Every year at The Sponsor, we conduct a survey of our audience of brand and marketing leaders to ascertain what they look for in a sponsorship opportunity. The research highlights the most common factors that need to be present for brands to maximise their return on investment. The survey reveals the evolving priorities and insights on what truly defines a perfect sponsorship partner.

The perfect sponsorship partner is not merely about having a broad reach or an impeccable reputation. It’s a multi-faceted relationship that blends visibility with value alignment, audience engagement and a mutual commitment to making a positive impact.

Reputation 

Unsurprisingly, all sponsors identified the size and reach of the team or event’s audience as paramount. For some brands, particularly in the FMCG industries, this was their first, second, and third consideration when judging a new sponsorship opportunity. However, a significant portion of the respondents, particularly those from the finance and B2B sectors, identified values-based alignment as the primary area of examination.

Within these values-based alignments, responses predominantly considered a partner’s history, examining past successes and achievements. When was the team or event founded? How successful has the team or event been during its history? How does this help communicate our own heritage and trust?

Being seen as the leader or go-to provider in the market was a common theme for many sponsors. Consequently, a significant number of respondents consider a partner's perceived quality as a key criterion. What is the team or event’s current performance and reputation for success in modern times?

For tech brands in particular, infrastructure and how up to date the team or event’s physical and digital facilities are were important evaluation areas. Several luxury brands highlighted this measure by placing importance on association with best-in-class service. The final reputational brand characteristic considered by most sponsors was cultural relevance. How does the team or event behave off the pitch, and what action are they taking towards societal issues? This was particularly true of respondents from FMCG brands from the fashion and retail industry.

Audience

Despite the need for strong brand alignment between two partners, increased brand exposure remained paramount to almost all sponsors surveyed. Indeed, the single greatest benefit of sponsorship for most brands is supercharged brand awareness.

Beyond reach and exposure many individuals highlighted not only the number of eyeballs reached but whose eyeballs. One common theme was frustration with a lack of credible audience data around demographics, fan behaviour, and activity.

The results across demographics were diverse, highlighting each brand's different target audience groups, particularly concerning age demographics and affluence. However, a common thread that did emerge was the emphasis all brands place on gender ratios; even for sponsors operating in traditionally male-dominated sponsorship arenas, there was a very clear consideration of the female audience.

Social Contribution

An increasing number of sponsors identified social contributions and actions towards social challenges as important factors during the evaluation of potential partners. This theme was highlighted during the research, with 93% of respondents evaluating a team or event’s actions towards sustainability as part of their evaluation process.

85% of respondents also highlighted inclusion and equal support for female artists and athletes. These factors were followed by support for grassroots development and, most notably, support for the partner's associated community.

Experience

Collectively, across the board, the other consideration most sponsors highlighted was the extent to which clients and VIPs could be entertained through corporate hospitality. Large employers also highlighted the importance of volunteering and employee engagement within their partnership consideration and the responsiveness of those individuals charged with managing their partnership on a day-to-day basis.

Surprisingly, only a small number considered how their internal skills and know-how could help improve their partner’s offering. This is an important factor as it determines how a sponsor has helped improve an event for the fans or the wider community through their involvement. Those sponsors that demonstrate this are more likely to be perceived favourably by audiences, which impacts all those great measures of brand strength we track, like loyalty, advocacy and, most importantly, consumer behaviour, especially at the point of purchase.

While not all brands can find or afford a sponsor that ticks every one of these boxes, it is important to articulate what each brand’s perfect sponsorship partner looks like. Only then can we evaluate our hypothetical ideal sponsorship against real-world opportunities.

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Reaching high-net-worth and even ultra-high-net-worth audiences is not particularly hard, but engaging them is where it gets tricky. Hundreds of brands spend millions of dollars in sponsorship fees each year seeking to generate brand awareness amongst this valuable audience, but what is awareness without engagement?

These discerning consumers, with their keen intellect and deep concern for societal issues, demand an approach that transcends traditional sponsorship and resonates on a profound level.

In this article, we delve into innovative strategies for engaging high-net-worth audiences through sponsorship, exploring how brands can authentically align with their values and create unforgettable experiences that leave a lasting impact.

