It is not a coincidence that large and well-known brands have become ingrained in professional sports and sporting events. Fans’ passion and love for their teams is often conditioned from an early age, making them bound to that team for love.
Large businesses and corporations are well familiar with that fact, and for that reason they try to “score” some of that fan base. This is often done by sponsoring events, half-time shows, or including athletes in their commercials.
But, don’t mistake sports sponsorship as a game just for the big leaguers. There are plenty of local and small businesses who are doing the same, just on a smaller scale.
If you own a small business, especially one that is concentrated in a certain region, here are a few reasons as to why you should consider sponsoring a local sports team or event.
Tax incentive. Sponsorship are considered a certain type of donations. If you inquire into your local sports organizations, you will undoubtedly notice that almost all of them are registered as nonprofit groups. This allows businesses to get tax breaks when they make direct donations to such establishments.
Building rapport with your community. This is perhaps the most important point for any local business. Building trust begins by building rapport. Sponsoring youth sports programs demonstrates to parents and local politicians that your business cares about the development and overall infrastructure of the community. Not to mention, if the next Sydney Crosby comes out from one of those youth themes, you can bet there will be pictures leaked in the media with his early jersey on. One that says “sponsored by Joe’s Sandwich Club”.
Increase company’s awareness. This one goes without saying. After all, everything in business should be done with a marketing perspective in mind. Your company can get its name on the jerseys, side advertisements of the fields, and possible website advertising. Some simple twitching to your own website can drive additional traffic to your business through your sponsorship.
Build goodwill. This is somewhat related to the building rapport point I’ve mentioned above. By sponsoring a youth sports organization, your business can demonstrate its loyalty to the community. For example, your business is windows and doors in Winnipeg, and you decide to sponsor a local soccer club. This would significantly increase your community ties to people from Winnipeg. If they need to replace their doors or windows, they will likely think about you first. Because, they know the money they pay you, will more or less circulate back to their locality.
Return on investment can be really good from such sponsorship. Usually, there is no cap on how much one can invest into a sports team. But, in most cases, it is up to $5,000. This year-round investment, can yield incredible results once the community begins building rapport with your business. This is true, especially if your business depends on repeat customers.
Small donations and sponsorship to youth sports clubs and events can go a long way. This communal rapport-building advertising technique can help your business strengthen its ties to the community.