Increase Brand Awareness

Sponsorship is a great means to get your company’s name out there. The more people that know about you, the more customers you could attract. For example, if you sponsor a soccer club and provide them with branded kits, banners or equipment, they will display your business name in their games and advertising. This gives you exposure to an engaged audience that may not have heard of you before.

In addition to gaining brand awareness through the sponsorship itself, increased media attention is another benefit of sponsoring teams, events or causes. Sponsorships bring positive news coverage which gives your business direct exposure to potential customers via the media. If someone sees your company mentioned in a newspaper article about the sponsored event or team then they’re more likely to look into what services/products you offer!

Increase Sales

Sponsoring a team, event or cause can help you bring in new customers while strengthening your connection to those who already support your business.

According to Forbes, 48 per cent of consumers have made a purchase they hadn’t planned because they saw a brand’s name or logo advertised. Sponsorships are a great way to get people familiar with your business and give them the confidence to purchase from you.

Target A New Market

Sponsorship can be a great way to engage with a new audience. As you plan your strategy, carefully consider the demographics of your target audience. Are you looking for a specific demographic? Perhaps it’s age, location, or interests. Maybe it’s gender. Oftentimes, people assume that a certain type of sport is only targeted at one gender when in fact both genders share an interest in the sport.

Analysing the right data is key when identifying what you want in a partnership.

Attract And Retain Talented Employees

Sponsoring a team, event or cause can provide you with additional opportunities to meet talented individuals who could be great employees. After you’ve made the decision to sponsor a team, event or cause, make sure that you are actively engaged in it and involved with those who participate. This will give you an opportunity to build the relationships that can later lead to hiring qualified candidates for your team.

After someone starts working for your company, sponsoring a team, event or cause may help you retain them. If they are passionate about something, such as a sports team or youth program that is important to their family, they may be more likely to stay if your firm supports it. They may feel like they have an extra incentive to work hard because their employer makes it possible for them to participate in things that matter to them.

Lastly, if everyone knows about your sponsorship and understands why it’s important for your company’s success and future growth potential, potential employees may see this as a positive thing when considering whether or not they want to work for you.

Enhance Your Company’s Reputation

Your sponsorship will have a positive impact on your company’s reputation. The community will see your company as a caring organisation, and that can translate into more sales.

Generate Media Coverage

Sponsoring a team, event or cause can generate media coverage. You can use that to gain publicity for your business and raise its profile. Sponsorships allow you to increase your brand awareness and provide a boost to your sales. With the right sponsorship, you can target a new market and profit from a very small investment by getting free advertising for your company.

Entertain Clients And Prospects

A sporting event also provides you with an excellent opportunity to entertain clients and prospects. Bring them over to your suite or box and take them behind the scenes of a game, on a tour of the facility, or introduce them to members of the front office staff. Invite them and their families out for a company outing. Host a post-game party in your suite or box where they can meet players, coaches and other VIPs. Turn up the volume on your company’s brand by placing it prominently in high-traffic areas where fans congregate before and after games, setting up interactive displays that encourage fan engagement and scoring some media coverage by giving a few select reporters exclusive interviews with owners, general managers, star players or coaches.

Make A Mark On The Community

The first reason involves being able to make your mark on the community you operate in. Most people don’t realise just how much money businesses spend each year sponsoring events, teams or causes and when those individuals see the logo of their preferred brand proudly displayed at the stadium or local sports centre they will be sure to remember them next time they need their services!

Build Relationships With Other Companies

Whether this means having access to better deals than competitors because another organisation trusts yours’ more due to sponsorship activity does not matter; providing that information comes through someone else rather than directly from yourself as part of self-promotion then we’re all winners here folks!


Sponsoring a team or event is a great way to increase brand awareness, target a new market and enhance your company’s reputation. It’s a great way to boost your business and give back to the community at the same time.

To find out more about how sponsorship can help your business, contact the experts at Carbon Group today: