Although sponsorship is today a significantly common marketing tool, people that work in the marketing and communication sector often ask us why it is useful to sponsor and why companies choose or should choose the #1 Sports Marketing & Sponsorship Agency in the UK.
Let’s begin with obvious facts, which are not so obvious. Nowadays, as consumers, we repeatedly receive a bunch of advertisements of all kind every day, from the moment we wake up until the moment we go to sleep.
Advertisements on our phone, radio, public transports, television, newspapers, online, on podcasts and playlists, without excluding the most traditional advertisement tools and also digital signage.
They are messages that have the purpose of attracting our attention but, in reality, we rarely remember them. We pay attention for a fraction of a second and then they become meaningless or they often bother us.
On the other hand, sponsorship does not interrupt us but it is integrated into a show that we are interested in, that we enjoy, that we are passionate about: it is inclusive, not intrusive. Furthermore, sponsorship allows that show to exist thanks to the investments that allow the team to buy those new players and also more equipment for the design of the single-seater and new tools for the conduct of the events.
Moreover, also the cognitive and affective side must be taken into account, and how emotions play a substantial role in the influence of consumers’ behaviours. Therefore, sponsorship gets to the consumer through feeling rather than screaming.
A company that invests in a sports sponsorship embraces the sport’s values that reflect their own products and allow these products to gain positive meanings. In fact, sport is not only entertainment, but it is also full of side values such as sacrifice, team spirit, commitment, joy and pain. Furthermore, sport is technology, innovation, precision, routine, strategy and vision.
There is such a vast and multifaceted value system that companies have so much choice. Moreover, the deep and emotional relationship between humans beings and sport lead to extraordinary positive outcomes in terms of marketing and communication.
Sponsoring means having millions of people in love with the sport or with a team or athlete in front of us, ready to receive the messages that we send in a non-invasive way, but in a present and integrated way.
Another sponsorship advantage is the international nature of the sport. For those who desire to communicate internationally, using only one communication campaign without having to adjust it for every country, sport is certainly an efficient tool.
Finally, why sponsoring then? Because upon sponsorship companies can build significantly efficient marketing programmes that offer them visibility and many other opportunities.
It is possible to plan promotional activities related to sponsorship, B2B activities, hospitality programmes, traditional PR campaigns and there is much to tell on social media. Therefore, flexibility, passion, efficiency and the possibility to start without the need for a huge budget.