The win-win of sports sponsorship

Traditionally, the worlds of business and sport have created synergies in which they respectively give and receive support. It is an interdependent relationship that goes beyond simple media exposure. Far from being merely a commercial transaction, sports sponsorship has become a strategic alliance that benefits brands as well as sportspeople or events. In this symbiosis, both parties come out on top.

Advertising is another matter entirely, and perhaps some may confuse it with sponsorship. Although they both aim to improve brand image, advertising is also designed to encourage people to make a purchase, and acts in a more invasive way across different channels (e.g. through social media, television, press, hoardings, etc.), which may create a certain amount of rejection. This is not the case for sponsorship, as its presence appears more natural and integrated (for example, in a Ski or MTB World Cup).

Additionally, and unlike advertising, sponsorship weaves the sponsors and brands into a story that consumers enjoy, thereby forging an emotional connection. Continued exposure to the brand and the creation of high-value experiences for audiences means that the brand becomes associated with the positive values – which the sponsor has to share, believe in and want to promote – of the sportsperson, team or activity being sponsored.  Thus, over time, consumers’ perception of the brand will improve.

One of the most obvious benefits of sports sponsorship is the increased visibility it offers to brands. Renowned sportspeople take part in international competitions, which enables the brands associated with them to have a presence on global stages that they would be unable to reach with any other marketing strategy. Such events are unbeatable platforms that guarantee a global presence and increased recognition for brands.

The images of spectators at the most recent Ski World Cup in Andorra, waving tricolour flags with the green of Creand on the back, appeared in sports publications in numerous countries and in television broadcasts by the world’s leading sports networks. On top of that, when our own sportspeople – like Joan Verdú and Mònica Doria – make the podium, watched by large audiences (depending on the competition), this provides an unbeatable showcase: not only for the Creand brand, but also for the country’s brand as a whole, as Andorra is the stage for the event and its sportspeople stand out in the top rank at the international level. The brand is thus integrated into the fan experience and it is the fans themselves who advertise it.

Another benefit of sports sponsorship, which may not be as measurable as audience exposure but is still highly relevant, is the “humanisation” of brands. When our sportspeople wear our brand on their helmets, clothing, skis or kayak paddles, this directly links the brand to the values inherent to sport, such as effort, achievement and dedication. The brand thus becomes more personal, more empathic. This emotional connection is powerful, as audiences trust and feel more connected to brands that reflect these positive and aspirational values.

The Creand-branded cap worn by our sportspeople at major events has been in high demand and has become an exclusive item, as it is a symbol of these exemplary values.

On the other side of the equation, we have the sportspeople. What do they gain by having the brand on their clothing or equipment? Sponsorship is vital to the development and continuation of their professional careers. The costs associated with equipment, travel, elite training and nutrition are high. This is where we, the brands, play a crucial role by providing the necessary financial resources to give the sportspeople peace of mind and enable them to focus on and dedicate themselves fully to their chosen sport.

Thanks to these investments, many sportspeople are able to achieve their dream and reach the desired level of excellence.

Additionally, the fact that they are backed by a brand gives a sportsperson prestige and enhances their own personal branding.

When it is well-managed, the relationship between brands and sportspeople is a clear example of a win-win situation. In fact, this synergy creates a virtuous circle in which the success of one boosts the success of the other.

Diari d’Andorra 18.07.2024