Now it is not enough to place a logo on a football field. Companies want more: more visibility, more notoriety and more prominence. That is why we are attending a true revolution in sponsorship and patronage formulas Until recently it would have been unthinkable. At Uzink, specialized in strategic consulting, we have selected some different sponsorship examples to visualize the new possibilities that lie ahead.
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3 different and innovative sponsorship examples
Naming a theater...
The Gran Vía Theater in Madrid will be renamed Phillips Theater of Light. This was confirmed by the company at the beginning of 2016. An agreement by which the brand, in addition to giving the theater its name and appearing in all kinds of cultural programs, will renew the exterior and interior lighting.
This is one of the different examples of sponsorship linked to the world of culture. But he's not the only one. The Cofidis Alcázar Theater, also in Madrid, has been using this formula for several years.
Naming a catwalk...
Do you remember the original name? The Cibeles Catwalk, simply, was renamed Mercedes-Benz Fashion Week Madrid in 2012. A relationship between the automotive world and fashion was not new. Mercedes-Benz has promoted fashion catwalks in other places in the world such as New York, Berlin or Mexico.
Naming a stadium...
This trend that was born in the United States is spreading in Europe. Probably, the Allianz Arena in Munich is one of the best-known examples. The insurance company invests 9 million dollars in this contract that has a duration of 30 years. We find other examples of sponsorship linked to the world of football: BBVA Bancomer of the Rayados de Monterrey or the Etihad Stadium in Manchester.
What benefits do these sponsorship examples offer?
A collaboration of these characteristics must be well studied, planned and aligned with the interests of the company. However, we can highlight that these examples of innovative sponsorship report:
- Brand visibility in national and international media.
- Association with positive values for the brand.
- Linkage with very specific audiences and projection before new segments.
Undoubtedly, putting your brand name on a theater, catwalk or football stadium can be a great investment. Here we have put together a few different sponsorship examples. But the most original and profitable sponsorship examples, perhaps, is yet to be created. Let's keep talking?