One of the key elements of success in any sponsorship is the experience it delivers to someone who is likely to buy or use the service that is being promoted.
Research from the US Adweek has shown the strength of live sporting and music events in delivering just such a response.
The likelihood of recommending a brand is 30% higher among those that have attended a sponsored live event than from those who have seen a TV commercial and even two percentage points higher than those who have had the brand recommended to them by a friend.
Music came out on top of a series of events at which consumers were questioned but sporting events came in a strong second with 45% of respondents saying the live event had made them feel positive about a sponsors brand. This number dipped to 28% in the arts and 27% in sponsored street events.
The main ways in which people recommend will be by conversation but also searching fro the brand online and sharing on social media.
Brand involvement at an event therefore needs to have as many touch points as possible and be integrated into an overall marketing approach.
This could range from a half time performance through to messaging on large screens, temporary tattoos for fans to wear or free gifts like caps, cloaks or other merchandise.
The message is crucial in terms of consistent highlighting of whatever key point you want to get across as the entry level for engagement with your potential customers.
Live Experience Sporting Events will be one of the Sport for Business Round Table subjects, the 2014 calendar for which we will be revealing in the coming weeks. Make sure to keep up to date with our Daily News Digest so you don’t miss out if this is an area that interests you.
This is where the original infographic was posted on adweek
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