As marketing strategies have evolved, none – which companies and organizations use to reach consumers – has undergone more transformation than sponsorship for advertising purposes.
It has gone from being a mere novelty in which brands pay to partner with great’ properties in sports, arts, and entertainment to being the most important tactic in the world of brand marketing and mass advertising.
According to ESP Properties, total investment in sponsorships worldwide – by 2018 – will reach $66 billion. In the United States, they estimate that it will reach $24 billion, sponsoring sports, cultural and other activities, for advertising purposes.
From nothing to billions
In modern times, some of the first corporate sponsorships came with the rise of the mass media. Radio and television flourished thanks to corporate sponsorship. Between the 1980s and 1990s, corporate sponsorships became commonplace even for non-profit organizations.
In recent years, corporate sponsorship has become a routine part of the marketing of large companies to position their brands.
Importance of sponsors
Obtaining sponsors is the backbone of any event or activity. Without a successful sponsorship campaign, it is not easy to organize events that are profitable. Whether a seminar, exhibition or sporting event is organized, to make a profit, it is necessary to have one or more sponsors.
Acquiring sponsors for an event provides the necessary funds to reduce the cost of entry for attendees and additionally helps to expose the brand.
In many cases, the amount of the tickets does not coincide with the financial investment required to make the events possible. In this way, sponsorship becomes the financial cornerstone of a huge number of events.
These cases are mentioned only as examples, the teams and players they sponsor are not an exhaustive list in any case.
PUMA, founded in 1948, sells football, basketball, athletics, golf, motorsport and cricket teams. Over the years, it has been present in many sports sponsoring well-known athletes and teams.
He has sponsored great tennis players such as Guillermo Vilas, Boris Becker, Serena Williams.
In football, they have sponsored players such as Pelé, Eusébio, Maradona, John Cruijff, Robert Pirès and many others.
Since its foundation in 1971, Nike has become the world’s number one sneaker and sports shoe.
The football teams it sponsors or has sponsored include Boca Juniors, Arsenal, Manchester City, Manchester United, Juventus, Barcelona,
In tennis Juan Martin del Potro, Rafael Nadal, Roger Federer, Maria Sharapova and Serena Williams.
In football, you can count Cristiano Ronaldo, Wayne Rooney, and Wesley Sneijder.