Hack the Feed: The Potential of Training Wear Partnerships in German Professional Football

Sponsorship is the financial support for a sporting event, organisation or athlete by an outside body, for the mutual benefit of both parties. At the professional level this tends to be by companies, to raise the profile of their brand by associating it with the athlete.

The company aims to generate brand awareness and customer recognition, whilst the event, organisation or athlete receives a boost in funding.

A popular example is a brand logo printed on a team shirt. Visibility is guaranteed, even more so in the modern world with social media and online highlights.

In the land of media and marketing rights today, there is no cookie-cut solution for brands, and a simple logo placement will not provide the sufficient return on investment (ROI) for sponsorship, nor does it give their target audience the “why?” - the reason to spend their money and engage with the product.

Companies investing in sports sponsorship need to look at the bigger picture to engage with fans and not rely on just one piece of inventory.

Sports athlete sponsorships are those where individual athletes are sponsored by a brand. They may wear branded apparel whilst competing or during commercial appearances and press conferences, or they might appear in advertisements or other promotional materials for the brand. The brand will either offer a set fee to them, or pay for their kit, equipment or travel in return.

Sports organisation sponsorships involve entities like a team or league being sponsored by a brand. Like with individual athletes, they will either receive a fee from the brand, or payment for things like kits, equipment or ground maintenance.

In return, a team may display the company’s logos around its stadium, for example, while a league might include the sponsor in its name.

Sports event sponsorships are where sports events — like an international or regional tournament — are sponsored by a brand. This type of partnership can involve things like the event either changing its title to incorporate the brand’s name, or using the brand’s logo on official products. The event organisers will either receive a set fee or have expenditures like venue hire, hospitality, catering, publicity, programmes and officials’ costs covered.

1. Image objectives

Brands that are active in sports sponsorship are more likeable, more relevant and better trusted among fans. We call this the “emotional uplift”. Not only were we able to demonstrate this effect in a qualitative market research study, but we have also quantified it.

2. Awareness objectives

Whether among top target groups or the population at large, boosting brand awareness is a traditional strength of sponsorship. In an age of fragmented media consumption, it is becoming an increasingly frequent unique selling point in sport.

3. B2C customer retention

Sports sponsorship shortens distances and turns customers into lasting brand fans through promotions like money-can’t-buy experiences, loyalty incentives, exclusive benefits, prize draws, bonus programmes or sensation marketing.

4. Maintaining B2B contact

Professional infrastructure, special occasions and memorable experiences: the fervour surrounding sport makes for the perfect hosting platform for forging new business relationships and strengthening existing ones.

5. Tapping new target groups

Sponsorship can overcome dialogue obstacles and enables organisations to reach their target groups before and even after purchases are made, provided the platform has maximum target group overlap.

6.     Sales and revenue objectives

Sponsorship affects revenue, be it via direct sales, branding at the point of sale, the expansion of sales networks, or one of the many new activation formats for sales promotion in sport. 

7. Corporate social responsibility

Nutrition, health, youth empowerment and sustainability (to name a few): professional sport provides companies with a platform that impacts a range of economic sectors and can lead to authentic ways of implementing CSR measures. 

8. Employer branding

Sponsorship is becoming an increasingly important tool in the so-called war for talent. It is used for recruiting new employees or retaining existing employees who have been with the company for a long time.

9. Enhanced Fan Experience: Improve the overall fan experience by offering exclusive content, access, or promotions through the partnership.

10. Innovation and Technology: Showcase technological advancements or innovations through sports partnerships, positioning the brand as forward-thinking and cutting-edge.

SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.

One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.

Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.

Sport sponsoring offers a range of benefits for brands, making it a valuable investment in marketing strategies:

Brand Visibility: Sponsoring provides extensive exposure through signage, uniforms, and broadcasts, increasing brand visibility to a wide and engaged audience.

Targeted Audience: Sports sponsorships enable brands to reach a specific and passionate target audience, aligning with the demographics and interests of sports fans. 

Emotional Connection: Associating with sports entities helps create emotional connections with consumers, leveraging the positive sentiments associated with their favorite teams or athletes.

Global Reach: Sports sponsorships often have a global reach, allowing brands to connect with audiences on an international scale, contributing to global brand recognition.

Brand Image Enhancement: Sponsoring prestigious sports events or teams can enhance a brand's image, associating it with qualities such as excellence, teamwork, and success.

Consumer Engagement: Sponsorship activations, events, and promotions provide opportunities for direct consumer engagement, fostering brand loyalty and interaction.

Differentiation: Sponsoring allows brands to stand out from competitors by affiliating with unique and high-profile sports properties, differentiating themselves in the market.

Community Involvement: Sports sponsorship provides avenues for brands to support local communities and grassroots initiatives associated with the sponsored sports entities.

In essence, sport sponsoring contributes to enhanced visibility, brand loyalty, and positive brand associations, making it a potent tool for achieving diverse marketing goals.

If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.

Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.

Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.

Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.

Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.

Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.

For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.