Datalive recap: sports sponsorships are an easy way to score.

Last month, Crowley Webb hosted its first Datalive event and webinar, a new series where we tap Sample, Crowley Webb’s proprietary consumer panel, to glean fresh data and pointed insights from real consumers.

For our debut, we whipped out every sports pun in the book to talk about the value of sports sponsorships. We explored fan perceptions, what drives engagement, and how brands can effectively connect with their target audience through professional and collegiate sports. Here are some of the key takeaways.

Why sports sponsorships?

A sports sponsorship is about more than just slapping a logo on a ribbon board screen. Sports sponsorships offer brands a powerful platform for increasing awareness and connecting with consumers on a deeper level. In fact, 61% of respondents stated that sports sponsorships bring increased awareness for brands. Beyond that, 61% believe sponsorships make a brand seem more community-focused.

Naming rights aren’t the only way to win.

If you think it’s naming rights or bust, think again. Let’s take a look at the Buffalo market. While naming rights partners like Highmark, KeyBank, and Sahlen’s enjoy high recall when associated with the Bills, Sabres/Bandits, and Bisons, respectively, and non-naming rights sponsors also make a significant impact. M&T Bank, West Herr Auto Group, and Moe’s, for example, demonstrate that strategic player partnerships, can’t-miss creative, and on-site giveaways and activations can be just as effective.

Altruism (and free stuff) drives engagement.

The top driver of engagement with a brand’s sports sponsorship is supporting a cause respondents care about (60%), followed by promotions or discounts (57%). But, it’s worth noting there is an expectation of a discount or deal – 59% of respondents expect brands that sponsor sports to offer promotions or special offers to fans.

Thanks to everyone who attended or tuned into our first edition of Datalive. We hope it was a home run/slam dunk/gooooooooooooooal of a share that provided valuable insights into fan expectations and effective sponsorship strategies.

Looking ahead, we’re excited to continue this series both in person and virtually, leveraging Sample to uncover actionable insights for brands across various industries.

Interested in all our sports sponsorship findings?

Download the presentation