In the dynamic world of marketing, sports sponsorships have evolved beyond mere brand visibility. They have become catalysts for higher conversion rates, making them indispensable for businesses.

In 2020, as global advertising scaled back, brand sponsorships in sports surged, reflecting the universal appeal and trust fans have in these partnerships. In 2021, Nielsen Sports reported a remarkable 107% increase in global sponsorship spending, with activations following suit as sports made a comeback.



The key? Trust. Fans trust brand sponsorships in sporting events, ranking them just below recommendations from friends and branded websites in terms of consumer trust.

Combine this trust with the visible sponsorship messaging, and brands stand to gain substantially. A recent analysis of 100 sponsorships in various markets found they drove an average 10% increase in purchase intent among fans.

The shift from raising brand awareness to converting consumers marks the growing importance of sponsorships throughout the marketing funnel. A 1-point gain in brand metrics can drive a 1% increase in sales on average.

The sports industry, in particular, has excelled at this transition. In the post-pandemic era, sponsors and rights holders have improved their ability to convert fans into customers, making sponsorships an integral part of balanced marketing strategies.

While various industries have embraced sponsorships, the cryptocurrency sector has stood out with its increased presence in sports and media. As crypto brands aim to solidify their value propositions and engage in meaningful two-way conversations with fans, sports provide the ideal platform to transition from awareness to intent.

Read more about how sports sponsorships are transforming the marketing landscape: 2022 Global Sports Marketing report by Nielsen Sports