Sports sponsorship, which has become a marketing tool, has taken on a relevant role in the field of business communication . It is therefore a tool that must be handled by experienced professionals with solid specialized training such as that offered by a Master in Sports Management . In fact, sports sponsorship provides a series of significant benefits for companies:
Increased brand visibility : Through sponsorship, your company logo and name can reach a vast audience, both live and through television broadcasts, online streaming, social media and more.
Building brand image : By associating the brand with a sport, team or athlete that has a positive and respected reputation, the company can leverage that reputation to improve the perception of its own brand.
Audience targeting : Sports sponsorships allow companies to reach a target audience, especially those passionate about a particular sport or event.
Stimulate sales : Sports sponsorships can encourage fans to purchase the same items used by their idols.
Loyalty : Sports tend to generate strong emotions and loyalty towards athletes and teams. This loyalty can be transferred to the sponsoring brand, especially if the company is seen as an important element in sporting successes.
Sports sponsorship contract
Sports sponsorship has some peculiar characteristics such as the need to be based on an exchange relationship founded on the principle of performance and compensation ; support, consisting of financial romania whatsapp data or other resources; the provision of compensation, defined in advance and favouring the achievement of communication objectives .
The parties involved in a sports sponsorship agreement are different, linked to each other by a legal relationship that is formalized in the sponsorship contract . They can be identified as:
Sponsor : is the company or entity that contributes to the sponsorship with investments in money, goods or services. It can be a natural person or legal entity.
Sponsored : is the sponsored event or subject, identifiable in the athlete, team or sports federation.
Media : plays the main role in ensuring visibility for the sponsor or the sponsored.
Communication agencies : they are responsible for creating, promoting and managing the relationship between sponsor and sponsored, taking care of the communication of the former and managing the marketing of the latter.
Other external operators in charge of consultancies .
Examples of sports sponsorship
There are obviously many examples of sports sponsorship . Among the most peculiar is the case of Barcelona Football Club, which for years did not want a sponsor on its shirts and which has now signed a collaboration with Spotify that, in addition to the shirts, has also seen the name of the stadium assigned to the Swedish company.
An athlete like Rafa Nadal has linked his name to a multitude of brands that have no direct relationship with his discipline, tennis, while particularly interesting are the cases of sports sponsorship by countries or localities, as in the case, a few years ago, of Azerbaijan which was the official sponsor of Atlético de Madrid.