Is it better to sponsor football or tennis? God knows, there is not such a thing as a better sport. There are different clients, in different areas of the world, engaged in different activities in different industries. And these clients have different objectives and budgets.
Any and each of these elements decide which sport you should go for, so it is not the discipline itself that makes the difference but one’s own circumstances. Obviously, sports are different and have different values and sports are run by organizations and within them, there are teams or athletes that are different.
So once you have found the right sport it is as important to find the right team/athlete. I remember a very sharp remark I heard ages ago while visiting an important food producer in Italy. It was related to a sponsorship they had in the past with a tennis player that was defined -to be polite- “not very talkative“.
Basically, you can choose the right sport (values perfectly aligned with your brand) perfectly run by the organizer and a winning tennis player THAT SIMPLY DOESN’T TALK. Obviously, you cannot change the attitude of a person, so it is better to check beforehand if the Testimonial is a good communicator and can add value to one of your event.
In fact, it could be very difficult to use THIS tennis player in your private event when you need an extra boost with the boss of that big supermarket chain that happens to be a great tennis fan…
But such is life, and if you do not check beforehand you’ll end up with a weak point and a missed opportunity.
So, first of all, aligned values, then popularity in the region, then TV and media coverage, then teams and organizers, then riders or athletes and their management and what they are capable of and willing to do outside the court, track or playfield.
When all the pieces of the jigsaw are put nicely together you can expect explosive results. In a few words, a good planning is imperative.