Multi-Asset Sponsorship: Your Brand At The Heart Of The Game
Tennis, rugby, football and even Formula 1 are sports that bring people together and evoke strong emotions among spectators.
Aware of this unique ability to create connections, brands are increasingly adopting an innovative sponsorship strategy: multi-asset sponsorship. This type of sponsorship is characterized by diversified partnerships across multiple competitions, leagues, clubs and individual athletes. Whether within a single sport or across multiple disciplines, brands maximize their presence and impact.
By combining brand perception, awareness, and business objectives, multi-asset sponsorship offers a comprehensive solution to engage the target audience effectively and sustainably.
In this Insight:
What Is Multi-Asset Sponsorship?
Contrary to popular belief, sports sponsorship is not limited to a single partnership or a single sport. More and more companies are choosing to adopt multi-asset sponsorship strategies, a practice that involves multiplying sponsorship agreements to maximize the reach and effectiveness of their investment. By associating their brand with multiple sports events, these companies are able to reach broader audiences and create a deeper connection with their target audiences.
Multi-Channel Sponsorship: Optimizing Touchpoints
Multi-asset sponsorship can also extend beyond direct sports partnerships by incorporating multi-channel sponsorship. This means that brands go beyond simply associating with a sport; they leverage a variety of communication channels around it: television, radio, digital, social media and live events. By multiplying these touchpoints, brands ensure a consistent and relevant presence with their audiences.
For example, a brand associated with a major sports event might sponsor the TV broadcast, engage on social media through digital activations, and utilize radio and streaming platforms to maximize impact. This approach reinforces brand recall across diverse media consumption platforms.
The Three Main Types Of Multi-Asset Sponsorship
Multi-asset sponsorship can take various forms depending on a brand’s objectives and positioning. Here are the three primary strategies brands adopt in multi-asset sports partnerships:
Multi-Asset Strategy To Dominate A Sports Territory
This strategy involves multiplying partnerships within a single sport to strengthen the brand’s presence and positioning among fans. By becoming a key player in a specific sport, the brand embeds itself in the collective imagination of spectators and maximizes its touchpoints.
Example: BNP Paribas & Tennis
BNP Paribas sponsors multiple tennis tournaments worldwide, including Roland-Garros, the Davis Cup, and several athletes, consolidating its image as the “bank of tennis.” Thanks to its investments, BNP is widely perceived as the tennis bank.
Société Générale & Rugby
In France, Société Générale supports both the National Rugby League (Top 14 and Pro D2) and the French Rugby Federation, while also sponsoring around 200 amateur clubs. This approach strengthens the bank’s national presence and increases its international visibility.
By maintaining consistent and active support across different levels of rugby, this strategy helps establish a cohesive brand narrative, positioning Société Générale as a steadfast and dedicated supporter in the world of rugby, recognized by fans for its enduring commitment to the sport.
Multi-Asset Strategy Based On Brand DNA
Some brands, whose positioning or image is intrinsically tied to specific values, choose to sponsor multiple sports or types of events to reinforce their identity and enhance their overall reputation.
Example: Rolex
Rolex embodies a dual strategic positioning. On one hand, the brand sponsors a range of sports (tennis, golf, sailing, etc.), while on the other, it adopts a multi-asset approach within each discipline, supporting premium events and athletes. This strategy reinforces its association with excellence and elegance—core values that are central to the brand’s image.
Emirates
The airline multiplies its partnerships across prestigious sports events worldwide, including football, rugby, tennis, sailing, and equestrian sports. This approach allows Emirates to achieve global visibility while reinforcing its premium brand image.
This strategy enables Emirates to maximize touchpoints and present a consistent brand image across carefully selected events, enhancing its reputation as a high-end, globally recognized brand.
Multi-Asset Strategy With A Multi-Local Dimension
Some brands take a localized multi-asset approach, tailoring their partnerships to the unique characteristics of the regions or countries in which they operate. This strategy allows the brand to align with local contexts and build close connections with local communities.
Example: Aushopping
As a network of shopping centers, Aushopping has adopted a multi-local strategy in France, sponsoring iconic clubs like RC Lens, LOSC, and Olympique Lyonnais (OL) in football, as well as Union Bordeaux-Bègles (UBB) in rugby. These partnerships help Aushopping boost its local visibility while strengthening its positioning in key regions.
At SPORTFIVE, we supported Aushopping in this initiative by identifying the most relevant local sports assets for each strategic region.
Benefits Of A Multi-Asset Strategy
Adopting a multi-asset sponsorship strategy is an ambitious approach that offers numerous advantages. By multiplying partnerships, a brand can:
its visibility
on different platforms and with different audiences.
brand identity
by being consistently associated with several events or sports.
ROI
reaching a wider range of consumers while increasing engagement.
points of contact
with target audiences in a variety of contexts, reinforcing memorability and positive association with the brand.
Conclusion
In a world where engagement and visibility are essential for brands, opting for a multi-asset sports sponsorship strategy is a key strategic decision. Whether it's to establish yourself as a major player in a sporting discipline, or to reach a wider audience through a variety of events, this approach enables companies to maximize the impact of their partnerships while reinforcing their brand awareness and image.
