Sports hospitality has become a key tool for brands looking to stand out in an increasingly competitive market. By offering unique and memorable experiences, these companies not only strengthen their relationship with consumers, but also create a lasting impact on their brand image.
Sports sponsorship is arguably one of the best ways for companies to increase their brand awareness. A few years ago, you might think that putting a brand’s logo on a T-shirt was enough to increase its brand awareness. brand awareness or improve the perception of the brand. In these times, where everything is so ephemeral and rushed, the differential for a successful sponsorship is to provide experiences.
In the age of social media, an easy way to activate a sponsorship is through interaction between the brand and the sports property being sponsored. This can even be done with the athletes who are part of the property. The most popular options tend to be contests to give away clothing or other items, co-branded posting of a match or result announcement, and the creation of audiovisual content at the facilities of the property and with its athletes, among many others.
Now, activating a sponsorship is one thing and leaving a mark on a fan is another. Being part of an important sporting event is a big aspiration for most people. Attending a stadium, watching a match and having the chance to see the sports stars up close are part of an agenda that many would like to have. If we also add to that the chance to be part of a VIP experience, we will be very close to achieving an unforgettable activation.
Hospitality is exactly that and it is one of the many reasons why a brand sponsors a sports property. Just think of experiencing a sporting event from the comfort of a VIP suite, with food service, a bar available and a preferential seat in an exclusive area of the stadium. Sports hospitality is a fantastic way to retain the best users or reward some at random. It is even an unbeatable option to do business and bring in business partners.
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A few weeks ago, the cryptocurrency exchange BingX held a Hospitality event for users and partners from Argentina. Through its sponsorship of the English Premier League’s Chelsea, it brought several Argentines to London to live an unforgettable experience. The guests were able to attend the opening match of the season at Stamford Bridge against Manchester City to watch it from the VIP suite that BingX has at the stadium.
In addition, those who participated in this tour were able to visit London and take a tour of the stadium and even go to the Chelsea training center to meet Enzo Fernández and the other players. They even had the pleasure of taking part in a training session themselves.
It is clear that when deciding to sponsor a sport, brands can no longer just focus on where they want their logo to appear. Today, planning involves many more areas and, above all, the activation plan that will be carried out.
That is why it is essential to find the ideal partner, who also understands everything that the brand has to offer to achieve a successful sponsorship. Providing experiences is what makes the difference today. And if that mark is left, the sponsorship will surely be renewed and extended, which will make it clear that it was successful.
Brand Manager for Latin America and Europe at BingX.
Source: Ambito
I am a 24-year-old writer and journalist who has been working in the news industry for the past two years. I write primarily about market news, so if you’re looking for insights into what’s going on in the stock market or economic indicators, you’ve come to the right place. I also dabble in writing articles on lifestyle trends and pop culture news.
