Sponsorship Strategies that Brands can Leverage
The vast choice of sponsorships can by tempting for any company, especially if you assess each one in a vacuum. It’s easy for a sponsor to feel like a kid in a candy shop when so many options abound, but the wrong choice can lead to a scattered portfolio. Such an approach can sometimes yield positive results for a sponsor, but a well-structured selection can enhance your performance tenfold. Here we’ve broken down the strategies successfully leveraged by major brands, and drawn a few important conclusions. Here are six sponsorship strategies worth taking note of:
1. Vertical integration
Common in the sporting world, a vertical strategy is used to associate a brand with a specific market. For example, if a company sponsors a professional team within a given sport, it will also partner with a variety of amateur and recreational teams and leagues, or it will sponsor various elements associated with the professional team, such as the league, the stadium, the team and the athletes.