11/20/2019 | News release | Distributed by Public on 11/20/2019 06:57
Associate Director Global Connect Centre
My immediate association with the term 'sponsorship' is Bayern München (my home town's football club) running onto the field of the Allianz Arena, with the logos of their main sponsors Deutsche Telekom and Adidas prominently displayed on their uniforms. An image that triggers emotions: excitement before the game, tension before a goal, joy after winning - and I'm not even a football fan, so how must this feel for a real enthusiast?
The ability to evoke emotions is certainly one of the reasons why investment into sponsorship is growing globally, by 4.9 percent in 2018. Kantar's touchpoint database reveals that whenever brands purposefully build their touchpoint strategy around the sponsorship, it can be even more impactful than all traditional media channels combined - and it tends to come with more acceptance, since consumers often consider sponsoring as less annoying and more trustworthy than classical advertising.
Sponsorship exists across a spectrum, covering global events like the Olympic games as well as regional tournaments, music festivals, TV shows, good cause sponsorships, etc. Currently, esports sponsoring is one of the biggest bets, for example with Swisscom having started its own league. Independent from the actual activity, we have identified 4 success factors from various studies:
In the end, it's crucial to mention that a sponsorship is not done by signing a contract with a partner. Activation is an equally important part and a critical amount on top of the sponsoring fee is required to reap its benefits. Plus, the activation should ideally follow an integrated marketing plan covering all different types of communication channels.
It's therefore fair to say that sponsorship has the potential to be much more than just another touchpoint: cleverly planned, it can work as a connecting point delivering a common message for various channels, forming an integrated touchpoint network. Which brands do you think use sponsorship effectively? Please share your thoughts.