How to get title sponsorship right - key lessons from the industry
Title sponsorship of sporting events offers brands a unique opportunity to showcase their identity, connect with audiences, and amplify their presence on a global stage. However, getting title sponsorship right requires strategic planning, creative execution, and a deep understanding of the target audience. Too many times you see a brand slapped on an event and it has not been used anywhere close to its full potential.
Below, we delve into the key considerations for brands looking to maximise their title sponsorship of sporting events, drawing insights from successful examples across the world of sports.
David Rothenhaeuser
Published on September 3rd, 2024
In this Insight:
Choosing the Right Event
Selecting the right sporting event to sponsor is crucial for maximising brand impact. Brands should align with events that resonate with their target audience and reflect their values and brand identity.
For example, Red Bull's title sponsorship of extreme sports events like the Red Bull Air Race and Red Bull Rampage aligns perfectly with its brand image of energy, adventure, and excitement.
Nielsen Sports, the leading source of sports measurement and analytics around the world, has seen that on average, a 1% gain in brand metrics such as awareness and consideration drives a 1% increase in sales.
Creating Memorable Experiences
Brands can leverage their title sponsorship to create memorable experiences for fans both on-site and online. Activation zones, interactive exhibits, and branded giveaways enhance the fan experience and leave a lasting impression.
Nike's sponsorship of the "Breaking2" marathon event exemplifies this approach, even though there were not thousands of fans present when Eliud Kipchoge first attempted to complete a marathon in under two hours. The estimated 800 people in attendance at the Formula One track in Monza were provided with immersive experiences, including live music and exclusive merchandise, enhancing the overall event atmosphere.
In addition to the exclusive in-person experience, Nike’s sponsorship of the “Breaking2” marathon managed to create memorable online experiences for fans. 13.1 million people tuned in to the live streams on social media, with 500,000 simultaneous viewers at its peak, making it Twitter’s biggest-ever brand-driven live event. This marathon received eight times more viewers than the New York, Boston, or Chicago marathons - despite just three men running in the event. The #Breaking2 hashtag received over 2 trillion impressions.
Both Nike and National Geographic made documentaries about the race, and Nike also invited viewers to download their app and attempt to “Break2” on their own. They earned early access to the Zoom Fly shoe, the commercial version of the shoes worn by the athletes.
Integrated Marketing Campaigns
Nike showed successful title sponsorships go beyond event day activations. Brands should leverage integrated marketing campaigns across multiple channels to maximise reach and engagement. This includes leveraging social media, influencer partnerships, and content marketing to generate excitement before, during, and after the event.
Coca-Cola's title sponsorship of the FIFA World Cup is a prime example of an integrated marketing campaign that extends beyond the event itself, with global advertising campaigns, branded content, and digital activations reaching millions of fans worldwide.
During the 2022 FIFA World Cup in Qatar, Coca-Cola featured its 'Believing is Magic' campaign, strengthening its connection with football fans by providing them with opportunities to elevate their unique celebrations and rituals. The campaign introduced a musical component by debuting an exclusive rendition of a classic song.
Another notable first was the Coca-Cola FIFA World Cup Trophy Tour visiting all 32 qualified nations as part of a 51 countries Tour, further strengthening FIFA’s ambition to reach every one of its 211 Member Associations by 2030, with the goal of bringing fans worldwide closer to the exhilaration of the game.
The work also saw Coca-Cola team up with Italian collectable company Panini to produce a digital sticker album which had over 27 million football fans signing up globally.
Coca-Cola saw net revenues grow by 12% to $11.3 billion in Q2, 2022, shortly after the release of the campaign.The integration of digital and physical platforms, and linking consumption patterns with consumer passions were key to success of the campaign globally.
Measuring ROI
It's essential for brands to measure the return on investment (ROI) of their title sponsorship to gauge its effectiveness and make informed decisions for future partnerships. Key performance indicators (KPIs) may include brand visibility, social media engagement, website traffic, and sales metrics.
Dubai headquartered Airline company, Emirates, has had a long-standing partnership with Premier League club Arsenal since 2004, adorning the front of shirt sponsorship for the club, and the naming rights of the stadium, The Emirates Stadium. Through the brand visibility at the stadium (both in person and through the media) and merchandise, Emirates can quantify the value of their sponsorship.
Expand this with Arsenal’s audience reach, ticket sales, events and hospitality at the stadium, as well as brand perception and further co-branded partnerships such as The Emirates International Break, and you can see how Emirates is maximising its connection with the club.
Sustainable Partnerships
Building long-term, sustainable partnerships with sporting events can yield greater brand benefits over time. Brands should look for opportunities to align with events that share their commitment to sustainability, diversity, and social responsibility.
For instance, Xylem’s partnership with City Football Group shows the power of leveraging a sporting heavyweight in Manchester City to create a compelling narrative around global water issues. Man City manager Pep Guardiola has been the face of a number of campaigns of Xylem, which continued into the club’s 2024 pre-season tour of the United States, featuring powerful & creative digital marketing spots.
In the first six campaigns of the partnership, there were over 1 billion interactions with the Xylem brand worldwide, and more importantly, a 20% increase in water action.
Maximum impact
Title sponsorship of sporting events offers brands a powerful platform to elevate their brand visibility, engage with audiences, and drive meaningful connections. By choosing the right events, creating memorable experiences, leveraging integrated marketing campaigns, engaging with fans, measuring ROI, and fostering sustainable partnerships, brands can maximise the impact of their title sponsorship and leave a lasting impression in the world of sports.
As exemplified by successful brands across various sporting events, strategic planning, creativity, and audience engagement are key to unlocking the full potential of title sponsorship opportunities.
