5 Basic Principles of Sports Sponsorships

Marketing can be an overwhelming task that can get costly and quickly take you over budget. You have to pick and choose where, how, and the frequency at which you advertise, so you have to be extremely effective in your campaigns. One way to promote your business is to mass market to large crowds such as those at college and high school football games. It's easy to find sponsorship opportunities at most Universities and Colleges. However, just sponsoring is not always effective. Your marketing tactics should vary a little depending on what types of mediums you have to work with, such as school spirit items, printed ads in football programs, banners, or website ads. You should follow a few simple principles when sponsoring sports teams, whether college, high school, or middle school.


  1. Market a specific product or service to the crowd that would be appealing to the crowd at hand. In this case, you are marketing to football fans, so there are obviously certain products that would appeal more to football fans, such as beer, chips, sports cable packages, team memorabilia, tailgating supplies, and other like products.
  2. Don't try to market every possible product or aspect of your business at the same time. It is much more effective to target specific items to the fans rather than to be too general. If you don't peak their interest with specific items, it's likely that your message won't stick with the fans.
  3. Show support for the team you are sponsoring. This can be a simple "Go Tigers!" or "Bulldogs Are #1" in your ad. This helps the fans relate with your ad and ultimately with your company.
  4. Entice with a discount or coupon such as "Show this ad for a 10% discount" or "Visit our website for a money-saving coupon." People are always looking for a bargain and discounts will always help boost more sales for your business.
  5. Create a sense of urgency. For example, "Act Now!" or have a prominent expiration date for your coupon, deal, or discount.

By following these five simple guidelines, your sponsorships of your sports teams will create a bigger return for your business.

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