Sport Sponsorship refers to financial or material support provided by companies or organizations to sports teams, athletes, sporting events, or sports-related activities. Sports sponsorship is a common practice used to promote products or services, enhance brand awareness, and associate a brand with a particular sport or athlete. Sponsorships improve a brand's recognition and reputation because they support specific events that the target audience cares about. Sport Sponsorship enables companies to position themselves in a niche market and increase credibility as a brand where post event communication and interaction can help brands reconnect with their customers.
In recent years, aviation and sports have been going hand-in-hand and the world's largest airline companies derive a relevant share of their revenues from sponsorship deals in the sporting industry. The airline sector has already accounted for an estimated annual spend of $1 billion in sports sponsorship in the current year. Airlines partner mainly with teams whose home cities are relevant destinations in the carriers' networks. Sports sponsorships also act as an effective marketing tool and can help airlines in many ways, as under:
Enhanced Brand Image: Associating with popular sports teams or events can enhance an airline's brand image, making it appear dynamic. This can be particularly valuable for airlines looking to differentiate themselves in a competitive market. Sponsorship in sports provides airlines with high visibility as their logos and branding are prominently displayed on uniforms, equipment, and signages during games or events.
Massive Audience Reach: Sports events, especially major tournaments and leagues, attract a vast and diverse audience both in stadiums and through television broadcasts. Airlines can expose their brand to millions of viewers, including potential travellers, thereby increasing their revenues.
Sponsorship of successful sports properties, whether a renowned soccer club or a major tournament, enables airlines to borrow some of the positive attributes associated with those entities. This association can elevate the airline's brand equity, making it more appealing to consumers. Sports sponsorship can serve as a unique selling point, setting one airline apart from its rivals. This differentiation can influence consumer choice, particularly among those who value the airline's sports affiliations.
Furthermore, these are the 4 major airline companies that have heavily invested in the sporting industry.
Emirates
Emirates, the Dubai-based airline, has been actively dedicated to sports sponsorship for many years. Emirates has an enormous marketing and advertising budget carefully designed to (1) expand and deepen its brand recognition and (2) influence buyer behavior.For example, Emirates has an annual commitment for about 70 Million Euros invested in Real Madrid. Their involvement in sports has increased their brand visibility globally and involves multi-year contracts and significant financial commitments that showcase their interest in sports and how they use it to create brand awareness. Here are some of the notable teams and events that Emirates sponsors:
Real Madrid
Arsenal
FA Cup
Rugby World Cup
ICC Cricket World Cup
US Open
Emirates, renowned for its luxurious travel experience, has invested a lot and harnessed itself in the power of sports to create a lasting imprint. From the iconic Emirates Stadium in North London, home to Arsenal FC, to the prestigious Real Madrid CF and AC Milan sponsorships, Emirates has etched its name across the football. It has an everlasting impact in tennis, rugby and cricket too which provides Emirates an upper hand in sponsoring sport teams and differentiating itself from other airlines. The airline's foray into sports sponsorship is a seamless extension of its brand values, creating a holistic experience for its passengers and sports enthusiasts alike.
Emirates has increased brand awareness through these partnerships, and has also established a reputation for excellence and passion in the sports industry. Emirates keeps reaching new heights in this blend of aviation and sports, bringing the spirit of rivalry and teamwork beyond international boundaries. All in all, Emirates uses sponsorships and endorsements as a tool to increase their dominance over their competitors in a very competitive and cyclical market.
Qatar Airways
In the dynamic realm of aviation, Qatar Airways has chosen to spread its wings beyond the clouds and onto the arenas of sports. The airline, based in Doha, strategically invests in sports sponsorships as it symbolizes a commitment to fostering global connections. Qatar Airways positions itself as a bridge between nations, carrying the spirit of competition and camaraderie across continents which can be seen through the teams and events they have deals in. Few of the main sponsorship deals that Qatar Airways have-
Paris Saint-Germain
Formula 1
Royal Challengers Bangalore
Brooklyn Nets
Sydney Swans
FIFA World Cup 2022
Etihad
Etihad Airways has been a prominent figure in the world of sports sponsorships, using strategic partnerships to elevate its brand and engage with the global audience. With a commitment to excellence and a desire to connect sports enthusiasts worldwide, Etihad has forged meaningful relationships with some of the most prominent sporting organizations and events.
Manchester City
Abu Dhabi Grand Prix
New York City Football Club
Abu Dhabi T10 Cricket
Etihad Airways became Manchester City's principal sponsor and secured the naming rights to their home stadium which not only boosted their revenues, but also helped them create a loyal customer base and global recognition as Manchester City went on to win the Treble in Istanbul.
Etihad Airways' sponsorship portfolio extends beyond football into the world of motorsports. In 2018, the airline became the official title sponsor of the Abu Dhabi Grand Prix. This was a turnaround for not only Etihad but also for the UAE based city Abu Dhabi as it showcased it as a destination for marquee global events.
A special mention to Etihad who were the partner airline of the Special Olympics World Games in Abu Dhabi 2019. In the realm of conserving the environment, the Etihad stadium has introduced innovative recycling stations for plastic bottles, allowing fans to deposit bottles and earn Etihad Guest Miles in return.
Turkish Airlines
Turkish airlines believes that with strong support, success can be achieved in paramount ways and with pride and recognition they acknowledge themselves as a sponsor for sports in Türkiye and globally. They host many events across the globe and are very proud of their deals.
UEFA Champions League
Galatasaray SK
CHIO Aachen Equestrian Tournament
By sponsoring a spectrum of sports, from football to equestrian, Turkish Airlines isn't just endorsing teams; it's championing the values that make sports a global phenomenon—unity, dedication, and the pursuit of excellence. Turkish Airlines continues to navigate the skies, it leaves a trail of shared victories and interconnected stories, reminding us that the journey is as important as the destination.
Airline sponsorships, especially in sports, has become a popular way in which marketing of airlines takes place and how they involve themselves in prestigious sporting teams and events. These airlines have strategically leveraged their brand recognition by aligning themselves with various sporting events, teams, and athletes. The world’s leading airlines, due to their sports sponsorships, prominently display their logos at major sports events, with clubs spanning various sports disciplines. Football, especially, is a sport where aviation and sports come together seamlessly. Football being the most watched sport globally provides brand visibility for airlines with an international footprint.
Emirates, Qatar Airways, Etihad and Turkish Airlines are the most recognisable airlines amid sport lovers. These airlines have increased their global visibility through sponsorships, and they have also forged deep connections with a range of audiences. Airlines have found success through their symbiotic relationship with sports, which enables them to capitalise on the international passion and fervour of sports fans. The strategic alignment with sports not only serves as a marketing strategy but also as a testament to the airlines' commitment to excellence and a shared pursuit of success.
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