The social purpose of sponsorships
28/9/23
Report
In the 20th century, as sports sponsorships emerged, the primary focus of companies was to display company logos to create a favourable connection between the business and the sport in question. Influenced by globalisation, the development of digital and social media, the sports sponsorship industry has evolved into a multi billlion dollar business. As companies become more socially conscious, they seek opportunities to raise public awareness about social issues. The popularity and wide reach of sports make them an attractive platform for brands to show theirsocial engagement through sponsorships.
In addition, consumers have increasingly high expectations from sponsors when it comes to the brands’ concern with social issues. Sponsors should not only voice their opinions but also take action on topics like equality, inclusion and climate change. Consumers will more easily open their heart to brands who are genuinely involved in making this world a better place. And thus sponsors who have a strong social purpose, will be more successful in achieving brand impact.
In order to provide context for these developments, Blauw Sponsorship Impact analysed which societal issues sports sponsors should engage with and evaluated the degree to which they are currently effective in addressing these issues.
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About Sponsorship Impact
We have been helping international brands optimise their sponsorship strategies for over 20 years. We not only prove the brand growth that sponsoring provides, but also identify opportunities to improve sponsorship strategies.
