In the last decade a new discipline has emerged, and it's capturing the attention of the media, the corporate world, and academia-the business of sports. There are some exciting things happening in this business, and we thought it would be helpful for you to hear about them from The Authority in the industry-The Bonham Group. Sports marketing allows corporations to associate their brands and products with the excitement, passion, and admiration that fans reserve for their favorite teams and athletes. For the athletes, sports marketing provides opportunities to interact with fans and to capitalize on the earning potential associated with celebrity. This industry, as a whole, derives its promotional techniques from fields such as advertising, public relations, and marketing.
Sponsorship is one branch of sports marketing.
Sponsorship provides corporations with the ability to achieve their marketing goals through a unique approach in an environment that is interactive and exciting. Sponsorship appeals to consumers on an emotional level, allowing people to develop a relationship with a brand, which results in higher customer retention and loyalty. Companies sponsor particular events for the borrowed imagery and the soul of the property, as well as to tap into consumer emotions. As the fans' relationships with the team develop and deepen, so do their feelings toward those companies associated with the team. Sponsorship also enables a corporation to break through the clutter of traditional advertising.