Why brands are leveraging the passion of sports platforms to drive awareness, ET BrandEquity

Sports are not just about showing off athletic ability. It's a complex ecosystem that thrives on a wide audience. With every match, sport transcends the traditional boundaries of mere entertainment and forms an all-encompassing commercial boundary that includes sponsors, stakeholders, and important brand values. The cricketing giant, the Indian Premier League (IPL), provides a surprisingly clear explanation of this phenomenon. During the 2023 season, IPL not only attracted his 505 million television viewers but also 450 million digital viewers. These numbers are not only a testament to the league's entertainment value, but also highlight its monumental influence as a multimedia powerhouse. With such high visibility, brands vying for spots on the ground and on billboards are always under the audience's magnifying glass. However, this is not new and has been done for many years.

Sports and Sponsorship: Long Inning SuccessThe relationship between sports and corporate sponsorship has a deep history and has evolved significantly since its creation in the late 19th century. One of the earliest examples of this partnership dates back to 1896 in the United Kingdom. There, tobacco cards featuring cricketers were introduced by his WD and HO Wills and became a foundational moment in sports marketing. This concept gained a lot of attention in his 1928 year, when Coca-Cola became a partner of the Olympic Games. This collaboration highlighted the huge potential of linking brands with global sporting events. Jesse Owens' endorsement of Adidas for his running spikes during the 1936 Berlin Olympics further emphasized the effectiveness of individual athlete endorsement.

The broadcast era of the 1950s expanded the scope and commercial potential of sports sponsorship. With the advent of television, brands have found innovative ways to engage with wider audiences beyond traditional shirt sponsorships, such as billboards and sponsored television broadcasts. This period marked a major shift towards the commercialization of sports, turning sports into a powerful marketing platform.

Today, sports sponsorship offers opportunities that go beyond simple logo placement. The latest strategies include on-kit sponsorships, such as Emirates' high-profile partnership with Real Madrid, and extend to digital platforms and in-arena visibility to build brand engagement with fans. We are strengthening engagement. Sponsorship roles are becoming more structured, from title sponsors providing significant financial support, to associate sponsors and official sponsors, each contributing to enriching the sports marketing environment in their own way. doing.A league of its own: The structure of brand visibility

In every top-level sports league, the business community fiercely competes for major sponsorship rights. Whether it's the IPL, English Premier League, NFL, NBA, ATP or NASCAR, these leagues are competitive arenas where companies bid aggressively to get their names prominent. This fierce competition for the rights to be the main sponsor is not just about name recognition. This goes hand in hand with the fame and widespread appeal of these sporting events. Brand partnerships with some niche sports may be highlighted by tire brands and their exhibitions in top motorsports leagues. Companies such as Goodyear, Michelin, Pirelli, and Bridgestone are deeply involved in motorsports. Involvement in Formula 1, MotoGP and NASCAR not only increases brand recognition, but also demonstrates technical excellence and reliability in high-stress scenarios, perfectly in line with the dynamic, high-performance ethos of these sports. I will prove it.

The pursuit of these sponsorship opportunities is driven by the potential to effectively leverage sport into a brand's PR strategy. Sports events like the IPL offer a unique combination of entertainment and engagement, attracting a diverse audience over extended periods of time (nearly 60+ days in the case of the IPL). This gives brands a huge opportunity to run large-scale PR campaigns. A dynamic combination of live sports action, entertainment and a festival-like atmosphere creates the perfect environment for a memorable brand activation.

Additionally, evolving viewing demographics, including increased interest from women and children, have expanded the reach of sports leagues. A concise format event like an IPL match offers a unique combination of ideal timing and a variety of experiences, from live music and cheerleaders to special hospitality and merchandise, giving brands visibility and brand recognition. Provides a powerful platform to increase recall.

For brands, partnering with sports leagues must be a strategic decision. The association should resonate with the brand image and strengthen the connection with consumers. While no single platform can guarantee complete visibility or return on investment for your PR efforts, strategic use of sports sponsorship can significantly increase your brand's presence and influence across various consumer segments. can be increased to

Eyes on the prize: Sports marketing is the ultimate glory for modern brands

Sports sponsorship offers unparalleled visibility and the potential to make a lasting impact for your brand. Chevrolet's record deal with Manchester United, the largest between a sports team and a car manufacturer in Europe, exemplifies this. The partnership, which was predicted to deliver more than four times its cost in brand exposure and global recognition, leverages Manchester United's vast fan base and builds on Chevrolet's brand prestige and market reach. Significantly strengthened.

Adding to this story, Tiger Woods' partnership with Nike redefined sports marketing in golf. When Woods turned professional at age 20, Nike, then a golf novice, signed him to a landmark five-year contract worth $40 million. The deal not only helped launch Nike's golf line, but it was also one of the most lucrative deals in Woods' reign over the golf world. Throughout the 27-year partnership, Nike's investment in Woods has dramatically increased sales of his golf balls in the United States, and the association's value is estimated to reach approximately US$500 million over its lifetime. Nike's unwavering support through the ups and downs of Woods' career underscores the deep ties and mutual benefits of such a long-term partnership. Similarly, Nike's sponsorship of FC Barcelona extends beyond the logo, weaving Nike into the club's identity and connecting with fans around the world. This relationship has increased product sales and strengthened both brands. Red Bull's partnership with F1 driver Max Verstappen demonstrates the power of sports marketing, extending the Red Bull brand through the dynamic world of F1 and increasing Verstappen's global profile.

These examples show that sports marketing is more than just exposure. This is a strategic investment to drive brand loyalty, increase equity, and connect deeply with audiences around the world. For brands seeking fame, sports marketing is truly a prize worth chasing.