Benefits of Co-branded Sports Events | Tujiamini

Co-branded sports events are rising as a marketing strategy because they let brands share goals, strengths, costs, and audiences. In a time of fragmented audiences and tight budgets, co-branding offers a constructive path with few risks.

Co-branded sports events offer versatile value, increasing collaboration among diverse sports stakeholders. Tujiamini has been at the forefront of effective sports brand partnerships in Kenya, including co-branding. Read below for Tujiamini's guide to co-branded sports events.

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What are co-branded sports events?

A co-branded sports event features two or more non-competing brands partnering to sponsor a sports event to increase brand awareness, market share, and revenue. These collaborations can take the form of title sponsorships, in-kind brand partnerships, joint ventures, or multiple-sponsor synergy. The brands involved share strengths and risks for mutual benefit.

Why do companies co-brand at a sports event?

Below are some reasons why companies co-brand at sports events.

●      Sports co-branding is a strategic alliance that can increase the overall value and effectiveness of an event.

● Single-brand partnerships can have limited reach beyond typical audiences.

● Co-branding is a marketing solution that offers more rewards than risks to many companies.

● Sports events involve various products that can't always be provided by one company. Co-branding allows non-competing companies to leverage their strengths.

● It allows companies to supplement tight marketing budgets by pooling resources to plan better events.

How co-branded sports events work

Below is a step-by-step co-branding process for effective sports event marketing.

1. The event planner researches brands for shared goals, new audiences, and the likelihood of competition.
2. Let prospective sponsors know your story and appeal. You can send them your detailed portfolio and sponsorship proposal. For Tujiamini, apply online for our awards and grants.
3. Once selected, co-branding contracts are made between the brands and the event organiser. These contracts set out each party's responsibilities and benefits.
4. The brand and event organising and marketing teams then create a unique event identity that combines the brand's specifics, such as logos or colours.
5. On-site sports activation experiences or products are collaboratively designed.
6. Next, the event is advertised, and its sponsors and partners are also publicised.
7. The event is executed, including brand activations for the partners.
8. Finally, post-event, partners and organisers track the event's performance and return on investment using KPIs and pre-event benchmarks.

What are the benefits of co-branding?

For brands

● Co-branding enables companies to increase market share by discovering new audiences and population segments. The resulting fan engagement strategies create more interactions between brands and customers.

● Co-branding allows companies to leverage each other's strengths towards a synergistic purpose.

● Brand tie-ins help differentiate companies from competitors, such as when audiences associate co-branding partners' products.

● Positive associations can enhance brand reputations, especially when newer or smaller companies partner with non-competing industry leaders.

● Partnerships, such as creating social value or supporting causes, grow brand images and qualify companies for tax breaks and incentives.

For sports clubs, teams, and athletes

● Athletes' sports clubs and teams have access to tailored products and services for their needs, such as training equipment and clothing.

● Effective co-branding positively ties the partners together, enhancing the brands of the athlete, team and sports club.

● The pooling of funds and resources in co-branding provides sports sponsorship opportunities for clubs, teams and athletes towards a common goal.

● Through grassroots sports sponsorships, co-branding enables underserved teams and athletes to access quality equipment, high standards and creative designs.

● Co-branding raises the quality of sports events, leading to greater engagement and meaning for fans, competitors and stakeholders.

ALSO READ: Sports sponsorship tips in Kenya: what works, with real Tujiamini success stories

Examples of successful co-branded sports activations

Effective co-branding drives memorable, lucrative brand activations in sports. Here are examples of successful co-branding in sports marketing.

● The SportPesa Tujiamini Cheza Ndimba Tournament.

This exciting tournament is organised by Tujiamini and powered by SportPesa. Every month, eight shortlisted regional teams fight for the chance to be crowned the Cheza Ndimba Champions. Rockstars FC and Megastars FC are among the winners guaranteed a 3-year sponsorship worth 250,000 annually and brand-new kits.

● The SportPesa-Football Kenya Federation partnership.

This landmark co-branding sports activation combines the gaming platform SportPesa and the FKF Kenya Premier League to form the SportPesa League. 60% of the funds provided by SportPesa are directed to the 18 participating league clubs. The ten-year partnership aims to restore Kenyan football's glory.

● AFC Leopards sponsors.

Gaming platform Betika, Singaporean firm Mafro Sports, media conglomerate Azam TV and SportyH20 sponsor the SportPesa League club, AFC Leopards. The brands leverage their strengths towards the shared purpose of powering the club. Betika is the primary financier, Mafro Sports is the kitting partner, Azam is the media provider, and Sporty H20 is the hydration partner.

ALSO READ: Future of brand collaborations: How Tujiamini partnerships inspire communities

How to plan a successful co-branded sports event

The following are tips for a successful co-branding sports marketing partnership.

1. Clearly define each partner's goals and responsibilities. Know, in writing, what they want to achieve and what to expect from them in the partnership.
2. Next, choose brands whose audiences complement yours, especially segments that your brand wants to grow.
3. Carefully select branded sports partnerships that enhance your brand rather than compete with it.
4. After that, create a shared marketing plan that involves sought-after experiences to engage your audience and maximise exposure.
5. Also, perform an inventory of your assets to prove what you can offer to prospective partners.
6. Finally, use effective tools to measure the return on investment after the event sponsorships against your pre-event levels to determine success.

Visit Tujiamini for more on effective co-branded sports event opportunities, and contact Tujiamini to get started.

FAQs about co-branded sports events

What are the four types of sponsorship in sports?

They include financial, in-kind, media and event sponsorships. These sponsorships provide funds and services in exchange for brand publicity.

What is the purpose of a sponsored event?

A sponsored event markets a brand while fulfilling its purpose. For instance, a sponsored sports tournament fulfils competition requirements while marketing brands.

What is the role of branding in sports?

Branding enhances sports audiences, funds talent development, stabilises the industry, and grows the company's image.

Conclusion

Engaging in effective co-branded sports events benefits the functions, brands, athletes, teams and clubs. The partnerships also help connect overlapping audiences, creating a large and multi-segmented audience base. Contact Tujiamini today to get started on an exciting and mutually beneficial co-branded sports event.