Why is Omega the lead sponsor of professional tennis and Red Bull the face of extreme sports? One might say it is because they have a lot of money and resources to capture the title sponsor role, which is hard to attain. But, there are actually many reasons – faces – to the desire to sponsor high profile events.
Omega, one of the most recognized watch brands around the world, prides itself on being the luxury brand to a discriminating customer. Omega wearers expect perfection, elegance and prestige in wearing the product. They intentionally choose to be the main sponsor of professional tennis to position their high-end product in front of existing and potential customers who are attracted to luxury and exclusivity Omega saw an opportunity to correlate their products with a sport that is known for its prestigious fans and finely toned athletes. It is no secret that a good portion of the wealthy community around the world takes pride in their loyalty to the sport of tennis, both playing and watching.
Another face of sponsorship is philanthropy. Successful companies with ties to specific causes, organizations or communities, sponsor events and lend their name to raise money. Typically, companies, foundations and individuals will donate and endorse events where they share a mutual passion, belief system and goals for change with that particular cause.
Companies sponsor events or sports for different reasons. As mentioned above, Omega, a global luxury watch brand, sponsors professional tennis because the sport aligns with the goals of its customers but also for the visibility and exposure. By being the face of a globally broadcasted sport, watched by millions around the world, the publicity and exposure to potential new customers is endless. Omega might also consider the sponsorship of tennis as a simple act of giving back. Perhaps someone in the leadership team played tennis as a child and has fond memories of the competition and training.
Whether the motivation is brand exposure, sales and marketing, cause-related marketing or generosity, there are many faces of sponsorship being discussed in company meetings around the world. How does your company decide which events, community or industry events to support? Do you have a cause you rally around as a business?
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