Sports Sponsorships Explained: How Brands Are Investing in Gaming

In recent years, the sports sponsorships have evolved significantly, following changes in public behavior and new technological trends. 

This is because brands have realized the immense potential of the sports universe, including traditional modalities and the popular eSports. 

But how do these partnerships work and what strategies are being used to maximize results? We’ll understand in today’s article, stay here to check it out!

How did sports sponsorships become strategic?

Sports sponsorships are no longer just a logo on uniforms and arenas. Today, brands seek deeper and more engaging connections with fans, leveraging digital platforms and creating interactive experiences. 

According to a study by Nielsen Sports, 81% of global consumers prefer to buy products from brands associated with sporting events.

Among the main reasons that drive investments in sponsorships are:

• The large audience and fan loyalty
• The ability to create emotional identification with consumers
• Increasing engagement through activations and digital content
• Strengthening corporate image and association with sporting values
• The exponential growth of online sports broadcasts
• The potential for globalization of brands, reaching different markets simultaneously
• The development of new technologies for audience analysis and segmentation

Also read: The Best Esports Games of All Time: Which Titles Dominated the Scene? – Iynza.

Main modalities that receive investments

Sponsorship in sports covers several categories, from traditional sports to virtual competitions. 

Some of the most attractive modalities for brands include:

1. Soccer 

With billions of fans around the world, it is the main sponsored sport, involving clubs, players and tournaments. 

Technology companies, banks and beverage brands are among the biggest sponsors. 

Furthermore, player image rights contracts further boost investments.

2. Basketball 

The NBA attracts major global sponsors due to its visibility and innovation in sports marketing. 

Furthermore, the league has expanded its international presence, arousing even more interest from brands. Programs like the NBA Global Games guarantee exposure on different continents.

3. Motorsport 

Formula 1 and NASCAR offer visibility across a highly targeted and loyal audience. Teams often have multiple sponsors, ranging from car manufacturers to telecommunications companies. 

With the adoption of sustainable fuels, motorsport also attracts brands focused on ecological innovation.

4. eSports 

Games like League of Legends, Counter-Strike and Valorant have gained a young and engaged audience, sparking the interest of large companies.

Therefore, streaming platforms, hardware manufacturers and even digital banks are increasingly investing in this segment. 

Major tournaments like The International and Worlds offer lucrative opportunities for advertisers.

5. Martial arts and combat sports – 

UFC and other organizations generate great returns for sponsors due to highly engaged audiences. 

Therefore, sportswear and nutritional supplement brands stand out in this sector. The partnership between fighters and big brands generates advertising campaigns that expand the influence of athletes.

6. Tennis and golf 

These modalities are especially attractive for luxury and technology brands, which seek an association with sophistication and high performance. 

Additionally, events such as Wimbledon and The Masters are widely broadcast globally, increasing exposure for sponsors.

Innovative strategies in sports sponsorships

Brands are investing in increasingly sophisticated strategies to ensure that their investments generate significant returns. Some of the trends include:

Digital sponsorship and online activations: 

Brands explore social media, live streaming and real-time interaction to engage audiences. 

Additionally, the use of artificial intelligence to personalize the fan experience is also growing. 

Partnerships with platforms like Twitch and YouTube Gaming expand the reach of campaigns.

Immersive experiences: 

Augmented and virtual reality allow fans to interact with sponsors in innovative ways. 

Major sporting events already implement experiences that bring fans and athletes closer, such as technologies such as holograms and 360º broadcasts that make the experience more immersive.

Sustainable partnerships: 

Companies are associating their brands with environmental projects within sport, reinforcing their commitment to sustainability. 

One example is Formula E, which promotes racing with electric cars and attracts companies committed to environmental responsibility. 

Therefore, carbon neutralization actions at sporting events have also been widely adopted.

Influencer Marketing: 

Athletes and gamers are used as brand ambassadors, creating authentic connections with fans. 

This humanizes the brand and generates more credibility in marketing campaigns. The involvement of sports personalities on social media expands the reach of campaigns.

Naming rights and exclusivity: 

Some companies invest in acquiring the names of stadiums and competitions, ensuring a direct and long-term association with a highly visible sporting event. Examples include the Allianz Arena and the Etihad Stadium.

Use of data and analytics: 

Data analysis allows brands to better understand fans’ habits and target their investments more efficiently. 

Companies like Amazon and Google already use data to target campaigns and sponsorships in sports. 

This is because personalizing sponsored content improves the user experience and generates more conversions.

The impact of sports sponsorships on global investments

The sports sponsorship market generates billions annually. According to PwC, the sector is expected to grow 6% per year until 2026, driven by digital and the expansion of eSports. 

Below, a comparison between the sectors that invest the most in sport:

With increasing digitalization, brands have explored the potential of sports streaming and social media to reach specific audiences and measure return on investment more accurately. 

Furthermore, the expansion of 5G promises to revolutionize sports broadcasting, making experiences even more immersive.

Relevant quote

“Sport has the power to transform and mobilize the world.” – Nelson Mandela

Conclusion

Sports sponsorships are essential for the growth of sports and for strengthening the presence of brands in the market. 

Companies that understand the dynamics of sports engagement are able to maximize their returns and build lasting relationships with fans.

With the evolution of technology and marketing strategies, the future of sponsorship promises to be even more innovative and impactful. 

Furthermore, the growing professionalization of eSports opens up new opportunities for brands that want to explore this dynamic and digitalized universe. 

Therefore, the challenge for companies will be to balance investment and authenticity, ensuring that their actions are well received by the target audience and generate positive results in the long term.

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