Sponsorship is a great way for brands and businesses to connect with their target audience, while simultaneously getting their products in front of people they otherwise might not be able to reach.

When executed correctly, sponsorship can be extremely valuable to brands, allowing businesses to identify outlets for their marketing activations that are synonymous with their target demographic. By sponsoring a property or activity that is relevant to the audience they want to access, businesses can build positive sentiment around these associations as well as working towards an increased brand awareness and loyalty.

To get a successful foundation in place for a sponsorship to reap benefits, there are a few things businesses need to keep in mind when sponsoring an event or activity. First and foremost, businesses need to make sure that the sponsorship is relevant to their target audience. Sponsoring an event that is irrelevant or not interesting to your target market is a waste of time and money. Additionally, businesses should make sure that the sponsorship is actually helping to reach their target market. If the sponsorship is just being used to promote the company’s products or services to the general population, it’s not going to be very effective. This is where top-level audience research can be very beneficial to ideation around suitable partners to work with around activations. The audience composition data points available within each spontzer listing are an informative starting point for this process being conducted successfully.

Finally, businesses should always make sure that they are getting good value for their sponsorship. After all, sponsorship is a form of advertising, and businesses should expect to pay accordingly. However, it’s important to find a sponsorship opportunity that provides good value while also being relevant and interesting to your target market.

Here are four key benefits of sponsorship to remember; brands get access to new audiences; brands can use the sponsorship as a marketing tool; sponsorships are a good way for rights holders to earn money; and sponsorships often help improve the image of brands and businesses. 

Sponsorship is a mutually beneficial arrangement for both brands involved. The sponsor gets access to a larger audience, that they are passively marketing to through the visibility of their brand to this – the obvious benefit being that the large audience can ultimately spawn new customers. This access to new audiences, provides a wider platform to showcase a brand’s products or services and to communicate its message.

Sponsorships are also a good way for rights holders to earn money. Rights holders can use sponsorship money to finance their events or products, and they can also use it to offset the costs of producing the events, assets or products.

Finally, sponsorships often help improve the image of brands and businesses. When a brand sponsors an event or product, it becomes associated with that event or product. This can give the brand a positive image and can help it to build a good reputation. This process works both ways, with the rights holder also being able to build on good sentiment that the brand values of an erstwhile sponsor can have come to represent.

 Ultimately,  it is important to make sure that the sponsorship is a good fit for both parties involved, as it has the potential to be a positive or negative experience depending on how well it is executed.