Why Post-Sponsorship Investments Are the Missing Key in Sports Marketing Success

In Mexico and the United States, sports marketing is especially important for brands seeking to connect with passionate fans. From soccer in Mexico to basketball and baseball in the U.S., companies invest millions to sponsor teams, leagues, and athletes. But beyond these eye-catching sponsorship deals, there’s a critical gap: the lack of sufficient post-sponsorship investments to amplify these partnerships.

This article discusses the importance of post-sponsorship activations and how the right strategy can unlock a partnership's full potential. It provides relatable examples from Mexico and the U.S. sports landscape.

Sports Sponsorship: A Tale of Two Countries

In Mexico and the United States, sports sponsorships are highly appealing. Brands flock to events and teams with strong fan followings, hoping to ride the wave of their popularity.

Examples of Sponsorships in Mexico:

BBVA and Liga MX’s Monterrey Stadium: BBVA acquired the stadium's naming rights, leveraging its association with Monterrey’s passionate fanbase to enhance its local presence. However, its potential for broader activation remains underutilized.

Heineken’s $100 Million Liga MX Partnership: This sponsorship is among the largest in Mexican soccer, aligning the brand with one of the country’s most beloved leagues. To solidify its fan connection, Heineken has augmented this deal with digital and experiential campaigns in Mexico.

Examples of Sponsorships in the U.S.:

- AT&T’s Partnership with MLS and Liga MX’s All-Star Games: This cross-border sponsorship allows AT&T to target Hispanic and American audiences. While significant activation has occurred in the U.S., the potential for targeted campaigns in Mexico is an untapped goldmine.

- Coca-Cola and FIFA World Cup Campaigns in Mexico: The brand took its sponsorship to the grassroots level, launching localized digital campaigns to connect deeply with Mexican soccer fans.

The Problem: Activation Neglect

While these deals represent enormous investments, many brands must follow through with meaningful activation. In Mexico, sponsorships often stop at branding—jerseys, stadium banners, or TV ads—without creating deeper fan engagement.

Without post-sponsorship investment: - Opportunities are missed: Fans remember the event or team, not the brand. - Impact fades quickly: With sustained engagement, sponsorships avoid blending into the background noise of other advertising.

Success Story: Heineken in Mexico

Heineken sets an example with its approach to Liga MX. Beyond sponsoring the league, the brand created memorable campaigns like contests for fans to attend matches or behind-the-scenes experiences, reinforcing its association with soccer.

Missed Potential: AT&T in Mexico

While AT&T has successfully activated its MLS and Liga MX partnerships in the U.S., the Mexican side of the deal offers untapped potential. Expanding bilingual campaigns or leveraging Mexican digital influencers could strengthen fan loyalty across borders.

Data-Driven ROI in Mexico and Beyond

Investments in fan engagement are critical to maximizing the value of sponsorships. Research shows that data-driven activations—such as digital campaigns informed by fan analytics—can boost ROI by as much as 30%.

Example from Mexico:

- Coca-Cola utilized its FIFA World Cup sponsorship in Mexico to run region-specific campaigns, combining digital storytelling with grassroots outreach. This approach significantly increased brand awareness and fan interaction during and after the event.

Example from the U.S.:

- In the NBA, partnerships with brands like Gatorade often include a mix of on-court branding, player appearances, and digital campaigns tailored to local markets. This multi-tiered approach maximizes the sponsorship’s impact.

What’s Next for Mexico’s Sports Marketing Professionals?

The future of sports marketing lies in recognizing that the first investment (the sponsorship itself) is merely the starting point. Activation efforts, especially in a digitally connected market like Mexico, must include: 1. Fan-Centric Campaigns: Leverage social media to create bilingual content that resonates with fans in both Mexico and the U.S. 2. Community Involvement: Brands can adapt the grassroots success of the Hoopbus initiative in the U.S., which focuses on community-level engagement, to Mexican communities. 3. Emerging Platforms: With the rise of eSports in Mexico, brands can engage younger audiences by sponsoring gaming tournaments and teams.

Bridging the Gap

Mexico has a deep, passionate sports culture and an untapped reservoir of opportunities for brands willing to go the extra mile. Post-sponsorship investments in activation and promotion are not just an added expense but the linchpin of a successful sports marketing strategy.

By combining sponsorship with robust, localized activations, companies can transform their partnerships into lasting connections that resonate with fans long after the final whistle.

Let’s ensure that the next wave of sports sponsorships in Mexico and the U.S. doesn't stop at the signing ceremony but instead drives meaningful engagement that changes the game for fans and brands alike.