Accessibility Statement Skip Navigation
  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing
  • Login
  • GDPR
  • Create a Free Account
Return to PRWeb homepage
  • News
  • Resources
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
  • Business & Money
      • Auto & Transportation

      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Hamburger menu
  • Cision PRWeb provides efficient communication tools to continuously engage with target audiences across multiple online channels
  • Create a Free Account
    • ALL CONTACT INFO
    • Contact Us


      11AM ET Sunday – 8PM ET Friday

  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR

Finance Brands and Sports Sponsorship. Is It Worth It? Leading financial marketing agency Contentworks investigates.


News provided by

Contentworks agency

Apr 17, 2024, 14:12 ET

Share this article

Share toX

Share this article

Share toX

Footballer kicking ball overlaid by financial charts
Footballer kicking ball overlaid by financial charts

Very few events can give you the kind of exposure a sporting event can. As the leading financial services marketing agency, we're looking at finance brands and sports sponsorship. Is it worth it?

LIMASSOL, Cyprus, April 17, 2024 /PRNewswire-PRWeb/ -- Very few events can give you the kind of exposure a sporting event can. Football undoubtedly takes the crown for the highest viewership, with 3.5 billion avid fans worldwide. That's massive brand exposure for finance brands. Plus, sports sponsorship is also about making a psychological connection. People don't just watch major sporting events, they interact on social media throughout. Statistics reveal that 80% of sports fans share their experience while watching live sports. And it's this exposure, reach and psychological connection that lures in finance brands. As the leading financial services marketing agency, we're looking at finance brands and sports sponsorship. Is it worth it?

How Finance Brands Have Capitalised on Sports

"The cost of sponsorship isn't just what you pay to the team, it's also the cost of your marketing. If you think the sponsorship is going to take care of your marketing, think and budget again!" Contentworks Agency Niki Nikolaou

Post this

Visa is the official payment tech partner for the Olympics and Paralympics till 2032. Citigroup also took the plunge in 2022, becoming the founding partner of PARA SPORT, the International Paralympic Committee's "grassroots-to-high performance" programme that seeks to change the narrative about people with disabilities.

Aside from maximising visibility and strengthening brand image, sports sponsorships also build customer trust and loyalty. And these benefits aren't restricted to finance giants who can sponsor the largest and most expensive events.

UK-based Starling Bank, is now the official banking partner of Team GB for the Olympic Games. Apart from giving Starling international visibility, this sponsorship is also aimed at aligning the brand with the values of teamwork and excellence that the British Olympic team represents. Brokerage firm Plus500, which started out as a back-of-shirt sponsor for Athletico Madrid moved on to being their main shirt sponsor.

Some finance brands are also capitalising on the popularity of sports personalities. For example, Poland-based XTB has signed former Spanish footballer Iker Casillas and UFC fighter Conor McGregor as brand ambassadors. AvaTrade partnered with Usain Bolt, the famous Olympic gold medalist.

Some of the most active financial services brands in terms of sports sponsorships are Visa, MasterCard, PNC Financial Services, Bank of America, Caixa Bank, American Express, Santander, HSBC, Credit Agricole, and Citigroup, as of 2023. Sponsorships by the payments sector alone were estimated at $2.5 billion as of June 30, 2023. Unsurprisingly, soccer is by far the most popular sport for sponsorships.

And while neither the sponsors nor the beneficiaries like to reveal the financial terms of the deal, the cost can vary widely, depending on factors like popularity and the type of deal. "To give an extremely broad overview, packages range from $1 million for Global Partnership deals at top European challenger clubs to over $50 million for top-level, premium uniform positions at the Deloitte Money League's top clubs (e.g., Manchester United shirt sponsorship / Barcelona shirt sponsorship)," CEO and Founder of SportQuake, Matt House, told Finance Magnates.

Contentworks Agency Niki Nikolaou added "The cost of sponsorship isn't just what you pay to the team, it's also the cost of your marketing. You need an expert content marketing agency or a team of writers, social media managers, designers, campaign managers and so much more. If you think the sponsorship is going to take care of your marketing, think and budget again!"

The choice of sponsorship really comes down to the region in which you want to promote your brand. The UK, for instance, is home to a massive football fan base. Barclays UK has partnered with the Premier League for more than two decades now. When the Women's Super League turned professional in 2019, the banking giant became its first title sponsor.

A recently announced partnership is that of Exness with LALIGA in Latin America. The brokerage is using this strategic sponsorship to establish a strong foothold in the burgeoning LATAM trading ecosystem. Latin America is home to legendary clubs, such as Barcelona FC, Real Madrid, and Atletico Madrid. And LALIGA brings together millions of fans from all across the LATAM region. Drawing on LALIGA's impressive popularity, this landmark sponsorship will boost Exness' reach in this key strategic region. The Exness-LALIGA partnership will span the two seasons: 2023/2024 and 2024/2025.