Demonstrating Shared Values

The first step in engaging high-net-worth audiences through sponsorship is by demonstrating an authentic commitment to shared values and passions. As Michel Driessen, Head of EY’s art sponsorship programme, aptly puts it:

"Art holds immense importance for both our society and our organisation, and it's equally valued by our clients. For us, it's not about displaying our logo at the biggest exhibitions. Instead, it's about reflecting and demonstrating our core values through the art we support. This unique approach enables us to establish meaningful connections with many of our clients in a context outside of work and the office. When asked what clients associate with EY beyond our audit and consulting services, our dedication to the arts always comes back top of mind."

Brands that support causes aligned with their audience's values foster stronger connections and long-term loyalty. This alignment demonstrates authenticity, builds trust, and taps into emotional resonance, leading to deeper bonds with clients differentiating themselves and driving sustained loyalty.

Exclusive Experiences

Another effective way to engage high-net-worth individuals through sponsorship is by providing them with unique experiences that money can't buy. Dr. Thomas Girst, Global Head of Cultural Engagement at BMW Group, highlights the success of BMW's Opera For All events, stating:

“BMW’s Opera For All events brings thousands of people together in major squares around the world to listen to extraordinary achievements that human beings are capable of. As part of this, we go for dinner with 50 of our Seven Series Excellence Club members together with the Chief Conductor of the London Symphony Orchestra and some of its musicians. This is a unique experience available only to our members and it helps build long-term loyalty with these highly valued clients.”

While anyone can buy a ticket with enough money, sponsorship allows brands to create truly unique, money-can't-buy experiences for valued clients. By leveraging their position as sponsors, brands curate experiences that resonate deeply, leaving lasting impressions and often lifelong memories. This is especially important for high-net-worth individuals who are accustomed to purchasing the most expensive tickets but value something more—unique experiences that money alone cannot procure. These exclusive opportunities foster strong bonds with clients, enhancing loyalty and affinity in ways that traditional transactions cannot achieve.

Audience Filtering

While value-based partnerships are essential for connecting with high-net-worth audiences, brands wishing to target this group at scale must find ways to filter the audience to target the right individuals. Sport sponsorship remains a popular choice for engaging this audience in large volume, but it remains a mass market event. Sponsors must therefore be willing to accept that a large proportion of the reached audience will never be customers and be able to pay a premium for exclusivity. Most crucially however, brands engaging in this form of sponsorship must work hard to activate their partnerships in a way that filters the general fanbase and specifically targets the desired audience.

Qatar Airways' sponsorship of Formula 1, for example, targets high earners through an exclusive partnership centred around the Paddock Club hospitality area, ensuring that their sponsorship efforts are geared specifically towards high-net-worth audiences. Luke Drake, VP of Commercial Partnerships at Qatar Airways, explains:

“Qatar Airways Formula 1 partnership includes being the presenting partner of the Paddock Club. It’s essential for us that everyone who comes into the Paddock Club has a great experience. We want to share the great experiences our business flyers have onboard with fans in the Paddock Club, giving them the best quality access, views of the track, and food and beverage. Our aim is to use our know-how and experience in service to keep moving the product quality up in Formula 1.”

Authenticity Is Key

Finally, authenticity is paramount when engaging high-net-worth audiences through sponsorship. This audience in particular is savvy and protective, and any attempts to plaster brands all over an event are likely to induce a negative reaction. When targeting HNWs brands must approach sponsorships with authenticity and genuineness, focusing on supporting and growing specific sports, art forms, or cultural events that resonate with their audience.

In conclusion, engaging high-net-worth audiences through sponsorship requires a delicate balance of aligning on values, providing unique experiences, and being authentic in actions. By filtering the right audience, aligning with shared values, and adopting a gentle approach, brands can create meaningful connections that drive long-term loyalty and success.

For those considering new sponsorships targeting high-net-worth-audiences The Sponsor has taken a look at 5 of the best events to consider here. You can also join The Sponsor and a small group of marketing leaders as we discuss best practice in the engagement of high-net-worth audiences at our upcoming roundtable debate on 25th June at the Sofitel St James, London, Register your interest here.

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Sponsorship serves as a potent tool for B2B brands, extending beyond mere brand awareness to enhance perceived stature, demonstrate core values, strengthen client relationships, inspire employees, and generate leads. While B2C brands can broadly target audiences based on demographics such as gender, age, and economic status, for B2B brands, the primary audience filter is job title.

