Benefits of sport sponsorship

For many people, sport provides a medium that allows you to lose yourself in the passion of the game. It is a feeling and experience unlike anything else in the world: sport brings people together in a way that nothing else can. As the passion for sports continues to grow, so does the sports sponsorship industry.

Sports marketing and sports sponsorship has become an effective mechanism that can promote positive brand affinity, generate brand awareness, drive overall traffic, promote new products and service lines, and reach consumers in a unique and meaningful way.

In this post, we will look at the benefits of sports sponsorships, and, if you are thinking of launching your career in this exciting sector, you should consider studying our Master in Sports Marketing and Esports Management.

What is sports sponsorship?

Before looking at the benefits of sports sponsorship, it is important to define what it means and what it is.

Sports sponsorship is a powerful and impactful branch of marketing. It consists of a partnership between a company (sponsor) and a sports club or event. The main objective of this partnership depends on the part of the equation:

• The company: aims to generate brand awareness and customer loyalty.
• The club/event: its main objective is to find a source of funding.

A popular example is a brand logo printed on a team shirt. Visibility is guaranteed. It also gives the opportunity to differentiate yourself from the competition.

Advantages of sponsorship in sport

As we mentioned before, sports sponsorship is a very competitive branch of marketing, which offers many advantages for the sponsor. Below, you will find the 5 benefits of sports sponsorship to boost brands. It is advisable to take them into account if you ever have to organise a successful sporting event as part of your professional career:

• Increasing visibility: Whether you are a start-up brand or a well-established company, sponsorship is an activity that can help you gain awareness or increase your visibility by reaching out to a wider target group.
• Increasing sales or acquiring new customers: This is the primary goal of all companies. Reaching the minds of new or existing customers not only increases brand awareness, but can also directly drive sales, depending on the consistency of the sponsorship with your marketing plan.
• Advertising: Can you imagine a startup becoming a sponsor of a major sporting event or club? In fact, it seems a natural consequence that the media will talk about it. In addition, people will share news on social media. As a result, you can get good online visibility.
• Differentiate yourself from the competition: If you are in a highly competitive market with reduced revenues, being the sponsor of a large event or organisation can give you the opportunity to stand out as a leader in your sector.
• Increase brand loyalty/offer premium pricing: This is especially true for sports sponsorship. In fact, according to research, a team's fans are more willing to buy from the sponsor than from its competitors. This translates into brand loyalty, and customers are less sensitive to paying premium prices.

How to work in sports sponsorship?

If you want to advance your professional career in the sports sponsorship sector, at the Escuela Universitaria Real Madrid - Universidad Europea, we offer you a wide academic offer to acquire the necessary skills. We know that you have other personal and professional commitments, and that is why we offer you the possibility to choose online or at our campus in Madrid. In all programmes, you will have access to a first-class faculty composed of experts in their fields of knowledge.

Thanks to our partnership with Real Madrid, you will also be able to participate in events with the club and have the opportunity to get to know and understand how they work in various departments. Our portfolio includes:

• Master in Sports Journalism and Communications
• Course in Sports Marketing and Digital Transformation
• Master in Sports Marketing