn program was developed using a highly targeted, media-driven approach to engage and connect with the VERONI lifestyle consumer. Using geo-targeting, attendees at the Western & Southern Open in Cincinnati, OH were exposed to mobile-delivered digital ads both during and after the tournament, replete with strong call to action inspiring them to purchase the brand at Kroger stores and highlighting the brand’s sponsorship of the tournament. To round out the campaign, an additional layer of contextual media touting entertaining recipes featuring Veroni Italian meats led consumers directly to the Veroni product listing page on Kroger’s online site to spark purchase. Needless to say, the campaign results were a pure ‘ace:’
- Expansion of brand household penetration, with 49% of sales at Kroger sourced from new brand users
- Attributable sales generated across the entire brand portfolio sold at Kroger
- Efficient delivery of 4.1 million brand impressions within the targeted regional market, with CTRs exceeding benchmark levels
- Elevated ROI from the sponsorship
- “Test and learn” measurable results to inform strategies for future sponsorship events / shopper programs
- CAMPBELL’S PARTNERS WITH HARRIS BLITZER SPORTS & ENTERTAINMENT PORTFOLIO:
In the fall of 2024, the Cambell Soup Company and Harris Blitzer Sports & Entertainment (HBSE) announced a new multi-year marketing partnership to bring Campbell’s leading portfolio of brands to fans across major sports franchises in the NBA, NFL, NHL and NASCAR as well as a growing presence in youth sports.As an innovative centerpiece of the company’s “Kitchen 1869” initiative, which focuses on partnerships and brand growth, Campbell’s intends to leverage the partnership’s potential to bring their brands closer to fans through sports and entertainment. Showcasing company brands such as Campbell’s Soup, Goldfish, Kettle Brand, and Prego in sports and entertaining venues across the HBSE network, the partnership will elevate visibility and remind consumers of the heritage and high-quality that these products have shared with families over the years, mirroring the same that these celebrated sports platforms have brought to friends and families over the decades.
Measuring ROI
Sports sponsorships represent significant financial undertakings that offer brands the potential to reach wide, passionate audiences, elevate brand image and enhance brand visibility. As such, measuring ROI is essential to understanding the impact of these commitments and for providing insight for future decision making.
Metrics such as media impressions, social media engagement, website traffic, and sales lift associated with sponsorship event timing can help brands assess the effectiveness of sponsorships in reaching and resonating with their target and determine which aspects are delivering the most value. Moreover, this enables marketers to justify sponsorship budgets to stakeholders, ensuring that these investments are not only achieving broad exposure but creating meaningful connections with consumers that translate into lasting brand loyalty.
Navigating Challenges
While the benefits of sports sponsorships are many, brands must also navigate certain challenges. Like other industries, the sports landscape is dynamic, subject to changing audience preferences, economic conditions, and even global events impacting sponsorship effectiveness. Moreover, brands must remain agile and adaptable, continuously evaluating the value of these partnerships to ensure alignment with their marketing goals and budgets.
Additionally, as social consciousness grows, consumers are becoming more discerning about the brands they support. Brands that engage in sports sponsorships must ensure that their sponsorships reflect the values of and resonate with their target audience. This also includes ensuring that the brand, its positioning and messaging are authentic.
Conclusion: A Strategic Investment
In conclusion, where strategically relevant, sports sponsorships deliver opportunities for brands to enhance visibility, build credibility, engage with audiences, and foster long-term loyalty. As an agency, we encourage brands to explore these partnerships as a possible strategic investment. By carefully selecting sponsorship opportunities that align with their values and target consumers, brands can create lasting connections with shoppers while simultaneously driving business growth.
Ultimately, the key to success lies in crafting meaningful sponsorships that resonate and connect with target audiences, creating a win-win situation for both brands and the sports community. In an era where consumer preferences are constantly evolving, brands that find sports sponsorships strategically right for them and embrace the benefits these events can bring will undoubtedly find themselves ahead of the curve.
