Sponsorship does not just refer to sports sponsorship. Today, many businesses are considering sponsorship for their marketing strategies. Sponsorship is often an underutilised marketing strategy that can benefit both small and large businesses. Sponsorship marketing can grow your brand, improve your reputation and create a positive image by working alongside a relevant sponsor and brand.
Here, we will share exactly what sponsorship marketing is, sponsorship’s marketing benefits, and how to implement sponsorship in your own marketing strategy for 2023.
Sponsorship marketing is when two brands decide to work together professionally for mutual gain. Businesses often sponsor events, trade shows, brands, and charities to achieve specific brand goals and improve their competitive advantage. Sponsorships don’t directly promote your company, products, or services. Your company supports and finances an event, business, or charity your target audiences care about. Your business and brand are then associated with the sponsor. Sponsorship can be provided in different forms including funding, resources and services. Sponsors receive in return a boost in brand awareness and reputation.
Some examples of sponsorship marketing include:
Sponsorship can be a very worthwhile investment for your brand and marketing efforts. Sponsorship allows you to reach a targeted audience and enhance the sponsors’ brand public perception. The affiliation creates a ‘halo effect’ of goodwill, reflecting the positive associations with the sponsor.
Sponsorship makes a positive impact by empowering the existence of entities consumers care about, sponsorship is typically more positively perceived than advertising’s sole focus on commercial goals. Sponsorship’s commercial intent is more subtle and indirect compared to traditional advertising.
Brands or businesses can establish credibility with their target market by investing in sponsorship. To achieve effective results, there needs to be common values, visions, and goals shared between the sponsorship’s beneficiary and the sponsor. Simply put, the business or organisation you choose to sponsor should relate to your business.
Sponsorship provides invaluable exposure by allowing companies to reach and connect with their audiences and build consumer trust through affiliation. Sponsorship marketing allows businesses to cut through the noise and reach their audience with targeted messaging,
Read more about the marketing benefits of sponsorship.
A meaningful and effective sponsorship campaign will help your business to improve its credibility, promote brand awareness, improve public image and differentiate from competitors. Sponsorship marketing should be used strategically to reach your target customers.
To build out a sponsorship strategy in your marketing plan, you should research events, organisations, and charities that your target customers care about. Sponsorship reach and opportunities can prove to be a good use of your marketing budgeting compared to other traditional advertising.
1. Laya Healthcare & Leinster Rugby, Munster Rugby and Connacht Rugby
Laya healthcare is the proud health and wellbeing partner of Leinster, Munster, and Connacht Rugby and last year celebrated their eighth year of rugby sponsorship in Ireland. Their “A Beat Ahead” campaign brought the best of laya healthcare to provincial rugby and was designed to uniquely connect fans with their team.
2. Energia and All Ireland Rugby Leagues
Energia are the proud title sponsor of the Energia AIL and Official Energy Partner of both Leinster Rugby and the IRFU. To celebrate the anniversary of the All-Ireland League, Energia created a look back at AIL’s 30-year contribution to Irish sport and culture.
ALDI Ireland was the Official Supermarket for Electric Picnic 2022. ALDI created a fun sponsorship activation to kick off the much anticipated return of Electric Picnic, Music and Arts Festival. Picnicers were able to visit ALDI’s pop-store and shop for essential festival items throughout the weekend.There will be a pop-up store located in the campsite where customers can shop essential festival items throughout the weekend. Picnicers will be able to purchase all their festival essentials from breakfast foods, snacks, sweet treats, beauty items, sun cream to those all-important festival Specialbuys to fully kit out your camping area when you arrive.
🥕 or 🌽? DJ KEV smashed it @EPfestival⛺️ He’s loved meeting all his fans👨👩👦👦 #electricpicnic2022 #kevinthecarrot #aldifest #EP22 pic.twitter.com/ZEPMvsV7JL
— Aldi Ireland (@Aldi_Ireland) September 4, 2022
4. Indeed & Dermot and Dave Today FM
In 2022, Indeed, the number 1 job site in the world, became the new official sponsor of Dermot & Dave’s mid-morning show on Today FM.
Commenting on the new partnership, Dermot & Dave said: “Are we excited about the new partnership? Indeed we are! Working with a huge global brand like Indeed is very exciting for the show. We’re very much looking forward to creating some great content together and we just know our wonderful listeners are going to love the new partnership, especially those that are on the hunt for the next step in their career!”
In 2022, Organic Dairy Glenisk announced a 5-year Partnership with Offaly GAA, Camogie and Go Games that supports all age groups. The sponsorship is a great example of a brand engaging with its community.
Looking good! @OffalyCamogie, @Offaly_GAA and @OffalyLGFA. Only delighted to be getting behind our home county. #UíbhFhailí ♥️ pic.twitter.com/tBy6mDn0Yh
— Glenisk (@Glenisk) May 12, 2022
In order to choose the right sponsorship for your business, you should consider the following questions to ensure the sponsorship aligns with your business goals, brand, and target audience.
Legacy’s award-winning brand and sponsorship division has broadened its reach beyond sports into many different business sectors. We help brands to select and secure sponsorship and activate the brand throughout the campaign. Our campaigns include a strategic mixture of communications, content creation, social media, influencer marketing, events, and experiential.