Sponsors for Sport's Teams Add Popularity and Success to Sport's Franchises

How do sponsors signed by a team expand the popularity of the team’s franchise?

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Main Factors: Sponsors and teams have a collective way of benefiting from each other, ultimately boosting the team’s popularity, adding on to a team’s success.  

        There are many professional sports teams that are fortunate to have been around for many years due to the team’s history, success, and originality. These fortunate franchises are often given sponsorships, which enables large companies to express their brands to millions of fans. These brands signed by franchises expand the team’s popularity due to fans interests in their brands.

      The article “Ethical Sponsorship and Advertising in Sport” talks about the impacts sponsorships have on teams and sport franchises. Ralph Richards develops the relationship between the team and the sponsorship, explaining that it is a mutually beneficial business arrangement. Within a competitive sponsorship environment of a sport, a company that is wishing to align their brands does so to gain a host of economic, public relations and product placement advantages. Sponsors hope to leverage their association with certain popular athletes, teams, leagues, or an entire sport itself in order for the sponsorship to gain alignment and popularity with the perceived image a sport has created or acquired. For example, one of the most popular soccer teams in the world, Real Madrid, has “Emirates” airlines on the cover of their jersey. The jersey says “Fly Emirates” on it, entertaining their fans with their airline deal with the team. Since there is an astonishing 450 million people that watch Real Madrid play every game, those who work or are interested in Emirates airlines will begin to take interest in the soccer team, increasing the number of fans the team has, contributing to their dominance at the world stage. It also works the other way around. Those who watch Real Madrid play will begin to take an interest in Emirates Airlines, which helps Emirates financially by gaining popularity through watching their soccer games. Ralph Richards also states that when sponsorship advertising is linked by a single corporate message, the net exposure of the company or product is optimal.

      Large corporations that sponsor popular teams benefit largely to a team’s popularity, acting beneficial to both the sponsor and the team. Since there are mutual benefits between the team and the sponsor, many large companies and corporations like to sponsor popular sport’s teams, ultimately increasing the popularity of a team, and adding on to its success.

https://www.clearinghouseforsport.gov.au/knowledge_base/organised_sport/sports_administration_and_management/ethical_sponsorship_and_advertising_in_sport