We’ve probably all pictured it: our company logo on the jersey of our favourite club.
A dream come true. A way of really showing that we’ve made it. But is sponsorship all about getting the most visual exposure?

Everyone knows the last four teams that played in last year´s Champions League semi-finals. But who can remember the sponsors’ logos on the chests of the players?

Sport offers us so many opportunities to brand our businesses, have a great time with our colleagues and invite clients to an event. The opportunities are endless, and this is where the risk lies for most companies. Defining what kind of sponsorship will work for your company is the key to success. This is why it is important to have a plan before getting involved in sponsorship. At Huss Group, we have a simple three-step strategy for successful sponsorship in sport.

1: Define where your target group is!
Becoming a sponsor should be a part of your marketing strategy as a company. Every marketing strategy is aimed at hitting your target group. It’s all about interaction with potential customers. So why shouldn’t you think like that when you become a sponsor?
Think about which sports and sporting events are likely to attract your target group. Figure out how you can interact with them.

2: Approach with your plan!
When you start calling sports clubs and sporting events, they’ll all tell you that they can help you and all have just right product to do so. However, let’s be honest, they can’t – and they don’t!
Without a plan, you won’t know which offers really can help you and which ones can’t. You have to ensure that the time, money and effort you spend on your sponsorship is well spent. No sports club will help you with that. Always bear in mind that the goal of every sports club and sporting event is money – your money!

3: Personal interaction is the key!
Before signing any sponsorship contract, you should ask yourself one simple question:
Can we, as a company, interact with our target group?
We all know that the best way of acquiring new customers is personal interaction with them. You should consider this before signing any sponsorship contract. Does the contract give you a chance to show your personal profile and offer you direct access to new customers?

Having considered these three steps, you might find that having your company logo on a jersey is not as important to you anymore! There are many ways of enjoying success as a sponsor. It’s just important that it’s on your terms and not the terms of the sports club.

For further details and inspiration, feel free to contact Huss Group at info@hussgroup.net.