Sports are inherently nostalgic. We all share memories of that game-winning play or agonizing defeat. These moments never leave us and become a part of our lives.
Partnership with sport continues to grow at a rapid rate.
With the boom in broadcast rights, digital reach and media profile, major events – such as The Ashes, Premier League football, Olympic Games and Formula1 – continue to deliver major value for brands. Global players scramble for increasingly expensive rights to associate with such enormously popular properties.
But what of the ‘lesser known’ sporting properties that are on the search for sponsorship and commercial income? It’s a crowded market place, the demands for revenue is increasing and there are only a finite number of brands and companies looking to invest. This can lead to brands being inundated with offers and approaches from many different sporting organisations.
The message is simple – you don’t need to deal with the ‘crown jewels’ of major sporting events to receive real value from a commercial partnership. There are many sports properties that can provide exceptional returns. It very much depends on what the brand wants and the sport’s ability to adapt accordingly and provide benefits to their objectives.