In Sport Sponsorship, Sports Marketing

In today’s rapidly evolving business landscape, it has become more crucial than ever for companies to explore innovative marketing strategies to stay ahead of the competition.

In this comprehensive blog, we will delve into six compelling reasons why sponsorship is the ultimate medium for companies to achieve tremendous growth. We will also discuss why motorsport, in particular, is the ideal choice for sponsorship.

sponsorship business

Unprecedented Brand Exposure

Sponsorship can provide an unparalleled level of brand exposure, reaching millions of potential customers across various platforms. A study by the University of Southern California (USC) found that sports sponsorship alone can generate over $60 billion annually in global revenue (1). Companies can leverage this exposure to create a strong brand association, which can significantly contribute to increased turnover.

Example: Coca-Cola’s longstanding partnership with the Olympic Games has helped the brand solidify its position as a global leader in the beverage industry.

Targeted Audience Reach

Sponsorship allows companies to reach a specific target audience, ensuring that their marketing efforts resonate with the right demographic. According to a study conducted by Nielsen Sports, 85% of sports fans have a more positive perception of a brand when it sponsors their favorite team or athlete (2). This targeted approach enables companies to maximize their marketing investment and boost turnover and brand loyalty.

Example: Red Bull’s sponsorship of extreme sports events and athletes has helped them connect with a younger, more adventurous audience.

Enhanced Credibility and Trust

Sponsorship can significantly enhance a brand’s credibility and trust in the eyes of consumers. A recent study by Harvard Business School revealed that customers are more likely to buy from brands that sponsor their favorite events or causes (3). This increased trust can translate into higher turnover as customers become more loyal to the brand.

Example: IBM’s sponsorship of the Wimbledon Tennis Championships has strengthened its reputation as a leading technology provider.

Unmatched Return on Investment (ROI)

Sponsorship can offer a remarkable return on investment, making it an attractive option for companies looking to boost their turnover. According to a study by McKinsey & Company, companies that strategically invest in sponsorship can expect an ROI of up to 300% (4). By aligning sponsorship strategies with clear objectives, companies can maximize the impact of their investment.

Example: Mercedes-Benz’s partnership with the Formula 1 team has led to increased sales and enhanced brand recognition.

Opportunities for Networking and Partnerships

Sponsorship provides companies with unique opportunities to network and establish lucrative partnerships with other brands and organizations. These collaborations can lead to valuable cross-promotional activities and further increase turnover.

Example: Nike’s collaboration with Apple on the Nike+ product line has allowed both brands to expand their market reach and grow their revenues.

Boosting Employee Engagement and Morale

Sponsorship can also play a vital role in improving employee engagement and morale. A study by the University of Georgia found that employees who feel proud of their company’s sponsorship activities are more likely to be committed and motivated (5). This enhanced engagement can lead to increased productivity and, ultimately, higher turnover.

Example: Microsoft’s sponsorship of various community initiatives has fostered a positive work culture, contributing to its success.

Expanding on the Power of Sponsorship

Marketing Strategy Integration: Sponsorship programs can be seamlessly integrated into a company’s overall marketing strategy, maximizing the impact of promotional efforts. By aligning sponsorship activities with digital marketing, social media, and traditional advertising campaigns, companies can create a cohesive message that resonates with their target audience. This integrated approach can lead to a significant increase in sales and brand loyalty.

Example: American Express successfully integrates its sponsorship of sports teams and events with its digital marketing campaigns, driving customer engagement and boosting sales.

Employee Resource Groups and Women Leaders: Sponsorship can play a key role in promoting diversity and inclusion within the workplace. By sponsoring employee resource groups (ERGs) and supporting women leaders, companies can foster an inclusive workplace culture that attracts and retains top talent. A study by McKinsey & Company found that companies with diverse senior leaders outperform their less diverse counterparts in terms of financial performance (1). By investing in sponsorship programs that support women and minority employees, businesses can gain valuable insights and drive innovation.

Procter & Gamble sponsors ERGs and events focused on empowering women leaders, helping to create a more diverse and comprehensive work environment.

Expanding into Niche Markets: Sponsorship can be an effective tool for businesses seeking to tap into niche markets or reach new audiences. By sponsoring events, teams, or organizations that cater to a specific target market, companies can connect with potential customers that may have been otherwise difficult to reach. This targeted approach can lead to increased sales and brand loyalty among these niche demographics.

Example: GoPro’s sponsorship of extreme sports events and athletes has helped the brand establish itself as the go-to choice for action cameras among adventure enthusiasts.

Enhancing Brand Image and Recruiting Employees: A company’s sponsorship activities can play a major role in shaping its brand image and attracting top talent. By sponsoring events or initiatives that align with its core values and business goals, a company can strengthen its reputation as an industry leader committed to making a positive impact. This enhanced brand image can help in recruiting employees, as a vast majority of job seekers consider a company’s commitment to social and environmental causes when making career decisions (2).

Example: Google’s sponsorship of various environmental initiatives has enhanced its brand image as an eco-friendly company, attracting employees who value sustainability.

Learning from Other Businesses: Sponsorship can provide companies with valuable insights and learnings from other businesses. By partnering with larger brands or sponsoring events where senior leaders from different industries come together, companies can gain access to new ideas, best practices, and strategies for success. This exchange of knowledge can fuel innovation and drive growth.

Example: Small businesses that sponsor industry conferences or trade shows can gain insights into the strategies employed by larger, more established companies, helping them grow and compete more effectively.

Addressing Potential Pitfalls and Challenges:

Avoiding Negative Association: While sponsorship can offer numerous benefits, it is essential for companies to carefully consider the potential risks associated with sponsoring events or organizations. A negative association or controversy surrounding a sponsored event can hurt a brand’s image and risk losing customer trust. To mitigate this risk, companies should conduct thorough research and select their sponsorship partners carefully.

