Which brands should get into sports sponsorship

This is a post from PRISM’s Social Army – regular briefings on topics aligned to our business or close to our hearts. Today’s entry is from Oli Bridge from PRISM London

Which brands are right for sports sponsorship… Can I say every brand?! As a sports marketeer I believe the values sport inspires and promotes, particularly the health benefits, mean you should be able to find synergy with virtually any brand that’s trying to make a positive contribution.

However, I’ve chosen two below in a quick snapshot to serve as examples of sectors that are not typically active in the sport sponsorship space but should be.

We live in a world where the largest hotel company doesn’t own a single property and the largest taxi company doesn’t own a fleet of cars. Companies like Airbnb and Uber are prime examples of digital services that are taking over the world from the palm of a user’s hand.

Uber’s reach is incredibly wide. It has the logistical power to activate on a large scale and has an incredibly valuable customer database to engage with. Additionally, the fact that the vast majority of its staff are not full-time employees means Uber relies on part-time drivers to remain active and motivated. Access to sport through sponsorship is one of the best ways to incentivise staff.

Football and F1 are where Uber should play. The sponsorship of a club would allow Uber to leverage player appearances and tickets at the core of cool activation ideas. With Formula One, while Uber doesn’t have a performance aspect, the awareness and activations that could be rolled out allow for massive creativity.


Uber has already created bespoke, one-off activations with events such as the Super Bowl and with Chelsea FC. Currently, they have a business partnership with Paris St. Germain’s stadium, however it’s a fully committed sponsorship that could provide them with an always-on marketing solution.

Sweaty Betty
The other sector yet to fully embrace its potential in sports sponsorship is female-focussed activewear. The female sports market has never seen more opportunity. The global drive in female empowerment is everywhere and a hugely powerful movement.

Yes, Nike and Adidas are heavily involved in sport and own the market share in female activewear, however their attention is overwhelmingly focussed on the male aspect of their sponsorship properties. There is a room for a challenger brand to get involved and reap the benefits. Who could that be?

What about Sweaty Betty – a renowned brand in the female activewear space and the go-to for a broad demographic of women? Currently Sweaty Betty is the official sponsor of Breast Cancer Care’s sporting events but doesn’t have any ties with professional sport.


Its mantra speaks so proudly and inspiringly about keeping fit and active that a partnership on some level with a running property such as the Great Run Series or the Women’s Super League would give them huge scope for growing its customer-base.

Using ambassadors, the appeal and credibility of the brand within the exercise space would strengthen. Professional sportswomen only spend a relatively short amount of their career in elite match kit. The rest of the time they are likely to be training, exercising or relaxing in the type of activewear products that Sweaty Betty’s business is founded on.


Oli Bridge 

October 28, 2017