Brand positioning is of utmost importance to businesses. It is near impossible for a brand to position itself only through a logo in the broad world of media today. In today’s episode, we will focus on how brands position themselves through sports sponsorship.
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From in-arena sponsorship to digital sports sponsorship, brands today have more options than ever to position themselves in consumers’ minds.
What is brand positioning?
In the words of Kotler, Brand positioning is “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market.”
In simpler words, brand positioning is the act of differentiating a business’s products and services. It is how consumers perceive the brand. Brand positioning makes the consumers aware of how the brand is different from others who provide similar products or services.
A brand may use various methods for positioning itself such as marketing its products through ads and conveying its unique value propositions through various marketing channels. However, the ever-changing media landscape has opened new avenues for brands to position themselves. Sports sponsorship is one of the most powerful ways to position a brand. As various national sports events keep growing in demand, brands try to leverage their popularity to position themselves.
Here are a few ways brands use sports sponsorship to position themselves.
On-kit sponsorship
On-kit sponsorship is growing in popularity by the day. Brands sponsor jerseys and equipment with their name and logo. In addition to sponsoring playing gears, brands also sponsor various merchandise to attract customers and potential buyers.
In-arena sponsorship
From banners and hoarding to LEDs and rolling boards, in-arena sports sponsorship has evolved unimaginably over the years. An article published on Infront mentions the following:
“Advertising boards first began appearing in the 1970s and since then perimeter advertising has provided a colourful background to most sporting events. At first these were static before rolling boards and LED became more widely used. Many in the sport industry believe the next step is virtual advertising, where rights owners can sell the same spot in an LED timeline to numerous, regional sponsors who can target specific geographies…”
In the next episode, we will explore more on how brands use sports sponsorship to position themselves.
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