Grassroots sports team sponsorship has been proven to offer far-reaching benefits to the corporation and members of the community it supports.
No matter their size or standing, all businesses want to show that they’re a part of the local community. Sport is undoubtedly one of the most impactful and lucrative ways to demonstrate this. Research from Sheffield Hallam University has proven that investing in community sport and physical exercise carries a four-fold economic benefit.
If you’re interested in getting your company involved with the community and reaping the rewards too, it’s always worth learning about the mutually beneficial potential of sponsorship.
Why should businesses sponsor a local sporting team? Five key advantages
- Heightened visibility
In the digital era, it’s not always easy for a company to secure and maintain positive publicity. And since government investment is insufficient for building a stronger sporting platform, businesses must step up.
But being able to show dedicated support to your local community is arguably the best type of publicity, and if you can keep the sponsorship going, it should carry a lasting effect too.
When a local or regional sporting team wears your brand name on their kit, your business will be known by potentially thousands of local families, students, sports fans, and even people passing by. What’s more, the costs for sponsorship are marginal compared to prices for huge billboards and other traditional marketing methods.
- Boosting employee engagement
Team building opportunities increase tenfold when your company sponsors a local sports team or facility. From novelty games to building your own company team, the possibilities are almost endless. You could create sponsored leagues, teams or fitness groups that not only promote your employees’ wellbeing but enhance their cooperation skills to.
There’s a significant advantage to adding sporty strings to your bow. Over time, if the engagement is consistent, you should see an improved workplace atmosphere and an increased connectedness with people in the local community.
- Lifting up the community
Your business should have a genuine interest in the community if you’re considering sponsorship. From there, this connection will enable you to directly support that team its members financially, which could play a vital role in maintaining and even building new facilities.
Through sponsorship, sports infrastructure can be improved or built from scratch. When the community receives cutting-edge facilities like artificial turf pitches and pavilion buildings, quality of life improves with the passion for the game. If you’re a small business offering this type of gesture, obtaining specialist builders’ insurance could keep your business protected.
- Gaining sales from outreach
With increased visibility comes greater interest in the products and services offered by your company. Effectively, businesses can rely on community sports sponsorship for a guaranteed return on investment through increased sales.
Thanks to the sponsorship, businesses can connect with customers and local residents through sports-focused partnerships and special events through the year. Whether it’s a summer fair or a Christmas tournament, community-focused marketing will foster positive engagement with your brand.
- Increased consumer loyalty
Once you’ve set up a dedicated and lasting sponsorship to a local sports team, your business could quickly gain even more loyal customers. And if a local sports team gets a sponsorship that they’re proud to shout about, the fans will quickly gravitate towards your company. By retaining appeal, your business will build its reputation in the community.
Overview
Sponsorship should be viewed as a long-term commitment, and it’s only worth going ahead with it if your team members genuinely care about the community. But once you’re onboard, the benefits are clear.
Christopher E. Mead, Chief Marketing Officer of Gallagher believes that his brand’s sporting involvement has transformed opportunities entirely. He said:
“Gallagher Premiership Rugby is a league like no other; its combination of high-octane action and intense competition continue to attract an ever larger audience both in the UK and around the globe.
[…] Committing to extend our role as title partner will allow us to build on the fantastic awareness already generated by the partnership, deepen our connections with the communities surrounding the 13 Gallagher Premiership Rugby clubs and help us support local business partners with specialist advice and products tailored to their individual needs.
Being able to welcome fans, including our own Gallagher colleagues and clients, back into stadiums has been brilliant and given us a powerful reminder of how sport can bring people and communities together.”
