In Sport Sponsorship

Sometimes sports sponsorships grant a bonus to athletes or teams linked to their results. The team winning the Champions League, the driver who becomes world champion, the National team that wins the World Cup or the tennis player who wins a Slam… here are some examples of exceptional results that give teams and athletes the opportunity to pocket a bonus.

Great results obviously are followed by an increase in visibility and prestige for the brands that have supported the adventure and, if the contract contemplates it, the athlete or the team are rewarded for the greater visibility and prestige obtained.

In general, sponsors are happy to pay an extra in exchange for this boost…And many times they are even happier because they use the insurance tool to cover the “risk” that their protégés behave very well.

Proper brokers

Actually, there are brokers specialized in covering these risks: in this scenario, the bonus is covered by insurance.  

It is the same mechanism that you have certainly seen used in highly-rumored promotional actions.

An example? The classic “Hole in one” of golf that provides that, if you make a hole in one shot, the lucky player wins a millionaire prize or, to refer to very popular activities in the consumer electronics sector, sales promotion of large TV screens on the occasion of the World Cup with the promise of restitution of the price if the National team wins the event.

In the same way, we can and we should cover the beautiful risk that our team or our athlete achieve exceptional results, because if they do they can put us in trouble having to pull out an extra budget for the prize.

Mitigating the risk

So it is good to mitigate the risk by turning to one of the specialized operators.

You pay the policy at the beginning of the year – a real bet – which has a certain cost and can be immediately included in the budget, and we have the opportunity to always rejoice for our colors without having to worry about the wallet.

Here is the umpteenth voice to remember when we think about our sponsorship plan. We must take care to think about all the budget items, even the ones that come following exceptional results.

Riccardo Tafà
Riccardo Tafà
Riccardo nasce a Giulianova, si laurea in legge all’Università di Bologna e decide di fare altro, dopo un passaggio all’ ISFORP (istituto formazione relazioni pubbliche) di Milano si sposta in Inghilterra. Inizia la sua carriera lavorativa a Londra nelle PR, prima da MSP Communication e poi da Counsel Limited. Successivamente, seguendo la sua insana passione per lo sport, si trasferisce da SDC di Jean Paul Libert ed inizia a lavorare nelle due e nelle 4 ruote, siamo al 1991/1992. Segue un breve passaggio a Monaco, dove affianca il titolare di Pro COM, agenzia di sports marketing fondata da Nelson Piquet. Rientra in Italia e inizia ad operare in prima persona come RTR, prima studio di consulenza e poi società di marketing sportivo. Nel lontanissimo 2001 RTR vince il premio ESCA per la realizzazione del miglior progetto di MKTG sportivo in Italia nell’anno 2000. RTR tra l’altro ottiene il maggior punteggio tra tutte le categorie e rappresenta L’Italia nel Contest Europeo Esca. Da quel momento, RTR non parteciperà più ad altri premi nazionali o internazionali. Nel corso degli anni si toglie alcune soddisfazioni e ingoia un sacco di rospi. Ma è ancora qua, scrive in maniera disincantata e semplice, con l’obiettivo di dare consigli pratici (non richiesti) e spunti di riflessione.
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