{"id":237979,"date":"2019-02-26T23:00:00","date_gmt":"2019-02-26T22:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/sport-sponsorship-sponsorship-activation\/"},"modified":"2025-07-20T00:13:40","modified_gmt":"2025-07-19T22:13:40","slug":"sport-sponsorship-sponsorship-activation","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/sport-sponsorship-sponsorship-activation\/","title":{"rendered":"Sport sponsorship: what is sponsorship activation?"},"content":{"rendered":"

It\u2019s a term you\u2019re likely to hear over and over again when it comes to sports sponsorship, but it doesn\u2019t necessarily mean you know its definition. So, what is sponsorship activation?<\/strong> And how can you ensure that it goes well when it comes to your own sports sponsorship campaign?<\/p>\n

What is the sponsorship activation?<\/strong><\/h2>\n

In short, sponsorship activation is the system of actions you need to put in place in order to get the maximum value out of your sports sponsorship campaign<\/strong>: kicking it off into the world, whether that\u2019s via the release of digital or physical marketing materials, the posting of content on social media, the unveiling of billboards or banners at sporting events, taking guests to races or matches, or any other aspect of your campaign.<\/p>\n

For a more comprehensive definition that answers the question \u201cWhat is sponsorship activation<\/strong>?\u201d see our article here<\/a>.<\/p>\n

The importance of timing in sponsorship activation <\/strong><\/h2>\n

One of the most important things you need to be aware of when it comes to sports sponsorship activation is timing\u2014that is, ensuring that you begin spreading your message at the exact moment that potential customers are most likely to receive<\/strong> and engage with it.<\/p>\n

For example, if you\u2019re sponsoring MotoGP,<\/strong> your activation is unlikely to be best positioned if it begins in the off-season\u2014you\u2019re much better advised to launch your campaign with the start of the year\u2019s races, when all eyes are on the riders and teams are gearing up to compete fiercely for the months ahead.<\/p>\n

Timing your digital activation<\/strong><\/h3>\n

It also stands to reason that you will want to activate the digital and\/or social aspects of your campaign at the same or at a very similar time to your physical assets<\/strong>\u2014that way, fans searching online after games or during tournaments (or via the now-famous second screen) are at an increased likelihood of coming across your branding once more, thus reinforcing your message.<\/p>\n

How to make sure your sponsorship activation goes according to plan <\/strong><\/h2>\n

\u00a0<\/strong>There are a few things that you can do to make sure your sponsorship activation offers a successful start to your campaign:<\/p>\n