As summer begins, sport has taken over our TV screens. From the tennis at Wimbledon to the Euros, audiences are tuning into sporting events religiously, providing the perfect opportunity for brand sponsorships. Want to execute the perfect sports brand partnership? Here are our top tips:
Longstanding Partnerships are on top
Long-term partnerships are the best way for brands to keep at the forefront of consumer minds. Big sporting events such as the tennis at Wimbledon, have consistently worked with the same brands for decades. This automatic association between a sport and its partner brands, provides unmatched visibility within a brand’s target consumer. For example, before even looking at the water bottle a tennis star is drinking from at Wimbledon, consumers know that it is Evian. Through these longstanding partnerships, brands continue to stay relevant and trusted by consumers.
Expect the unexpected
Brand partnerships do not need to be the obvious choice of athletes to be successful. Recently Tolami Benson has gone viral on social media at the Euros for her football fashion choices seen from the stands, not the pitch. Similarly in the Tour De France, Biniam Girmay became the first Black African cyclist to win a Grand Tour stage which made headline news. This in turn put his brand sponsors front and centre. Going for the less obvious choices makes for authentic and effective partnerships.
Simplicity is key
Discreet product placement in sports is an established but highly effective way to authentically get in front of large and engaged audiences. For example at high-end tournaments like Wimbledon, specific brands of towels during breaks and the water bottles players take sips from on court, as well as what players wear - from branded clothing, shoes, accessories and watches such as Federer’s Rolex Datejust, brands are front and centre in the most discreet and natural way.