Previously, PayRetailers, a leading payments processor in Latin America, partnered with the South American Football Confederation to be an official sponsor of CONMEBOL Sudamericana. The PSP positioned themselves as experts in the field for the LATAM region and with the tournament consisting of 10 national teams – Argentina, Bolivia, Brazil, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay, and Venezuela, it was a perfect match.

Measuring the Impact of Sports Sponsorships

According to Neilsen's 2022 Global Sports Marketing report, sports sponsorships tend to drive an average increase of 10% in purchase intent among the exposed fan base, along with an average 1-point gain in metrics such as brand awareness, and a 1% rise in sales. However, less than 20% of corporate sponsorship executives have a method to measure the ROI of sponsorships. To truly understand the impact of such investments, consider using the following metrics.

  • Audience Reach: Understanding the demographics and size of the audience your sponsorship will reach can help you customise messaging for the greatest impact.
  • Brand Exposure: This evaluates how prominently and frequently your brand is seen throughout the sporting event, including on athletes' gear, jerseys, stadium signs, etc.
  • Social Media Engagement: Online dialogue is a major driver of brand awareness and positive sentiment. So, the number of comments, shares, hashtags, and, of course, likes on social media matters.
  • Sales and Revenue: Monitor any difference in sales, registrations on your platform, and even inquiries as a direct result of sponsorship.
  • ROI: This is the difference between your investment in sponsorship and the income generated consequently.
  • Sentiment Analysis: How fans perceive your brand gives you insights on whether the sponsorship has a favourable or unfavourable impact on brand image. You can use social media polls and sentiment analysis tools for this.
  • Long-Term Impact: How long can your sponsorship impact consumer behaviour? Measure the long-term connections forged and customer loyalty.

Selecting the Right Sponsorship Opportunities and Campaign

The key is to align your business with not just the most popular sport, but one that resonates with your brand image. So, listen to your target audience and the sports team/club/athlete. Here's what to keep in mind to optimise sponsorship opportunities.

Understand Your Target Market

Who do you want to reach through the sports sponsorship? Learn about their demographics, media consumption patterns, needs, aspirations, and behaviours. This will help you to identify which sport or event can be the most effective in resonating with your target audience and ensuring the widest reach for your message. For example, with Barclays UK sponsoring women's football, it aligns more with women.

Establish Sponsorship Goals

This means identifying outcomes that you want to achieve and the metrics to measure the results. The most common objectives are increased engagement, brand awareness, signups, and customer loyalty. Set KPIs that will help you track and assess each of these parametres to evaluate the effectiveness of your sponsorship. Remember to also focus on long-term goals and not just immediate monetary outcomes.

Research Sponsorship Opportunities

This goes beyond shortlisting available sporting events over the next year. Be sure to thoroughly research the leagues/clubs, teams, individual athletes, audience profile, size and reach. Plus, you will need to check out the sponsorships packages available, and the costs and benefits of each package.

Finalise the Agreement

Once you've decided who you want to partner with, it's time for some hard negotiations to finalise the deal. Start by communicating your needs and expectations clearly. Next, work out the terms and conditions of the partnership that both parties can agree upon. Make sure the agreement specifies sponsorship assets, rights, deliverables, duration, exclusivity, payment, and clauses of termination. It helps to also insert a contingency plan to stay prepared for the unexpected that could impact the sponsorship. In terms of financial services content marketing, you should understand exactly what you can say, who you can mention and how often.

Build Your Marketing Campaign

Once the sponsorship is agreed on, you need to activate it with the most impactful marketing strategy that will give you more bang for your buck. Large football clubs, F1 and tennis will provide you with a library of approved images and videos that you can and should utilise.

Monitor Progress

Make sure you track the campaign, collecting and analysing data as it unfolds. This will help you tweak the campaign to best achieve your KPIs. Identify what's working and what isn't to gain insights on future sponsorships and campaigns too. Remember to monitor audience sentiment too. Many finance brands post and walk away, but listening is a significant part of social media management.

Learn The Rules

Just because you become a sponsor doesn't mean you can do and say whatever you want in your marketing campaign. Sports teams and events have very specific rules and guidelines for sponsors. Even the less popular or smaller teams and events will have guidelines about what you can include in your marketing campaign. This can be posts, images, captions, hashtags, tags and much more.

Contentworks Agency has wide experience building and implementing marketing campaigns for leading finance brands worldwide. Book a free Zoom call to align your marketing strategy.

Media Contact

Charlotte Day, Contentworks agency, 357 25103639, [email protected], www.contentworks.agency

Twitter, LinkedIn

SOURCE Contentworks agency

Modal title

Contact PRWeb

  • 11AM ET Sunday – 8PM ET Friday
  • Contact Us

About PRWeb

  • About PRWeb
  • Partners
  • Partnership Programs
  • Editorial Guidelines
  • Resources

Why PRWeb

  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing

Accounts

  • Create a Free Account
  • Log in
  • Contact Us

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Legal
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 Cision US Inc.