In Sport Sponsorship

Anybody who has ever attended a great sports event can tell you how exciting, strong and inclusive is to be part of thousands of people chanting at their heroes. It is a unique feeling that lasts long and you end up craving for more, Sundays after Sundays: a sort of ritual that brings us back in the old days in which tribes gathered to celebrate together…

How does sponsorship affect customer behaviour?

It is our ritual and can be connected to different sports religions because for a fan his or her team is nothing short than a religion. It is something to believe in, something to talk about and something to worship every week. But how can such a strong link between a sports team and a fan/customer affect his/her purchase intention?

I attach here a simple scheme to show you how it works,


how does sponsorship affect sport

And here is a recent research whose results go the same way: “Analyzing the influence of attitude towards sponsor and sponsorship awareness to purchase intention in Manado (case study: MotoGP)”

You can download a PDF of it at this link

The research underlines that Sponsorship creates a positive attitude towards the brand that results in purchase intention.

It is clear by now, that sponsorship is a flexible tool that gives multiple opportunities to companies: brand awareness, opportunities for public relations and hospitality at events, promotional and engagement activities, storytelling possibilities up to and including Licensing.
Now add to all of this an indisputable ability to impact sales

And if this is not enough, keep buying those ads on the telly, but please go once to an event, and take a plunge in the atmosphere, enjoy yourself, consider the engagement activities, the PR opportunities and the use of the Hospitality…and repent if you are not involved yet.

Now that it is clear that a partnership with your beloved team can impact on the bottom line and armed with a scientific explanation you can unleash your passion without feeling guilty…Because sponsoring your long-loved team can actually do wonder for your company as well.

If you wish to have more information about sponsorships read What is a Sponsorship Activation and please contact us at our email address:


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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