Today, digitalisation has permeated almost every aspect of our lives, and the world of sport is no exception. One of the areas where this transformation is most evident is in sports sponsorship. Digitalisation has revolutionised the way brands connect, creating new opportunities and challenges in the process.
Traditionally, sports sponsorship focused on brand visibility through billboards in stadiums, mentions in TV programmes and logos on uniforms. However, with the advent of the internet and social media, the landscape has evolved dramatically. Brands are now looking for a significant digital presence, leveraging platforms such as Instagram, Twitter, TikTok or streaming channels to reach audiences in a more direct and personalised way.
Social media has become a crucial tool for sports sponsorship, especially in the younger target audience. Brands are no longer satisfied with simply placing their logo in a visible place; they are now looking to engage in authentic and relevant conversations. From training videos to exclusive interviews, multimedia content allows brands to tell compelling stories and create a strong connection with the audience.
A clear example of this evolution is football, one of the world’s most followed and heavily invested in sports. Brands have adapted to new football formats, with different sponsorship approaches, such as the Kings League. In this case, it is not just about brand exposure, but about the creation and production of genuine content. In addition, this sponsorship has also evolved strategically. Brands are now looking for long-term involvement with clubs or players that have a positive image, support social causes and are aligned with their values.
Digitalisation has also facilitated data collection and analysis. Brands can now obtain detailed information on fan demographics, interests and behaviour, allowing them to tailor their strategies more effectively. By tracking metrics such as social media engagement, web traffic and conversions, they can assess the impact of their campaigns and make real-time adjustments to maximise their effectiveness.
Augmented reality (AR), virtual reality (VR) and gamification are transforming the way fans experience sport and sponsorship. From creating applications that allow users to virtually try on a sponsor’s products to broadcasting sporting events in VR, these technologies offer immersive experiences that go beyond what is possible in the physical world.
Challenges and opportunities
Despite the obvious benefits, the digitisation of sports sponsorship also presents challenges. Social media saturation, data privacy and reputation management are just some of the hurdles brands must overcome. However, those that adopt a robust digital strategy and are willing to adapt to an ever-changing environment can reap great rewards.
In short, digitalisation has completely transformed the sports sponsorship landscape. From social media engagement to augmented reality, brands are exploring new ways to connect with fans and maximise their impact. By embracing these trends and adapting to the demands of an increasingly digital world, brands can ensure their relevance and success in the exciting world of sport.
