Sports sponsorship is big business, partly because sports tend to bring people together, but also because sports offer real emotions. There are a host of opportunities for companies – both big and small – to benefit by sponsoring a sports team or event.

1. The Opportunities in
Sports Sponsorship
Kevin Neal
Sport

2. 2
Sports
Sponsorship
Sports sponsorship is big business, partly because
sports tend to bring people together, but also
because sports offer real emotions. There are a host
of opportunities for companies – both big and small
– to benefit by sponsoring a sports team or event.

3. 3
The Opportunity to Tell
a Story
People embrace good, compelling
stories. Sports sponsorship offers brands
more than just an opportunity to generate
attention; it's a chance to tell the brand’s
story. While creativity will play a key role
in crafting the message, the resulting
story has to fit the target group and
sponsor.
Storytelling is not just the preserve of big
brands that have decades of history. Even
a small company can share with a large
audience, especially with the prevalence
of social media.
Brand Exposure
Big sporting events tend to have
a massive following and generate
lots of excitement and engagement.
Competition at a global scale compels
fans to come together and support a
team. To brands, opportunities lie in
understanding the different viewership
demographics and identifying where to
come in as a sponsor. While football is
a sport that has a worldwide following,
others such as surfing and snowboarding
have potential too – especially through
social media, where the majority of their
fans interact.

4. To learn more about
this topic, visit the
blog of Kevin Neal.