5 Basic Things to Know About Football Sponsorship

Sponsorship plays a pivotal role in successful marketing campaigns. Football sponsorship, in particular, demands essential insights for optimal results. This article will highlight five key aspects of football sponsorship to help you kick-start your journey. Keep reading for valuable insights!

1. What is a football sponsorship?

Football sponsorships represent a marketing strategy where companies pay to link their name with a football club or team. In exchange, the club or team commits to endorsing the company to its fans. This approach proves highly effective in boosting visibility and reaching a broader audience for businesses and brands. Additionally, it fosters brand loyalty among football enthusiasts. If your company or brand aims to enter the football market, football sponsorship is a great avenue to attain these objectives.

2. Types of sponsorships popular among clubs and players

Football sponsorships come in various types and can provide a valuable source of revenue for football clubs, players, and organizations. Here are some common types of football sponsorships:

  • Jersey Sponsorships: This is one of the most visible sponsorship forms. A company’s logo or brand name is displayed prominently on the front of a team’s jersey. These sponsorships are often the most lucrative and are typically long-term deals.
  • Stadium Naming Rights: Companies can sponsor a stadium by incorporating their brand name into its official name. This can be a highly visible and long-lasting form of sponsorship.
  • Kit Suppliers: Sportswear companies often sign deals with football clubs to supply their kits (jerseys, shorts, and socks) and other training gear. These deals can be quite lucrative, and the brand’s logo is prominently displayed on the kit.
  • Official Partnerships: Clubs and organizations may have official partnerships with various companies, including sponsorship of training facilities, academies, or even exclusive rights for certain products or services.
  • Matchday Sponsors: Companies can sponsor individual matches or events, such as a specific game or tournament. Their branding is featured prominently during the event, and they may have exclusive rights to promotional activities on that day.
  • Betting and Gaming Partnerships: In some regions, football clubs may partner with betting or gaming companies, including logo placement, stadium advertising, and other promotions. For instance, Ireland’s national lottery may sponsor a football club to increase their Irish Lottery online ticket sales.
  • Broadcast Partnerships: Media companies often sponsor football leagues or tournaments, and they have exclusive broadcasting rights. This can provide a significant source of revenue for the sport.

These are just a few examples of the various types of football sponsorships. Each sponsorship deal’s specific terms and conditions can vary widely, depending on the parties involved and their objectives.

3. The benefits of a football sponsorship for brands

Sponsoring a football team offers numerous advantages to a business. Firstly, it can boost the company’s visibility, especially if the team performs well. Secondly, it can generate goodwill among the team’s fans, fostering support for a local business. Additionally, investing in a football team opens doors to customer hospitality and staff entertainment opportunities. Lastly, backing a football team can create positive associations with the club, potentially resulting in higher sales and stronger brand loyalty. In summary, sponsoring a football team holds various potential benefits, and businesses should carefully weigh these before deciding.

4. How to create a successful football sponsorship campaign?

Creating a successful football sponsorship campaign can be a fantastic way to connect with fans and boost your brand’s visibility. However, before diving in, it’s crucial to be well-prepared. Here are some key points to maximize your investment:

Things to do:

  • Research Thoroughly: Investigate the team, fanbase, and social media reach. Ensure your sponsorship aligns with your brand and reaches a substantial audience.
  • Craft Relevant Content: Develop football-themed content related to your brand. This sets you apart from other sponsors and maximizes your investment.
  • Consider Player or Club Ambassadorship: Consider sponsoring a football player or club ambassador. It raises brand awareness among football enthusiasts and provides access to exclusive events.

Things to avoid:

  • Follow Fame Alone: Avoid choosing a team or player solely based on their fame. Your sponsorship must reflect your brand’s values.
  • Track Progress: Remember to monitor your campaign’s progress and assess its success. This data helps refine your strategy for future campaigns.
  • Diversify Marketing: Don’t neglect other marketing channels just because of your football sponsorship. A successful campaign should complement your existing marketing efforts, not replace them.

5. Football sponsorship examples: How some companies have succeeded in this area

One company that has achieved considerable success through football sponsorship is Nike. Over the years, they’ve been a major sports sponsor, and their iconic swoosh logo has become synonymous with football. Nike has leveraged this support effectively, forging a strong connection between their brand and the sport. Consequently, Nike is now widely regarded as the premier football brand, resulting in high demand for their products.

Another company that’s excelled in football sponsorship is Adidas. They, too, have been significant sponsors in the sport for many years, and their globally recognized three-stripe logo has become emblematic. Adidas has utilized its sponsorship to establish an emotional bond with football fans, fostering increased brand loyalty and driving sales of Adidas products.


When considering a football sponsorship deal, remember these five crucial points.

  • Build relationships with key decision-makers.
  • Be ready to negotiate fairly yet assertively.
  • Consider your social media following’s value.
  • Be aware of what other companies pay for similar sponsorships.
  • Sponsoring a football team can boost brand awareness and profits.

If you’re ready to elevate your business, research sponsorship opportunities today!