The Impact of Brand Sponsorship in Sports

The First Sports Marketing Study and the Impact of Sponsorship on Brands®, presented by D’Alessio IROL® and Claudio Destefano on April 16 at the TOP Museum, highlights that sports sponsorship is consolidating as a key strategic tool for companies, far beyond simple visibility.

Sponsoring a club, a national team, or a sport is one of the few remaining ways to create a genuine emotional connection between companies and consumers. For brands, it represents a concrete opportunity to become part of people’s everyday conversations again, to integrate into their routines, and to build community.

89% of Argentinians are interested in some form of sport, and 65% say following it improves their mood. Additionally, sports fans tend to follow multiple disciplines, which broadens the reach of sponsorships and multiplies the impact of each investment.

To grasp the potential effect of a sponsor: 53% of consumers choose a brand that supports their favorite sport, even if another offers the same product; and 33% choose it even when there’s a cheaper option available.