Traditional sponsorships, often seen in cricket, rugby, and golf, are effective for large B2B brands with ample budgets targeting affluent audiences. However, for many B2B brands operating within tighter budget constraints, such an approach is inefficient, as it allows for wastage with the realisation that much of the reached audience may never become clients.

Consequently, many B2B brands find themselves limited to participating in industry conferences or awards, missing out on the benefits that sponsorship can bring. However, there exists an alternative approach.

For B2B brands aiming to target audiences by job title, a smaller partnership with a brand ambassador who authentically represents the company's values offers a compelling solution. Rather than relying on a sponsorship partner to generate widespread brand awareness, B2B brands can engage clients and enhance their perception by partnering with an ambassador who resonates with their values. This partnership can then be effectively communicated through existing channels, such as websites, social media platforms, or even email signatures.

While this approach requires additional research to identify the ideal partner, the results and value for money make it a worthwhile investment. By strategically leveraging brand ambassadors, B2B brands can achieve targeted sponsorship benefits at a fraction of the cost, ensuring that their messaging reaches the intended audience with precision and impact.

The post B2B Sponsorship Success: Harnessing Brand Ambassadors appeared first on The Sponsor.

Many organisations unintentionally find themselves entangled in a web of diverse and often disjointed sponsorship commitments. This situation typically arises when brands succumb to various requests from employees and key customers or grant local branches autonomy in making sponsorship decisions. While these seemingly innocuous partnerships may appear harmless at first, they can lead to a range of challenges that undermine the brand's identity and strategic objectives.

Mixed Messaging: A Brand's Silent Nemesis

One of the primary pitfalls of diverse sponsorship initiatives is the emergence of mixed messaging. When a brand sponsors a multitude of unrelated causes or events, customers may struggle to decipher the core values and identity of the brand. This lack of clarity can dilute the brand's message and leave customers questioning what the brand truly stands for.

The slippery slope of valuable resources

Granting numerous small sponsorship requests can be a slippery slope, with each approval leading to a cascade of additional commitments. As these sponsorships multiply, the brand may find itself stretched thin, struggling to recall the extent of its sponsorship portfolio. The more sponsorships in play, the greater the demand on resources, both in terms of time and costs, to address the inevitable challenges that arise.

Budget control: A tangled web of costs

Small-scale sponsorships may seem inconspicuous, but their cumulative costs can add up rapidly. Brands may discover that a significant portion of their budget is tied up in these diverse sponsorships, yielding minimal growth for the business. Exit strategies become challenging, leaving marketers rueing missed opportunities to allocate budget where it could have a more substantial impact on brand growth.

The path to redemption: A unified sponsorship strategy

The solution  to this fragmented disjointed sponsorship portfolio lies in the development and implementation of a single, consistent sponsorship strategy that operates seamlessly at all levels.

1. Craft Ideal Sponsor Profile: Begin by meticulously defining the qualities of your ideal sponsorship partner. Consider factors such as shared values, target audience alignment, and resonance with your business objectives. This profile will serve as a benchmark for evaluating current and future partnerships.
2. Evaluate Existing Partnerships: Conduct a comprehensive assessment of your current sponsorship portfolio. Analyse each partnership in terms of how closely it aligns with the criteria set in your ideal sponsor profile. Simultaneously, evaluate the time, effort, and resources invested in each partnership.
3. Exit Misaligned Partnerships: Swiftly identify and exit partnerships that do not align with your ideal criteria. Prioritise those showing a significant misalignment, freeing up resources and reducing the potential negative impact on your brand's messaging and identity.
4. Enhance Alignment Through Activation: For partnerships with lower alignment that cannot be immediately terminated, develop strategic activation plans. Implement initiatives that align these partnerships more closely with your key values and objectives, maximising their impact within the defined criteria.
5. Articulate Ideal Profile Criteria: Clearly define the criteria derived from your ideal sponsor profile. These criteria should guide all future sponsorship decisions, ensuring a consistent and intentional approach to partnership selection.
6. Transition to Proactive Strategy: Move from a reactive stance of approving or rejecting incoming requests to a proactive approach. Actively seek out sponsorship opportunities that align with your established values, objectives, and target audience. This proactive shift allows you to curate a portfolio that strategically contributes to your brand's growth.

