The Interbrand Best Global Brands of 2024 report revealed that 92 of the top 100 global brands leverage sports sponsorships to fuel their growth. This isn’t by chance – sports partnerships offer unmatched opportunities to drive results on a massive scale.
But success in this space isn’t guaranteed. It’s a competitive, ever-evolving space where the right sports marketing partner can be the difference between your brand standing out on the world stage or struggling to make an impact. Here’s what to look for in a sports marketing partner to ensure your brand becomes part of a success story.
Expertise in the sports world
The sports industry is unlike any other. It requires an in-depth understanding of its inner workings. A good sports marketing partner knows the ins and outs of multiple sports ecosystems, from English football to motorsports and rugby and beyond. Their insights on fan culture, brand alignment, and the right timing for campaigns can be invaluable in helping you maximise your brand’s impact. If your agency lacks deep-rooted expertise in your target sport, it might be time to look at your options.
A proven track record
Anyone can claim expertise, but can they prove it? Look at your agency’s case studies, testimonials, and past successes. Agencies with a strong track record of results can showcase tangible metrics – whether that’s engagement rates, boosts in brand visibility, or actual revenue growth tied to sponsorships. An established track record demonstrates reliability and that the agency is equipped to navigate challenges and deliver measurable results.
Tailored strategies, not templates
The right sports marketing partner knows that each brand is unique. If your agency is recycling tactics and relying on one-size-fits-all templates, you’re probably missing out on opportunities to stand out. An agency that takes the time to understand your brand’s values and goals is a good indication of whether they can create bespoke strategies that align your brand with the right sponsorships.
Adaptability and innovation
Fan expectations, technology, and platforms are continuously changing. A good agency has to be agile and innovative, ready to pivot and seize new opportunities. Are they forward-thinking, staying ahead of trends in social media engagement, virtual experiences, or sustainable sponsorships? Look for the ability to adapt and innovate in a partner to help you thrive in this dynamic environment.
Access to a strong network
One of the greatest advantages of partnering with an established agency is their network. The right sports marketing partner has well-developed relationships with rightsholders, sports organisations, and media outlets. Leveraging these connections, they can access exclusive sponsorship opportunities and premium placements on a global scale, giving you a competitive edge in reaching more fans in memorable ways.
The right sports marketing partner is more than just an agency—they’re an extension of your team, fully invested in helping your brand succeed. How does your agency measure up?
With a proven track record of unlocking brand potential and forging meaningful fan connections, Treble is here to help you make an impact where it matters most. Connect with us, and let’s start building your next winning partnership.
Treble is a global sports marketing agency with unparalleled access to decision-makers in top sports. We’ve been helping brands and rightsholders build lasting, mutually beneficial partnerships for 25 years. Get in touch to explore how we can bring your vision to life.