In Sport Sponsorship

how does sponsorship work?

Why begging for attention if you can be worshipped by your customer?

There is no point in interrupting and begging someone for their attention when your brand can be embedded in something that your customers really want to watch and that they like.  That’s exactly how sponsorship works.

Moreover, advertising after hindering what the audience has chosen to do (e.g. watching a movie) shows them products and services that most of the time they do not need and they are not looking for.

Advertising and Brand Awareness

Good for brand awareness you’d say…but are you sure that these continuous interruptions won’t generate resentment in the people on whom advertisers endlessly force insurance policies, biscuits, cars, holiday packages and funeral services (have a look at this commercial if you don’t believe me)  that they obviously don’t want to buy at the moment?

The 3% rule

Tells you that just 3% of the viewers are ready to buy

So if only 3% of those watching our commercial is looking for our product 97% of people do not find the commercial relevant, they are not interested and maybe they will get up and go to drink a glass of water, make a phone call or looking at their social.

May I?

Have you ever considered that when entering someone’s place it is good courtesy to knock on the door and ask for permission? And that the less invasive you are the better it is?

Obviously, this is not the way advertising works and that’s why the long love story between the public and commercials is finished. Even the relatively young Digital advertising industry is in trouble, and that’s why the savviest companies are looking very much for more efficiency on that side as well.

How can we address this situation?

How can we communicate effectively and efficiently without wasting time, money and effort?

Let’s put our logo where 100% of the consumers’ attention is focused! It is a simple process, easy to understand: we put our brand on a show that they love to watch.

If we do it, the viewers will connect said brand to something that they like and that, being associated with a show that is relevant to them will be perceived as positive.

We will show only the brand and we will not try to sell anything, (we also know that only 3 out of 100 people are ready to buy).
By doing so we will build a relationship with our target and in due time they will reward us with their preference for our brand.
The aim is to keep our brand top of mind and appreciated until the time they need it.

In fact, we will engage our target without interrupting it before it will need us, we will make ourselves known without being intrusive. We will be seen by our potential customers over time, in pleasant moments and we will become family members first and then favorites until our brand will become their choice when they have a need to satisfy. And they will satisfy that need choosing our products instead of the competitors’ one.

Let’s say that you have a friend who sells clothing and, today, you need a shirt.  I am sure that it is highly likely that you will go to your friend’s shop  before considering alternatives

To sum it up

By sponsoring you will be recognized and associated with something that your target appreciates. The target will remember your brand when it needs to buy the goods or service your company produces or delivers.

By doing so, you will not only address the 3% of people that has an urgent need but you will talk to all the people who will potentially need you in the future.

With sponsorship, you will build a relationship based on the shared passion that leads to trust for brands and products that will ultimately result in increased sales: that’s how sponsorship works.

Clicking this link you can consult an interesting research that deepens the link between sponsorship and purchasing behavior.

Inside the piece, you will also find a link to download an abstract of the research.

If you wish to have more information on sponsorships read Sponsorship Activation and please contact us at our email



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.
Recent Posts

Leave a Comment

Difference between sponsorship and partnership in sports