The essence of change: Why do brands change teams?

Strategic brand alignment

In the sports marketing, alignment between a brand and a team or athlete is essential. Partnering with a team that represents the company’s values and mission can create a powerful synergy, amplifying market presence. A technology company, for example, should choose a team that represents innovation, while a sustainability-oriented brand might prefer a team committed to green initiatives or easily accessible sports.

Changing the sponsored sports property allows the brand to realign itself strategically, more accurately reflecting its current identity and aspirations.

Expanding and maximizing visibility

Choosing a new team or athlete can provide the brand with unprecedented visibility. Sponsoring a team with a large fan base or one that participates in international competitions can extend the brand’s reach to a wider and more diverse audience. Every event, game, or public appearance becomes a showcase for the brand. In addition, entering new geographic or demographic markets can open up unexpected business opportunities, increasing brand awareness and potentially sales as well.

Innovation at the forefront

Associating with innovation is a competitive advantage. Choosing to sponsor a sport that embraces the latest technologies can position the brand as a leader in its field. In addition to benefiting from the team’s innovative image, these partnerships can lead to collaborations on projects that add value to both parties, increasing the brand’s credibility and relevance.

Case in point: Marlboro and Scuderia Ferrari

A prime example of how a change in sponsorship can have a major impact is Marlboro ‘s decision to focus its partnership exclusively on Scuderia Ferrari, abandoning the other Formula 1 teams.

Marlboro and Ferrari: An unbreakable bond

In the 1970s and 1980s, Marlboro was a major sponsor in Formula 1, associated with high-profile teams such as McLaren, BRM and Alfa Romeo. However, in the mid-1990s, Philip Morris International, owner of Marlboro, decided to focus its presence in F1 exclusively on Scuderia Ferrari.

This strategic choice was driven by the desire to create a stronger and more recognizable link with an iconic team, maximizing the brand’s impact in the racing world. The partnership between Marlboro and Ferrari became one of the longest and most recognizable in the history of Formula 1.

Despite increasing restrictions on tobacco advertising, the partnership continued in various forms. Marlboro found innovative ways to maintain its presence, such as using barcodes and subliminal symbols on cars, managing to remain associated with Ferrari without violating regulations.

The impact on marketing and brand perception

Marlboro’s decision to tie itself exclusively to Ferrari allowed the brand to solidify its identity within the Formula 1 ecosystem. This strategy created an emotional bond with Ferrari fans, many of whom automatically associated red cars with Marlboro’s packaging.

This example demonstrates how a change in sponsorship can strengthen a brand’s position, adapting to industry restrictions without losing visibility. The partnership with Ferrari has allowed Marlboro to maintain high visibility by leveraging the team’s prestige and global appeal.

The tangible benefits of changing sponsorship

Implement new marketing strategies

A new sports partner presents an ideal opportunity to explore innovative marketing strategies. It is the perfect opportunity to tell the brand story in a new way, taking advantage of the unique characteristics of the new team. Targeted campaigns can be designed that emotionally engage fans, creating a stronger bond between the brand and the audience. In addition, exclusive collaborations, special events, and customized content can distinguish the brand from competitors, increasing customer loyalty and engagement.

Adapting to new market trends

The world of sports is constantly evolving, influenced by social, cultural and technological trends. Changing teams allows a brand to remain agile and responsive, adapting quickly to new market dynamics. If a sport or athlete is gaining popularity, associating with them can be a strategic move to capitalize on this trend. At the same time, it can be an opportunity to end partnerships that no longer reflect the brand’s values or goals, ensuring consistency in communication and corporate image.

Gain a unique competitive advantage

In a saturated market, differentiation is key. Changing sponsorship can give the brand the competitive edge it needs to stand out. Associating with a winning team or prominent athlete can strengthen the brand’s perception as a leader in its industry, increasing consumer trust. In addition, exclusive partnerships with teams and athletes can create unique experiential marketing opportunities, providing customers with memorable experiences that reinforce brand loyalty.

Challenges to consider: What to consider before changing

The risk of losing brand identity

Despite the potential benefits, changing sponsorship also carries risks. One of the main ones is the possibility of confusing consumers about brand identity. If the brand has long been associated with a particular team or athlete, the change could destabilize public perception. It is crucial to ensure that the new partnership is aligned with the brand’s values and personality and that the transition is managed with clear and strategic communication to maintain message consistency.

Negative reactions from fans

Fans are the heart of sports, and their opinions can significantly influence the success of a sponsorship. A change might be met with skepticism or even hostility, especially if it involves historical rivalries or deep feelings. Take, for example, the immediate reaction of part of the Italian public to the announcement of Marquez ‘s move to Ducati in 2025. The brand needs to be sensitive to these dynamics, involving fans in the transition and demonstrating how the new partnership can bring value to the community. Targeted engagement strategies and transparent communication can help mitigate negative reactions.

Turning vision into reality

Changing sponsorship in the sports world is not a decision to be taken lightly, but it can be a tremendous opportunity to transform a brand’s marketing strategy. By aligning with a new team or athlete, the brand can refresh its image, reach new audiences and stand out from competitors. However, it is essential to approach the change with a well-planned strategy, aware of the challenges and ready to handle them effectively.

In marketing, innovation and adaptability are key to emerging and thriving, and sports marketing is no exception.