A NEW APPROACH TO SPONSORSHIP

When brands approach their sponsorship portfolio, especially when it comes to sports sponsorships, leaders reported that they are usually looking to deliver on five key metrics: 

1. Brand affinity
2. Brand awareness
3. Increased market share
4. Increased profit margin
5. Brand preference

These five elements highlight goals that are a priority for executives and decision-makers: mainly, their brand reputation and driving larger monetary value. And sponsorships are powerful – connecting your brand to an already-enthusiastic audience builds increased loyalty and trust. 

WITH ALREADY PROVEN RETURNS, HOW DO BRANDS TAKE THEIR SPONSORSHIPS TO THE NEXT LEVEL? 

As many brands are coming to realize, younger generations are looking at the bigger picture when purchasing, seeking to align with and buy from brands who are making a difference in the world. By expanding the concept of sports sponsorships and taking them to the next level as purpose-led sponsorships, companies have an opportunity to resonate with audiences on a deeper level, inspiring them while doing good. 

The numbers are there to back up value, with 58% of brands stating their purpose-led sponsorships outperform standard sponsorships. Yet, with this opportunity, it’s important to look at the entire structure of their business to ensure the intent and delivery is genuine. Consumers today have access to more data than ever before showing long-term effectiveness—they can easily discover where brands are not being authentic. 

REAL IMPACT TAKES STRATEGIC THINKING 

For a true impact, companies should evaluate both where it makes sense strategically for purpose to be tied in and where the brand can truly implement and follow through on that purpose. 

For the brands already immersed in the sports sponsorship world, continuing these partnerships may be a given, but adding purpose can drive even higher, more positive business results. To increase impact and scale campaigns, leading with purpose is a game-changer. 

Ready to learn more? Download and Sport Report to learn more about creating purposeful sponsorships and the impact it can have for your business.

ABOUT 17 SPORT

17 Sport is the world’s first sport impact company operating at the intersection of sports, business, and purpose. We provide strategy, partnership, and implementation services to transformational leaders in sport and business committed to forging a better tomorrow for people and the planet.

If you would like more information or are ready to start activating your purpose through sport, please contact: [email protected]