In Sport News, Sports Marketing

A title sponsor (also sometimes known as a “naming sponsor”, “gold sponsor” or “worldwide sponsor”) is the most important type of sponsorship for sports team – excluding maybe they’re the kit supplier.

Because of the importance of the title sponsor position, brands taking this mantle can benefit from most of the marketing rights linked to the team. The sponsorship naming rights, are for example, the opportunity to use the team’s name and image in any relevant communication and promotional activities.

In certain sports, the title sponsor may also have influence upon the name and colours of the teams’ liveries or uniforms. This is common in basketball, MotoGP, F1 and cycling, amongst other sports, but is seen less in football.

Here are some examples of how title sponsorship can be successfully exploited.

What is a title sponsorship and what benefits are linked to this specific program?

  • The logo of the title sponsor being displayed on a team’s car, bike, kit, or other official apparel
  • The logo being displayed in the team’s printed material, for example on TV backdrops, in magazines and newsletters, on posters and headed paper, and so on
  • Title sponsor featuring extensively on sports team’s website and through its social media channels
  • Title sponsor’s products frequently showcased to the team’s fans
  • The reach of the team used to leverage competitions and offers that showcase the sponsor’s products or services
  • The title sponsor having access to players, drivers, riders and athletes for events such as trade shows
  • The chance to organise hospitality events and B2B opportunities at the event in which the sports team is present or competing

Basically, as a title sponsor you will have many powerful opportunities to exploit the partnership you’ve signed with the team or individual – the only limit you have will be the time and capabilities you have to implement the myriad of possibilities at your disposal!

That’s why a sponsor should always rely on experienced sports marketing agencies, who are capable of presenting solutions in a straightforward and expert manner.

This is where RTR Sports Marketing comes in. Sometimes, we see companies approaching sports sponsorship without a clear strategy – and often we see them leaving after a short time, convinced that it’s not the right solution for them.

We want to avoid this happening. After all, if you look at the list of Fortune 500 companies you’ll see that many have been involved in sports sponsorship, many as title sponsors – so it’s clear that, when managed in the correct way, this solution can be a hugely effective one. 

To find out how title sponsorship can work for you email us on

Title sponsor or presenting sponsor?

What’s the difference between a title sponsor and a presenting sponsor and what are the benefit of becoming a title sponsor? These are valid question, and one that’s asked a lot by those looking to venture into the sports sponsorship arena.

Essentially, whilst a title sponsor is likely to be the main partner of a team, a presenting sponsor is likely to be a key partner for an event. The marketing rights that are part of the sponsorship package are similar in both cases, whilst the differences might be linked to the nature of the activity and the industry of the sponsor.

Really though, the difference is in name alone – use of name or image, having the sponsor’s logo in a prominent position, appearing on the team or events’ website or social media channels and being involved with hospitality packages are all benefits that both of these types of sports sponsorship can yield.

Discover What is a Sponsorship Activation.

RTR Sports Marketing

With a 25+ year experience RTR Sports Marketing is here to help you reach your marketing and commercial goals, using motorsports as an effective communication tool. If you want to know more about motorsports sponsorship you must read MotoGP sponsorship costs.

Want to learn more about title sponsorship, presenting sponsorship, or sports marketing in general? We’re ready to talk – drop us an 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.
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