In conclusion, sponsors must carefully assess the impact of small-scale sponsorships on their overall brand image. Redirecting funds towards more strategic initiatives is essential. Investing in a cohesive sponsorship strategy helps brands avoid the pitfalls of mixed messaging, regain control over valuable resources, and strategically allocate budgets for maximum impact—ultimately fortifying brand identity and contributing meaningfully to growth and success.

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As we embark on a new year, brands within the sponsorship arena are charting a course guided by key priorities that will define their strategies and engagements in 2024. The results of the European Sponsorship Association (ESA) survey unveil the top categories that have captured the attention of brand sponsors, offering valuable insights into the focal points that will shape the sponsorship landscape.

1. ESG: A Pinnacle of Purposeful Sponsorship

For the third consecutive year, Environmental, Social, and Governance (ESG) has emerged as the indisputable frontrunner, maintaining its position as the most crucial area of focus for brand sponsors. The sustained dominance of ESG signals a profound commitment among brands to align themselves with values that extend beyond business metrics. ESG, with its holistic approach to sustainability, resonates strongly with consumers who increasingly seek purpose-driven brands.

As Sam Booth, Director of Sustainability at AEG Europe, aptly puts it, "Sustainability continues to hold prominence in the long list of issues facing companies as we move into 2024." The brand sponsors' commitment to ESG reflects not only a response to consumer expectations but a genuine dedication to being agents of positive change.

2. Digital: A Dynamic Landscape of Innovation

Digital sponsorship, securing the second position in brands' priorities, highlights the ever-evolving landscape of technology and innovation. Brands are acknowledging the power of digital platforms to connect with audiences in new and dynamic ways. While the term 'digital' has broadened over the years—from transformation to activation and beyond—its relevance remains paramount in facilitating engagement and interaction with consumers.

In 2024, brands are navigating the digital realm with a keen eye on transformative technologies. The strategic use of digital platforms enables sponsors to stay agile, adapting to changing consumer behaviours and expectations. Whether through immersive experiences, virtual events, or interactive campaigns, brands are leveraging the digital landscape to create memorable and impactful sponsorships.

3. Data: Insights Driving Strategic Decision-Making

The ascent of Data to the third position underscores the growing recognition among brand sponsors of the pivotal role data plays in shaping strategic decisions. In an era where personalisation and targeted marketing are paramount, brands are investing in understanding their audience through data-driven insights. The ability to analyse and interpret data allows sponsors to tailor their sponsorships effectively, ensuring resonance with their target demographic.

The resurgence of Data in brands' top priorities suggests an industry-wide acknowledgment of its instrumental role in enhancing the effectiveness of sponsorships. In 2024, brands are delving into the wealth of data available to them, gaining a deeper understanding of audience preferences, behaviours, and trends, thereby optimising their sponsorship investments.

4. Women's Sports: Empowering Diversity and Inclusivity

While slightly down in ranking, Women's Sports remains a significant area of focus for brand sponsors, reflecting a commitment to diversity and inclusivity. The excitement generated by events like the FIFA 2023 Women’s World Cup and increased media coverage has propelled women's sports into the sponsorship spotlight.

Deloitte's announcement that women’s sport is poised to break the $1 billion barrier in 2024 adds to the momentum. Brands recognise the value and impact of supporting women's sports, not just from a financial perspective but as a statement of their commitment to equality. In 2024, brand sponsors are actively contributing to the growth and recognition of women's sports, fostering an environment where both men's and women's teams are celebrated.

In conclusion, the ESA survey results underline a strategic shift among brand sponsors towards purpose-driven initiatives, digital innovation, data-driven decision-making, and a commitment to fostering diversity and inclusivity through women's sports. These key areas will undoubtedly guide brands as they navigate the complex and dynamic landscape of sponsorships in 2024.

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Guinness has taken a giant stride in underlining the escalating worth of women's sports with its unprecedented £15 million per year sponsorship deal for the Women's Six Nations. This move comes on the heels of their pioneering sponsorship in 2019, solidifying the brand's commitment to supporting diversity and inclusion in sports.

