It is still the absolute top tier of European sport sponsoring: The main sponsorship in football, coupled with the prominent company logo on the wide jersey chest of the partner club.
Visible worldwide, in every battle pairing, every header duel, every TV broadcast, simply absolutely present at all times. Such as Fly Emirates with Real Madrid, Deutsche Telekom with Bayern, Evonik with Borussia Dortmund or even Heinz von Heiden on the jersey of Hannover 96 at a more local level – a main sponsorship opens many doors and creates many added values, depending on which goals the partner company is pursuing.
What are the goals of a company acting as main sponsor?
Companies that get into sport or football and enter into partnerships with one or several clubs, do this for various reasons. Often, the communication goals of image, relevance, brand awareness, increased sales or access to the target group are referred to. Over and above this, there are also many companies, whose motivation for commitment stems from reasons such as CSR and employer branding.
Do you and your company find yourselves echoed in these communication objectives? Then download our digital ePaper now on the subject or contact us directly!
What are the goals of a company acting as main sponsor?
In the western world, the Corona pandemic is presumably the biggest economic, financial and private blow in decades. Even at the beginning of the year, no one could have imagined which consequences this pandemic would have and which influence goes hand-in-hand with it.
Many companies have their backs to the wall. But previous crises have shown: Brands that continue investing in advertising during such a crisis and prioritise their external communication, hold onto their market shares and can even expand them in some cases. Particularly if market competitors reduce their advertising budgets! (Source: Source WARC / Peter Field, “Marketing in a downturn: lessons from the past”, Market Leader, Autumn 2008)
We believe that sport has unique emotional power and forms bonds between people. But the emotionality in sport, which benefits the brands that advertise in this environment, are not the only reasons.
The coverage rates to be achieved are unique in sport and particularly in football and are not achievable or affordable through conventional advertising. Live broadcasts, highlights on TV and online as well as reporting in print and online, have reliably reached millions of people for decades.
In Germany alone, 45 million people are interested in football (source: AWA 2019) and half of those even say that they cannot imagine their lives without football. The coverage that can be achieved by football is also shown in the social networks. All first and second league teams account for 130 million followers on their channels, such as Facebook Instagram, YouTube and Tik Tok.
Even during COVID19 times, the Bundesliga has once again reached a broad audience of millions since its restart in May.
A good example that combines brand awareness and employer branding is described by the successful partnership between Evonik and Borussia Dortmund. Find the prepared case in our ePaper and convince yourself that even less emotionally charged industries can achieve their goals through football.
Well, interested? Do you want to find out more about this subject? Then download our free ePaper now on the benefits of a main sponsorship! You can find details in it about:
- additional, successful main sponsor cases in professional sport
- the most important Key Performance Indicators (KPIs)
- other added values of sport sponsoring
