How sponsorship is powering business marketing in cricket and football

16th April 2024

In this country, cricket and football are the two stand-out sports, commanding huge numbers in terms of those attending the games, watching on television and in terms of wider fan engagement.

Through strategic sponsorships, businesses can harness the immense reach and emotional connection these sports command to improve their marketing connections to build long-lasting business and consumer relationships.

Cricket holds a special place in the hearts of millions across the country, with iconic occasions like The Ashes and the T20 Blast drawing huge crowds together with the all-important television audiences.

Recognising the opportunity to tap into cricket’s fan bases, businesses have been quick to align themselves with cricket through sponsorship deals. From brands on team shirts to financial institutions backing major tournaments, sponsorship today is very much integral to cricket’s commercial landscape.

One excellent example is the partnership the England and Wales Cricket Board (ECB) has with and a variety of companies ranging from telecommunications giants to automotive manufacturers.

These businesses are all keen to associate themselves with the England cricket team, capitalising on the team’s success and popularity to enhance their own brand image and engage with consumers nationwide.

Football also boasts a massive following, with Premier League matches attracting a global audience of billions.

For any business seeking unparalleled exposure, football sponsorship at the top level of the game presents an opportunity to connect with fans on a massive scale. From stadium naming rights to shirt sponsorships, the presence of corporate branding is today part and parcel of football.

The partnership between Barclays and the Premier League first started in the 2001-02 season when they became the ‘Official Banking Partner’.

Today, it remains an excellent symbiotic relationship between sports and business, with Barclays not only receiving huge visibility during matches but also benefitting from the marketing opportunities across a variety of channels, cementing its position as a prominent financial institution in the minds of football supporters globally.

Beyond mere logo placements, sponsorship in sports enables businesses to forge meaningful connections with consumers through shared values and experiences.

By aligning themselves with teams and athletes, brands can evoke emotions of loyalty and camaraderie among fans, fostering a sense of affinity that transcends traditional advertising tactics.

Moreover, sponsorship also offers businesses a platform to showcase their commitment to community initiatives and social responsibility.

By supporting grassroots programs and charitable organisations, sponsors can demonstrate their dedication to making a positive impact beyond the sporting arenas themselves, further endearing themselves to consumers and enhancing brand reputation.

As the worlds of sport and business continue to intersect, the influence of sponsorship in cricket and football is showing no signs of waning any time soon.

With data and technology enabling unprecedented levels of connectivity and engagement, businesses have an opportunity to leverage sponsorship as a potent tool for building brand awareness, fostering consumer loyalty, and achieving tangible marketing objectives.

In the ever-evolving landscape of sports marketing, strategic partnerships between business and sport will remain instrumental in shaping the narrative and driving mutual success.

At both StadiaCare and OfficeCare we have several sponsorship opportunities we invest in each year, providing great commercial spend back for our football and cricket clients.

If your organisation uses an external commercial cleaning provider and they don’t give any spend back to your club or organisation, then please speak with us. What we promise is a true partnership in every sense of the word, one where both parties fully invest in the success leading to a long-term and mutually beneficial relationship.



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