The Women's Six Nations, formerly backed by TikTok, will now be rebranded as the "Guinness Women’s Six Nations," marking a historic moment for women's sports. Stephen O’Kelly, Diageo’s Global Brand Director for Guinness, encapsulated the brand's dedication:

"This new partnership will help support the skill and talent of the Women’s competition to surge forward towards a level playing field between the Men’s and Women’s game. It is our goal to ‘Never Settle’ until rugby is a place where everyone belongs, where we hold nothing back, and where we unite together in sport and life."

What this announcement underscores is twofold: Firstly, Guinness's substantial investment highlights the growing recognition and value that brands place on women's sports. Secondly, it signals a broader trend – the window of opportunity for brands in women's sports is shrinking. As women's sports witness a surge in attendance and exposure, more brands are entering the arena, driving up sponsorship prices.

Tom Harrison, CEO of Six Nations Rugby, acknowledged the significance, stating, "The Women’s game is the biggest growth engine for rugby, and through this partnership, Guinness will help accelerate this." This move by Guinness is not just a financial boost for women's rugby; it's a pivotal moment in affirming the sport's potential for growth, inclusivity, and equal recognition."

Guinness, as the title partner for both the Men's and Women's Six Nations, is at the forefront of shaping a new era for rugby. This groundbreaking sponsorship deal echoes the changing landscape of sports sponsorships, emphasizing the urgency for brands to seize opportunities in women's sports before the early adopter window closes.

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The Jockey Club, Britain's largest horseracing operator, has appointed CSM Sport & Entertainment as its principal sales agency for commercial rights.

Despite a drop in racecourse attendance, which fell below five million for the first time since 1995, the horseracing industry remains resilient. Challenges such as the cost-of-living crisis and post-Covid blues have impacted attendance figures, but major events like The Cheltenham Festival and The Randox Grand National continue to thrive.

While mid-tier meetings experienced declines, initiatives to enhance customer experience, like reduced capacity at Royal Ascot, have been introduced. Although attendance figures have fluctuated, the focus remains on creating value for racegoers and providing an exceptional experience.

The agreement between The Jockey Club and CSM forms part of a new approach to partnerships for Britain's largest horseracing operator, whose three feature assets – The Cheltenham Festival, The Randox Grand National and The Derby Festival – all sit in the top ten most attended sporting events in the country.

Work is already underway between CSM and The Jockey Club’s in-house commercial team to build an impactful go-to-market strategy. This aligns closely with the organisation’s new partnerships approach, which is led by its three major events and supported by opportunities across all of its 15 racecourse and 332 racedays annually.

“The Jockey Club sits at the heart of British horseracing and everything we do aims to deliver on our mission to act for the long term good of the sport.  To deliver a sustainable future for racing, its people and its horses we have to ensure our rights are delivering on their commercial potential so we can continue to reinvest. We’re delighted to be working with CSM given their track record in the industry and we look forward to seeing which brands from home and abroad look to seize this unique opportunity.”

Carey Weeks, Director of Partnerships at The Jockey Club

Using their industry insight and expertise CSM will leverage its relationships to discover new partnership opportunities from around the globe for The Jockey Club, which is the only organisation to reinvest all of its profits back into horseracing, an industry that contributes £4.1 billion and around 85,000 jobs to the UK economy every year.

“Horseracing is amongst the most followed sports in the UK, and we are thrilled to be partnering with The Jockey Club who own the rights to some of our most historic and high-profile events. Their offering is totally unique within the sport and entertainment industry, boasting genuine gender equality, more free-to-air broadcast than any other sport and an audience demographic that is broader than any other sport we currently work in.”

Mike Vandrau, CSM’s Managing Director – Rights, said

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In the final chapter of our esports sponsorship deep-dive series, we once again spoke with Benedikt Becker of Shikenso to explore real-life scenarios of esports sponsorship campaigns and their outcomes. If you missed the previous articles covering the esports landscape and audience, you can catch up here.

How can brands best engage in esports?

The first step for brands is to define their intent clearly. Are you looking for prolonged, continuous exposure? Consider sponsoring an entire league or recurring event series. But if the intent is to quickly tap into the loyal following of a particular group, collaborating with an esports team might be more fitting.

A noteworthy trend is the shift towards gaming influencers. The rationale behind this is simple – influencers, with their tailored content and dedicated fanbases, often show more power to influence and drive conversions. However, the allure of short-term gains, while tempting, can be misleading. Engaging with the esports audience isn't just about sporadic visibility; it's about forging genuine connections through authentic content. If a brand aspires to make its mark in the esports ecosystem, I recommend shifting away from treating collaborations as transactional one-offs. Instead, invest in partnerships that align with your brand vision and work towards achieving shared milestones.

