Sport sponsorship programs are an excellent tool to drive sales, create brand awareness, and build online and offline engagement. This is because sports provide a wide range of global audiences that can easily be converted into a community of dedicated consumers if done the right way. Moreover, sports have provided a medium to reach even more people in our current digital age through social media and online platforms.
Nonetheless, to get the maximum ROI from your sports sponsorship, it is imperative to do a strong market research and devise the right plan. This article will help you with how you can make the most of your sport sponsorship opportunities.
Sports Sponsorship Properties and Assets
In order to understand how you can leverage on your sport sponsorship program to create sales and customer engagement, you must first understand what assets you can work on. These refer to the tangible and intangible benefits brands get when they sign a sponsorship deal.
To create a successful sports sponsorship program, you must select the right benefits and assets that not only fit in your budget but will help you get the most out of the cost you pay. These should thus include an impressive list of relevant properties and assets.
They can include the following:
Logo placement on jerseys and merchandise
Advertising in the stadium and trackside
Use of logo, name and image in communication
Newsletter and mailings
Define Your Audience
The next step in creating a sports sponsorship program is to define your audience. Though it is believed that the sports audience is predominantly general, you can still try to break it down into sub-categories. For example, the audience watching at home, those who have paid for VIP seats, the dedicated and die-hard fans, and more.
Once you have defined your audience, it will be easy to allocate sponsorship properties and assets. An essential rule is that each segment of the audience should be offered different benefits based on the cost of attendance they pay.
Decide the Sport
Another important consideration is the sport itself that your company plans to sponsor. This should essentially align with your company and have something in common. For example, Rolex sponsor Wimbledon and also provide the tournament’s timekeeping. This sponsorship seems to align with the sport itself, both in terms of value and features.
Hence, consider your company and the intended brand image you want to establish through your sponsorship and then consider what the right sport would be for you. Moreover, the sport should fit with not just your business but also your marketing objectives.
Create Meaningful Activities and Experiences
In order to have a considerable impact on the audience, you should create a unique experience for them. This is the most significant factor that can influence the success of your sports sponsorship program. The more creative and comfortable the experience you provide through your sponsorship is, the more likely will the audience be to remember and recall your brand.
Some of the ways you can do this are by:
Providing unique merchandise and memorabilia relevant to your sport that also has your brand name or logo
Exclusive pregame and postgame entertainment for fans
ad hoc Social media hashtags
Interesting activities during the game that align with your brand or marketing objectives
Leverage Social Media
When you are building a sports sponsorship program, you have to leverage on social media as well. More and more fans are moving towards using online platforms and social media to watch sporting events or interact with athletes in the current digital climate. Therefore, your brand’s presence as a sponsor on such platforms will allow you to engage with the audience.
There is a myriad of ways sponsors can enhance the fan experience via social media. They can interview athletes, provide behind-the-scenes footage, show pregame or postgame highlights, and much more. As a result, sponsors and brands will be present throughout the game, which leads to them being more memorable.
Measure Success and Impact
Once you have created your sports sponsorship program, it’s time that you evaluate its success and impact. This will help decide what should be included or removed from your program and what will likely bring the highest ROI.
When it comes to setting a successful sports sponsorship program, it is important that you spend ample time doing your research and creating a strategy. If you want to make the most out of your sponsorship, you have to make it impactful and memorable. If you are looking for more help, you can contact sports marketing agencies like RTR Sports Marketing. With their years of expertise, they can help derive the ideal plan for you. Visit their website for more information.