Sport-sponsoring is an attractive marketing strategy for almost every company. 60% of the money spent on sponsorships is used for such in the sports-world. More than half of the 5.000 biggest companies in Germany are actively sponsoring sports.
There is almost no other form of advertising that can create such an excitement for a product. Sports plays an important role in society and is almost exclusively connected to positive attributes. The concept “sports” unifies several terms that are highly relevant for marketing success such as: Health, dynamic. emotions, relaxation, happiness and motivation.
Sports is one of the biggest leisure-time interests of society today and is highly attractive for sponsors because of its diversity. The media reach and the huge spectrum it has to offer helps a lot of companies to reach their marketing goals.
The high consumption of all the different media channels is changing the classic sport-sponsoring right now which makes Influencer Marketing so much more important. This direct form of communication is used by many companies to reach their ideal target-group. They place their products in a believable surrounding without having a whole lot of divergence loss. It is almost mandatory to create a perfect “fit” between the sponsor and the sponsoree so that the product placement can be viewed as authentic.
The goals of sponsoring are:
- Improving the Image
- Cultivation of contacts
- Customer relations
- analyzing new target groups
- Reaching short- and midterm revenue goals
- Social responsibility
- employee motivation
- analyzing new channels of distribution
- product-marketing goals
Sport-Sponsoring is an indispensable revenue stream for clubs, athletes and associations; for professionals and amateurs alike.
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