Through which metrics can brands measure sponsorship campaigns? If you could pick one single metric, which one would it be?

We are often too quick to judge the success of a sponsorship purely by viewership numbers. While these numbers, readily available online and reported by media, offer just a fragment of the entire picture.

It's crucial to dissect viewership numbers to truly understand the audience. Delving deeper, brands should be looking at aspects such as geographic location, age, and gender. With the digital tools at our disposal, we can further harness data aggregated from social media profiles for a more advanced audience analysis. This offers insights into factors like brand affinity, interests, income brackets, education levels, marital status and languages spoken. Surprisingly, many brands are missing these very basics. The first step is clear: know who you're aiming to reach, and then cross-verify if your sponsorship efforts are indeed reaching that demographic.

Beyond viewership and audience specifics, brands want to comprehend their visibility. How prominently was the brand showcased during an event? For how long? How many eyes were on it during brand-visible moments? Metrics such as visibility, placements, branded impressions, and total watched hours provide these insights.

But circling back to your question about the most crucial KPI – the one metric that encapsulates the success of a sponsorship campaign – there's a standout. A KPI that considers viewership, geo-location specifics, and brand visibility. This metric is the media value.

On a side note, what's exciting is that we now have the ability to monitor brand mentions. Not only can we detect if a brand was highlighted in a shoutout or discussed in the live chat, but we can also delve into the sentiment behind these mentions. This is invaluable, giving brands a real-time pulse on how their products and services are perceived and whether they genuinely resonate with the audience. It's a fascinating avenue of data analytics, melding brand awareness with emotional responses.

What are some best practices in esports sponsorship measurement, and what does the data tell you?

Absolutely, let's talk about data! We're going to dissect three cases to understand the measurement and impact of esports sponsorships. Our journey begins with the analysis of product placement by an endemic brand during the VCT Americas League for Valorant. Next, we will turn to the world of in-game integrations witnessed at the MSI London for League of Legends. And lastly, we'll pull back to a panoramic view, exploring a spectrum of sponsorship assets that painted the landscape during the IEM Cologne for Counter-Strike.

Starting with our endemic brand spotlight, these companies, known for producing gaming-essential gear, naturally gravitated towards esports sponsorships early on. They didn't merely serve as ergonomic fixtures for the players; they morphed into the tournament's most potent visual sponsorship asset. Over the course of the event, the Secret Lab chairs amassed an astounding 2.46 billion impressions across the two broadcasting months, accounting for a staggering 11% of the total media value generated for sponsors throughout this event.

Picture: Secretlab chair during the VCT Americas 2023, Shikenso Analytics sponsor detection powered by AI

Shifting focus to in-game integrations, the Mid-Season Invitational 2023 for League of Legends served as a testament to the power of subtle yet strategic branding. Here, the so-called rift -banners are utilised to showcase the brand logos of Mercedes Benz and Mastercard. Despite the banner's diminutive size, accounting just for 0.33% of the screen size, its visibility was enormous. This small asset contributed an impressive 20% to the total media value churned out by all event partners throughout the 19 broadcasting days. The underlying success of this asset wasn't just its visibility, but its sheer placement quantity – it was captured over 600k times and garnered 8.6B impressions across the tournament. This in-game Rift Banner exemplifies the adage that "size doesn’t matter." Even smaller branding assets, when strategically integrated, can engrave an indelible mark on the minds of esports enthusiasts.

Picture: Mecedes Benz rift banner during the MSI 2023, Shikenso Analytics sponsor detection powered by AI

Lastly, we zoom out to appreciate the diverse array of sponsorship partners and assets at play during one of Counter Strike's biggest events this year, the IEM Cologne. Through our event report, the Shikenso Esports Radar, we closely tracked the eleven broadcasting days. Collectively, across the top 10 live-streaming channels the event generated a remarkable media value of €31.28m, encapsulating both global and local event partners. Intel, the event's title sponsor, emerged as the biggest winner, pocketing the lion's share of 30% of the total media value, translating to €9.4m. Looking into the integration specifics, it's fascinating to note that the backwall and transition placements were the real heroes, accounting for a massive 80% of the sponsors' media value.

