Sports sponsorship is growing by the day in India. From fostering brand awareness to increasing sales, brands and businesses are leveraging the power of sports through sponsorship. In this episode, we will focus on the three types of sports sponsorship, along with exploring their advantages.
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From sports athlete sponsorship to sports clubs and sports events, there are various kinds of sponsorship, each with unique sets of advantages for brands.
Sports have immense reach and can connect with the audience at an emotional level, which is why businesses harness the power of sports to promote their brands.
Sports sponsorship can be broken down into three categories, each with its distinct advantages. Let us take a look at each one.
One: Sports athlete sponsorship
This category of sponsorship involves a brand and a sportsman or an athlete. Brands generally sponsor individual sportspeople who have a significant impact on their chosen sports and also have additional skills such as public speaking or acting. The sponsored athlete appears in ads and press conferences wearing branded apparel.
Advantage
Some individual athletes have more reach than the club they represent. Brands use such players to gain unimaginable attention. Players like Sunil Chettri and Virat Kohli have created history on-field. Furthermore, they have a huge fan following on social media, which makes them a favorite of big brands.
Two: Sports club sponsorship
Just like individual players, sports clubs or leagues get sponsored by brands. The clubs or leagues either get fees or payment for kits, ground maintenance, and equipment. In return, the clubs were the logo of the brand in their jerseys. In case a company is sponsoring a league, the ground is decorated with banners and hoardings of the brand.
Advantage
Many sports clubs have a wide reach. Businesses usually sponsor such clubs for fostering brand awareness. Clubs like KKR and Royal Challengers Bengaluru have a huge fan following, which is why brands approach these clubs to sponsor them.
Three: Sports event sponsorship
Sports events, such as international or regional tournaments, are often sponsored by brands to boost brand awareness.
An article published on Pitch mentions the following:
“…This type of partnership can involve things like the event either changing its title to incorporate the brand’s name, or using the brand’s logo on official products. The event organisers will either receive a set fee or have expenditures like venue hire, hospitality, catering, publicity, programmes and officials’ costs covered.”
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