Why Brands Should Sponsor Sporting Talents from Villages
Sponsoring athletes or sports events allows brands to connect with their target audience. In this episode, we will focus on the benefits of sponsoring sporting talents from the villages.
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Businesses, big and small, spend significant time and resources in devising strategies that would help in fostering brand awareness and sports sponsorship is one way to get the much-desired results.
15 years ago, before the IPL began, sports sponsorship was not much of a deal for medium or small-sized brands. However, things have drastically changed today. Be it Pro Kabaddi or the much-awaited IPL, brands try to find a way to attach themselves to these popular sports events. Big players such as Sunil Chettri and Virat Kohli get much of the limelight from big brands. Businesses have understood the importance of associating with big names. But in doing so, they are somehow missing out on identifying the sports stars of the future. Big names such as Mary Kom and Deepika Kumari have come out of small villages and given India dozens of Medal in international arenas.
The villages of India have in them the stars of tomorrow. While it is true that businesses look to foster brand awareness through sponsorship, it should not be the only reason. A brand must tie its sponsorship goals to good moral reasons. Identifying and supporting talents in rural areas will allow brands to tie their sponsorship goals to bigger reasons than just thinking of enhancing brand awareness. In fact, helping the athletes from the villages will positively impact businesses and foster brand awareness.
One of the reasons for sponsorship is to set a brand apart from its competitors, and sponsoring village athletes as opposed to investing in current stars will do exactly that. Not only will set a brand apart from its competitors, but it will have a huge positive impact on the business.
An article published on Indian Retailer mentions the following:
“Sponsorship helps in differentiating a company from its competitors, helping them to develop a better relationship with customers. Sponsorship can boost both the short-term and long-term sales of a company and help to access a wide range of customers. It is beneficial for companies to sponsor international trade and events too, as customers can experience firsthand the product of a company at the event…”
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