The Current Longest Running Shirt Sponsorships

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.

Choosing the right sponsorship for your goals involves strategic consideration of your brand objectives and target audience. Follow these steps:

Define Objectives: Clearly outline your marketing and business objectives for the sponsorship, whether it's brand visibility, customer engagement, or community outreach.

Know Your Audience: Understand your target audience and align sponsorship opportunities with their demographics, interests, and behaviours. 

Relevance: Choose sponsorships that align with your brand values and resonate with your audience, creating authentic connections.

Evaluate Opportunities: Assess potential sponsorships based on factors like reach, engagement potential, and the alignment of the sponsored entity with your brand image.

Budget Considerations: Evaluate the financial aspects, ensuring the sponsorship aligns with your budget while delivering significant value.

Negotiate Terms: Work with the sponsored entity to negotiate terms that meet your goals, ensuring a mutually beneficial partnership.

By aligning sponsorships with your brand objectives, audience demographics, and values, you can choose opportunities that effectively contribute to the success of your marketing and business goals.

The cost of sponsorship can vary significantly based on various factors, and there is no one-size-fits-all answer. Several elements influence the cost of sponsorship:

Property or Entity: The popularity, reach, and significance of the sponsored property, whether it's a sports team, event, athlete, or organisation, impact the cost.

Visibility and Exposure: The level of visibility and exposure offered to sponsors, such as logo placement, media coverage, and audience size, affects sponsorship pricing.

Duration of Sponsorship: Short-term sponsorships may cost less than long-term commitments. Multi-year agreements often come with discounted rates.

Event Type: Major events or high-profile sports competitions generally command higher sponsorship fees.

Industry and Demographics: The industry and demographics of the target audience also influence costs, as sponsorships reaching a highly sought-after demographic may be more expensive.

Geographic Scope: Local, regional, or global sponsorships have varying costs based on the geographic reach of the sponsored property.

To determine the cost, it's crucial to consider your specific goals, the value of the sponsorship in terms of exposure and engagement, and the negotiation process with the sponsored entity. Costs can range from a few thousand dollars for local sponsorships to millions for global, high-profile partnerships.

Tracking the return on investment (ROI) for sponsorship involves a strategic approach that considers both quantitative and qualitative metrics. Here's a step-by-step guide on how to track ROI on sponsorship:

Set Clear Objectives: Define specific, measurable goals for your sponsorship. Whether it's increased brand awareness, lead generation, or sales, having clear objectives will guide your measurement efforts.

Establish Key Performance Indicators (KPIs): Identify the KPIs that align with your objectives. These may include website traffic, social media engagement, lead conversion rates, or direct sales attributed to the sponsorship.

Use Unique Tracking Metrics: Implement unique tracking mechanisms, such as custom URLs, promo codes, or dedicated landing pages, to trace the impact of the sponsorship on specific campaigns or initiatives.

Survey and Feedback: Gather feedback from event attendees or target audience through surveys or social media. Assess their awareness of your brand, perceptions, and likelihood to engage with your products or services.

Brand Exposure and Impressions: Measure the visibility your brand receives through the sponsorship, including media mentions, logo placements, and overall brand exposure. Evaluate the reach and impressions of the sponsored content.

Social Media Analytics: Monitor social media metrics like likes, shares, comments, and follower growth. Analyse the engagement generated by sponsored posts and track any changes in your social media presence.

Lead Generation and Conversion Rates: Track leads generated during or after the sponsored event. Analyse conversion rates and attribute sales to the sponsorship, if possible.

Compare Costs and Benefits: Evaluate the costs associated with the sponsorship against the benefits achieved. This may involve calculating the cost per lead, cost per impression, or other relevant metrics.

Post-Event Analysis: Conduct a comprehensive post-event analysis to assess the overall impact of the sponsorship. Compare the results against your initial objectives and KPIs.

Qualitative Assessment: Consider qualitative factors such as brand perception, partnerships formed, and long-term relationships established as part of the sponsorship.

Regularly review and refine your tracking methods to adapt to changing circumstances and ensure ongoing improvements in your sponsorship ROI measurement.

The return on investment (ROI) in sponsoring refers to the financial gains or benefits a company receives in relation to the costs incurred through sponsoring an event, organisation, or initiative.

Determining the ROI involves assessing various factors, such as increased brand visibility, customer engagement, and potential revenue generation resulting from the sponsorship. Companies often measure ROI by analysing metrics like brand exposure, social media impressions, lead generation, and subsequent sales attributed to the sponsorship.

Effective sponsorship can yield tangible and intangible returns, including heightened brand awareness, improved brand image, and enhanced customer loyalty. ROI in sponsoring is subjective and depends on the specific goals and objectives set by the sponsoring company. Companies may use key performance indicators (KPIs) and analytics to evaluate the success of their sponsorship efforts and determine whether the investment aligns with their overall marketing and business strategies.

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.

SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.

SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.

The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space. 

SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.

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.

SPORTFIVE implements a creative and results-oriented approach to sponsorship activation, focusing on delivering meaningful experiences that connect brands with their audience. By leveraging digital platforms, live events, and fan engagement tactics, the agency ensures that sponsorships go beyond visibility to deliver true value and engagement.

Learn more about the activation capabilities here

SPORTFIVE offers a comprehensive range of services that go beyond standard sponsorship deals. The agency provides full sponsorship consulting, activation, and sales, ensuring that brands receive strategic, tailored advice at every stage of the sponsorship process. The global presence and data-driven approach makes SPORTFIVE the preferred partner for brands looking to make impactful investments in sports.
Learn more about the service offering here

SPORTFIVE works for a diverse range of brands, from global consumer brands to niche players looking to enter the sports market. The clients come from a variety of industries, including automotive, consumer goods, tech, and more. No matter your size or industry, SPORTFIVE can tailor a sponsorship solution to meet your specific needs.

See an overview of brands that SPORTFIVE works for

Sports sponsorship lets brands create emotional content and become an integral part of fans’ daily lives. Every year, over 58 billion euros* are invested in sports sponsorship around the world as a way of reaching and acquiring customers through fan engagement.

€58bn* global volume in sports sponsorship in 2018