The ways that sports advertising can promote a brands image

There is a wide range of sponsorship deals, from local to national, but this short article will look at the most significant.

Whilst most companies hoping to sponsor will try and sponsor football jersey's, there are some instances of businesses sponsoring whole domestic leagues. There are some good examples of companies sponsoring whole leagues. This type of sponsorship is rare, but that is partly down to the fact there are limited leagues to sponsor, and if you are a large brand, you will hope to sponsor the leading league. At shareholder meetings like the Telecom Italia AGM they would have been chosen to sponsor the top Italian division, which is one of the most watched in Europe; sponsoring one of the leading leagues around Europe is of course a considerable sponsorship for sport. The cup that is lifted at the end of the season even has the sponsor on it, which shows how extensive and thorough a sponsorship such as this might be.

Sponsoring a whole sporting event is an efficient way to advertise a brand, especially when it is something watched around the world. The Hisense shareholders made the decision to sponsor the 2018 soccer world cup, which is just about the most viewed events of all time, so of course will have spread the brands image successfully. The sponsorship of events does not have the longevity of other sponsorships, such as kit or sports arena sponsors, but it is maybe the most efficient for that brief space of time. When a specific occasion is a huge success and remembered fondly, then the same narrative is awarded to the brand names that sponsor it; this is the case for any occasion and of course sporting events are no different.

The largest sponsorship deals are nearly usually for soccer tops, as these are the most recognisable aspects of soccer clubs to supporters, apart from the footballers themselves of course. It is a clever sponsorship idea to sponsor a football shirt as it will then be employed for every bit of marketing and advertising both for the team but likewise for the players themselves, meaning you are getting more for your money than so many other sorts of advertising. The appeal of a soccer team will establish the size and cost of the sponsorship contract, so usually the most followed and watched teams will access the most popular sponsorship deals. For instance, the Chevrolet owners opted to sponsor arguably the most followed football team in the world, and this came at a high-end cost; the shirt itself nevertheless sold nearly 3 million units in one year, proving how beneficial this type of sponsorship can be. The shirt is worn all over the world which gives the car manufacturing firm a global outreach through one single sponsorship deal. If the team is truly successful, like the team in question has been, that likewise assists to showcase the sponsors brand.

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