Why Does Sponsorship Differ in Investment Approach?

Sponsorship stands apart in its investment process compared to other marketing channels. The world of sports and entertainment introduces a unique emotional dimension to purchasing, which sets it apart from other media formats. Consider the allure of hosting corporate hospitality events or the pride that comes from seeing your company logo emblazoned on your favorite team's jersey.

When you run a press advertisement, you meticulously analyze readership demographics, not just the publication. In the realm of digital media, a deep dive into digital data is standard practice. So, why should sponsorship be any different?

From my perspective, sponsorship has evolved into an omni-channel investment. This evolution should lead to a more data-driven decision-making process. It offers access to audience demographics and behavioral data across multiple channels, including social media platforms, live events, and print. However, realizing this data-driven approach often demands investment from rights holders, an investment that may not always be readily available but is, I believe, pivotal in attracting bigger and better sponsors with higher fees.

Justifying the Higher Fees

Building on the data-driven selection process, rights holders can offer their compelling "why" to brands. Sponsorship has transformed into an omni-channel marketing asset. To yield a return on investment (ROI), it's crucial to breathe life into these partnerships. Gone are the days of sporadic activations on match days; sponsorship should now be a year-round engagement solution, leveraging a variety of marketing channels and tailored content. While traditional sponsorship assets excel at brand awareness, today's rights holders must think innovatively, challenge norms, invest in creative talent, and employ multi-channel measurement tools.

Unleash Creativity to Attract New Fans

We've witnessed the tremendous success of documentary-style collaborations like "Drive to Survive" and "Welcome to Wrexham." These ventures serve as powerful solutions to win over new fans, offering brand exposure on both the back and front pages and unlocking new avenues for potential brand partnerships. Take, for instance, the Burger King and Stevenage collaboration, which catapulted Stevenage to become the most-played team on FIFA in 2021, resulting in a 300% boost in replica shirt sales, 1.6 billion campaign impressions, $2.5 million in earned media, and global recognition within gaming circles.

Finding the Funding

The key lies in thinking creatively and stepping outside conventional boundaries. Demonstrate to brands why they should sponsor your asset, as each asset possesses it's unique selling points that can address a brand's challenges. Most importantly, breathe life into these partnerships by creating bespoke content and harnessing measurement tools to deliver a tangible ROI.