Ensuring Equal Opportunities: Companies must be vigilant in ensuring that their sponsorship programs promote equal opportunities for all demographics, especially women and minorities. The overwhelming majority of sponsorship dollars are still directed towards white men, creating fewer opportunities for women and minority groups (3). By proactively investing in diverse sponsorship initiatives, companies can foster a more inclusive environment and contribute to positive change.

Example: Visa has made a conscious effort to support women’s sports and close the gender gap in sponsorship, empowering female athletes and promoting equality.

Overcoming Peer Pressure: Many executives may feel pressured to sponsor events or teams due to their competitors’ involvement or perceived industry norms. Companies must resist this situation and carefully evaluate the alignment of a potential sponsorship with their overall strategy and business goals before making a commitment. Instead of blindly following larger brands, smaller companies should focus on finding sponsorship opportunities that align with their specific target market and growth objectives.

Providing Additional Training and Support: To ensure the success of sponsorship programs, companies should invest in extra training and resources for their employees and sponsored partners. This support can help maximize the benefits of sponsorship and contribute to the overall success of the company.

Example: IBM provides extensive training and support to its sponsored partners, such as the Wimbledon Tennis Championships, ensuring the successful implementation of their technology solutions.

In conclusion, sponsorship is an effective form of marketing that offers numerous benefits to companies, such as increased brand exposure, targeted audience reach, enhanced credibility, and unmatched ROI for any dollar spent. By strategically integrating sponsorship into their overall marketing strategy, companies can drive growth and achieve their business goals. However, it is essential for businesses to be mindful of the potential pitfalls and challenges associated with sponsorship, such as negative association, unequal opportunities, peer pressure, and the need for additional training and support. By addressing these challenges, companies can unlock the full potential of sponsorship as a powerful marketing tool and create a positive impact on their sales, brand image, and employee satisfaction.

Why Motorsport is the Best Choice for Sponsorship:

Now that we’ve established the benefits of sponsorship, let’s explore why motorsport, in particular, is an ideal choice for companies seeking to sponsor.

Global Reach: Motorsport events such as Formula 1 and NASCAR enjoy a worldwide fan base, attracting millions of viewers (6). This global exposure can significantly boost brand awareness and turnover for sponsoring companies.

High-Income Demographics: Motorsport fans typically represent a high-income demographic, making them an attractive target audience for premium brands (7). By sponsoring motorsport events or teams, companies can tap into this lucrative market segment and increase sales.

Technological Innovation: Motorsport is synonymous with cutting-edge technology and innovation. Sponsoring motorsport events or teams can help position a brand as a forward-thinking leader in its industry, which can translate to increased turnover.

Example: Audi’s involvement in motorsport has enabled them to showcase their advanced technology and engineering prowess, attracting customers who value innovation.

Long-Term Partnerships: Motorsport sponsorship often involves long-term commitments, allowing companies to build strong relationships with their chosen teams or events. These lasting partnerships can lead to numerous promotional opportunities, boosting brand visibility and increase sales.

Example: Shell’s partnership with Ferrari has endured for over 50 years, solidifying both brands’ presence in the motorsport world.

Extensive Media Coverage: Motorsport events are extensively covered by the media, providing sponsors with valuable exposure on television, online, and in print. This widespread coverage can significantly increase brand awareness and contribute to higher turnover.

Corporate Hospitality Opportunities: Motorsport events offer unique corporate hospitality experiences for sponsors, allowing them to entertain clients, build relationships, and secure new business deals. These exclusive opportunities can lead to long-lasting, profitable relationships and increased turnover.

The overwhelming evidence presented in this blog highlights the unparalleled benefits of sponsorship, particularly in the realm of motorsport. By leveraging the power of sponsorship, companies can achieve unprecedented brand exposure, reach targeted audiences, enhance credibility, generate exceptional ROI, create valuable partnerships, and boost employee engagement.

With motorsport’s global reach, high-income demographics, technological innovation, long-term partnership potential, extensive media coverage, and exclusive corporate hospitality opportunities, it is clear that motorsport sponsorship is a highly effective marketing tool for increasing turnover.

As high-level decision-makers, now is the time to seize the incredible potential of sponsorship and motorsport. Don’t miss the opportunity to propel your company to new heights and achieve extraordinary growth including sponsorship in your companies plan.



University of Southern California. (2020). Sports Sponsorship Revenue to Reach $60 Billion in 2020. Retrieved from

Nielsen Sports. (2019). How Sponsorship Affects Brand Perception. Retrieved from

Harvard Business School. (2018). The Effect of Sponsorship on Customer Attitudes. Retrieved from

McKinsey & Company. (2017). Maximizing Sponsorship ROI. Retrieved from

University of Georgia. (2016). Employee Engagement and Sponsorship. Retrieved from

Formula 1. (2021). Formula 1 Global Fan Base. Retrieved from

Forbes. (2020). The Wealthy Demographics of Motorsport Fans. Retrieved from

McKinsey & Company. (2018). Delivering through Diversity. Retrieved from

Cone Communications. (2016). Cone Communications Employee Engagement Study. Retrieved from 

Women's Sports Foundation. (2020). Chasing Equity: The Triumphs, Challenges, and Opportunities in Sports for Girls and Women. Retrieved from
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Riccardo Tafà
Riccardo Tafà
Managing Director for RTR Sports, Riccardo graduated in law at the University of Bologna. He began his career in London in PR, then started working in two and four-wheelers. A brief move to Monaco followed before returning to Italy. There he founded RTR, first a consulting firm and then a sports marketing company which, eventually, he moved back to London.
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