Picture: Media Value Distribution of the IEM Cologne 2023, Shikenso Esports Radar

Picture: Media Value and Placement distribution of Intel during the IEM Cologne 2023, Shikenso Esports Radar

These cases underscore the multifaceted nature of esports sponsorships and the profound impacts they can have when strategically implemented.

I hope that your readers now have gained first-hand insights into the esports landscape, its unique audience, the variety of sponsorship types, and, critically, the indispensable role of analytics. The world of esports offers opportunity, and I hope to see more brands harnessing its potential.

The post Esports Series Part 3: Navigating the tides of sponsorship success in esports appeared first on The Sponsor.

Sponsorship can be a game-changer for brands seeking to elevate their presence and connect with their target audience in a meaningful way. However, diving into the world of sponsorship requires careful consideration and strategic planning. To ensure your sponsorship venture is fruitful, finding the right partner is essential. Here are six crucial components of successful sponsorship planning that brands should prioritise when considering sponsorship for the first time.

1. Brand Alignment – Shared Attributes

The first and foremost element to consider in sponsorship planning is brand alignment. It’s not just about the visibility; it’s about shared values and synergy between partners. A successful partnership reflects the desirable values that audiences associate with a team or event, quickly applied to your brand. By aligning your brand with an event or team that shares your values, you can authentically demonstrate your brand's ethos, articulating it swiftly and effectively to your audience.

2. Brand Awareness – Making Your Mark

Sponsorship offers a unique opportunity to boost brand awareness significantly. Your partnership should enhance recognition and recall among your target audience. Consider Carabao, whose sponsorship of the Carabao Cup in England led to millions of people becoming aware of their energy drink. Sponsorship provides immediate growth in awareness that would otherwise be challenging to achieve, making it a powerful tool for emerging brands.

3. Positive Contribution – Shaping Perceptions Through Actions

While traditional advertising can increase brand awareness, sponsorship goes a step further by shaping audience perceptions and behaviours. A successful sponsorship partner doesn’t just promote their brand; they positively contribute to the event or community. By enhancing fans' enjoyment, supporting young talent, or benefitting the local community, sponsors can create a positive association with their brand. It's not just about being known; it's about being liked, as people tend to buy from brands they have a positive perception of.

4. Exclusivity – Standing Out in the Crowd

In a competitive market, exclusivity matters. Being the sole industry provider associated with an event amplifies your impact. Successful sponsorship planning is about identifying opportunities aligned with your values where your competitors are less active, allowing you to own that specific sponsorship category. By doing so, your brand becomes top of mind for the audience, ensuring your marketing spend isn’t wasted by being drowned out by competitors with larger budgets.

5. Targeted Approach – Reaching the Right Audience

A targeted approach is crucial to the success of any sponsorship. Rather than sponsoring the biggest event your budget allows, focus on smaller events that align closely with your values. Leveraging these events through your own media channels ensures your message reaches your specific audience. Integrating sponsorship details into your website, social media, company documents, and even employee email signatures creates a cohesive and targeted approach, minimising wastage and maximising impact.

6. Longevity – Cultivating Long-Term Partnerships

Successful sponsorships are not short-term endeavours but partnerships that grow over time. Look for teams and events where your involvement can evolve from a standard partnership to a headline partnership. Planning for longevity is essential. Consider long-term objectives developed in collaboration with the event organisers. By foreseeing growth opportunities and investing in them, your sponsorship benefits increase over time, providing a stable foundation for your brand’s growth.

In conclusion, sponsorship isn't just about putting your brand out there; it's about finding a partner that aligns with your values, amplifies your message, and helps you create a positive impact. By focusing on brand alignment, awareness, positive contribution, exclusivity, a targeted approach, and longevity, brands can forge successful partnerships that leave a lasting impression on their audience and contribute significantly to their growth and recognition in the market.

At The Sponsor, our dedicated consulting service is designed to help sponsors discover their ideal partnership. With our expertise, we guide brands through the intricate world of sponsorship, ensuring they find the perfect match for their values and objectives. For more information on how we can elevate your brand through strategic partnerships, click here.

