For any marketing director concerned about how the brand it represents is perceived and has as main objective your brand relationships with values ​​such as effort, overcoming, team spirit is virtually certain to allocate part of its budget in sponsorships sporting events, recognized athletes or sports – related activities.

There are certain sponsorships that have penetrated deep into the audience after years of betting on this marketing channel. If we ask what bank sponsors the Ferrari or beer brand sponsors the champions league soccer answers come alone to all those who follow these sports.

That is what they want brands with these actions? We could summarize in the following points:

• There are sports that transmit values ​​that are the same with those who want to associate their brand: Spirit of excellence, commitment to a club, train hard to improve your skills. Brands want to be benefited from this virtuous circle of sportsmanship
• There are many athletes who generate a lot of admiration and engage many people. They create an emotional bond with the viewer and whether brands can go hand in hand these transmitters emotions get gain more empathy and increase its market share in this segment.
• Events dept sportive are a wonderful backdrop for doing business. Many deals are closed and many new business relationships are generated. Seeing a good show partners have the opportunity to exchange views more relaxed and increase the chances of understanding

Nowadays it is very fashionable exploit the commercial image of elite athletes, there is a whole industry behind these “celebrities” of the sport. It is not uncommon when you see that Leo Messi holds a total of 10 sponsorships per year between brands and charities.

Like everything in life, there is always a risk associated. These athletes are people and can make mistakes. Everything that is built with effort and determination can fall like a house of cards when public scandal. It would only have to ask Gillette with Tiger Woods or Lance Armstrong with Nike.

Sport in general arouses interest, emotion, passion and even suffering for some fans. For many it is one of the escape routes out of the routine, have a good time and even a good excuse or context to share some pleasant hours with friends or family. That’s why all our interest focuses when we dedicate time and not leave us indifferent. These are nuances that do not go unnoticed by brands who bet millions of euros each year to be close to the fans and remind them they are there for what they need.