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Last week, we kicked off an exciting new series delving into the world of esports with Benedikt Becker of Shikenso Analytics. In our first article, we explored the esports landscape and the promising opportunities it presents for brand partnerships, which you can read here. Now, in the second instalment of our three-part deep dive series, we once again sit down with Benedikt to dive into the heart of esports: its audience. We'll unravel the unique characteristics that set the esports audience apart, including who they are, their engagement patterns, and the factors that drive their passion for this dynamic and ever-evolving sport. Join us as we embark on this journey to understand what makes the esports audience tick.

What makes the esports audience so unique?

Esports fans are not exactly a new breed. Gaming and esports enthusiasts have been around since the 60s and 70s. However, over the past 15-20 years, this community has experienced explosive growth. Their distinct characteristics have been shaped significantly by the fact that they are tech-savvy and digital natives. They seamlessly navigate between platforms and communities. What I love about it is the fact that language barriers, different religions, ethnicities, or time zone differences don't hold them back from tuning into live competitions. The fans are constantly engaged – they're not just passive viewers. Online, they engage in live chats, join groups, craft fan content, and actively shape the narratives around their favourite games, teams, and players. Offline, they pack major arenas globally, bringing games to life with electric energy!

What insights can you give us into the age demographics?

It's wrong to assume that only kids watch esports. For instance, in events like the LCS Spring Split for "League of Legends" and IEM Katowice for "Counter-Strike: GO," more than 90% of the viewers were above 18 years of age. Contrast that with events like the RCLS World championship for "Rocket League," where more than a third of the audience was below 18. Esports, by its very nature, appeals to younger audiences, especially Gen Z and younger millennial cohorts. However, it's fascinating to observe a contingent of older fans, many of whom were early adopters of gaming and have maintained their passion into adulthood. Brands should pay heed to these demographic insights, adapting their strategies to engage both the core and the expanding segments of the audience.

Picture: Median Age of viewers of different Esports Events in 2023 by Shikenso Analytics.

Is it right to say that esports appeals to a male audience only?

While it's true that historically, the esports audience has been predominantly male, the scene is not static. Across the board, data does show around 90% of male viewership. However, the tides might be shifting, and more women will not only be tuning into esports broadcasts but also actively participate in the competitive scenes. In recent times, publishers and tournament organizers have started to host female leagues. A quick search for "female esports 2023" brings up a range of events dedicated to female players. This emergence of female-centric competitions is a move in the right direction towards more inclusion in the industry. This shift also brings opportunities for brands, especially those looking to promote female-focused products. But it's not just about tapping into a new market segment but also about supporting and championing the rise of female gamers in the esports ecosystem.

What’s your outlook for esports audiences? And how important is it for brands to track them through analytics?

Before answering your question, I'd like to pose this to your readers: Over the next decade, where do you see viewership growing - in traditional sports or esports? Now, stretch that to thirty or fifty years. You probably guess where I'd stake my claim. This is largely because esports appeals to, engages, and wins over the younger generation from early on. And let us not forget to factor in the evolving gaming ecosystem with titles getting revamped, as seen with the forthcoming Counter-Strike 2 and brand-new games debuting, attracting new esports fans. This perspective becomes even clearer when analyzing the social media landscape. Consider Instagram, for instance. A comparison of the follower base and the age distribution among followers of football clubs versus esports teams unveils a stark contrast. While traditional sports might boast larger overall followers for now, esports is indisputably claiming the younger, digitally savvy audience. This younger demographic, poised to be future viewers and consumers, is increasingly aligning its loyalty with esports.

Picture: Football vs. Esports age distribution of Instagram followers of popular teams by Shikenso Analytics.

When it comes to data and tracking capabilities, it is to say that esports feels at home in the digital world. And in our digital age, data is king. Unlike traditional sports and their broadcasts where numbers are often based on estimates or middling averages, in esports we plug directly into platforms and get a real grasp of what's happening. Brands can gain insights into viewer demographics, brand affinities, behaviours, and more. These metrics are helpful for customizing brand messaging, measuring campaign efficacy, and understanding media value and ROI drivers. My ambition for brands is to win the sponsorship game. Remember that sponsorship success is not a feeling, it’s a measurable fact.

Stay tuned for the next segment with Benedikt, where we discuss the most crucial sponsorship KPI and best practices. We promise not to talk about feelings but about data.

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