How Brands Can Win Between Major Tournaments
Published on
by Anna Davey
When there isn't a World Cup, Olympic Games, major golf championship or Grand Slam dominating attention, many brands pull back their sports sponsorship activity. However, the periods between major tournaments often provide a less crowded environment to build deeper audience connections, tell richer stories and create more meaningful experiences.
While major events remain important moments in the sporting calendar, the periods between them can be just as valuable for brands looking to build relevance, strengthen relationships and maximise the return on their sponsorship investments. Through athlete partnerships, year-round activation and targeted hospitality, brands can remain culturally relevant and commercially effective without relying solely on major-event visibility.
In this Insight:
Building Sponsorship Value
Everyone wants to be visible during sport's biggest moments. Major tournaments deliver huge audiences and global attention.
But sponsorship value is not created solely during championships, finals and trophy presentations. The periods between those moments often provide brands with greater opportunities to build genuine audience connections, tell deeper stories and create lasting impact.
The brands that stand out at major tournaments are often those that have been consistently engaging audiences long before the kick-off, tee-off or first serve in major tournaments.
Athlete Partnerships Keep Brands Relevant
While major tournaments create spikes in attention, fan engagement with sport exists year-round. Audiences continue to follow athletes and teams long after the final whistle, increasingly engaging with personalities and stories rather than just results.
Social media and docuseries have accelerated this shift, giving fans direct access to athletes' training, lifestyle and community initiatives throughout the year. As a result, sporting conversations no longer begin and end with major events.
This creates an opportunity for brands. Rather than limiting activity to a handful of major tournaments, athlete partnerships allow brands to remain part of the conversation and build relevance over time.
While major events capture attention, everyday fandom builds loyalty, with athlete partnerships creating meaningful touchpoints throughout the year.
By aligning with the stories, values and personalities of athletes, brands can move beyond short-term visibility of a tournament campaign and create more authentic and lasting connections with audiences year-round.
Build Stories, Not Moments
The most effective sponsorships are built around stories rather than standalone moments.
Major events can generate awareness, but lasting engagement comes from creating narratives that audiences want to follow over time. Whether it is an athlete's journey, a purpose-led initiative or behind-the-scenes content, storytelling enables brands to stay connected to fans long after a tournament has finished.
People remember moments, but they follow stories.
This approach can transform a sponsorship from a transactional partnership into a platform for long-term storytelling. TCL's multi-year partnership with Arsenal is a strong example. Rather than focusing solely on matchday visibility, the partners built a values-led campaign around the idea of Inspiring Greatness, using emotive content featuring players from Arsenal's men's and women's teams to tell stories.
The campaign aligned TCL's brand purpose with Arsenal's culture of excellence, creating a narrative that resonated beyond individual matches and tournaments and gave fans an ongoing story to engage with throughout the season. Read the full case study.
By creating ongoing narratives rather than event-specific campaigns, brands can build stronger and more lasting connections with audiences, while strengthening their association with the athletes and rights holders they partner with.
Beyond the Biggest Stages
Major tournaments naturally attract the largest audiences, but they are also the most crowded sponsorship environments.
Smaller tournaments, regular-season fixtures and developing sponsorship opportunities across teams, can often provide greater opportunities to stand out. With fewer brands competing for attention, sponsors may achieve a stronger share of voice while creating more authentic activations and fan experiences.
These opportunities can also offer better value. Rights fees and activation costs are often lower, allowing brands to maximise budgets and build a presence across multiple touchpoints rather than concentrating investment around a single event.
For some brands, a sustained presence across the sporting calendar can be more effective than concentrating investment around one major event, driving stronger results across brand awareness, audience engagement, and commercial outcomes.
The question should not always be how to activate around the biggest event, but where a brand can create the greatest impact.
How Hospitality Supports Business Growth
While much sponsorship activity focuses on engaging consumers, many brands use sport to strengthen business relationships.
Major events remain highly desirable hospitality environments, but they can also be crowded and competitive. The periods between major tournaments often provide opportunities for a more focused and personal approach.
Regular-season fixtures, smaller tournaments and emerging events can offer the time and environment needed for meaningful conversations with clients, prospects and partners. Rather than concentrating activity around a handful of flagship occasions, brands can create a consistent programme of hospitality experiences throughout the year.
This approach allows hospitality to align with commercial priorities, sales cycles and relationship-building objectives rather than the sporting calendar alone.
For B2B-focused brands, success is often measured through stronger relationships, client retention and commercial outcomes. Major tournaments may open doors, but year-round hospitality programmes help build the relationships that drive long-term business growth.
Building a Year-Round Sponsorship Strategy
The most effective sponsorship strategies start with a clear understanding of the objective.
Brands focused on consumer engagement may benefit from athlete partnerships or ongoing activation programmes that maintain visibility throughout the year. Those with B2B objectives may place greater emphasis on hospitality and relationship-building experiences.
The New York Jets' London activation ahead of the 2025 NFL London Games highlights how extending activity beyond a single event can create deeper audience engagement. Through a week-long programme of fan experiences, local partnerships and content initiatives, the campaign created multiple touchpoints for supporters and generated more than three million social impressions. [Read the full case study.]
Regardless of the approach, thinking beyond major tournaments is essential. Building a year-round calendar of activity creates more opportunities to engage audiences, tell stories and generate value over time.
Consistency is often the difference between short-term visibility and long-term impact.
Conclusion
Major tournaments will always play an important role in the sponsorship landscape. Their ability to generate excitement, attention and cultural relevance is unmatched.
However, the strongest sponsorship strategies are built through consistent engagement, authentic storytelling and meaningful connections throughout the year.
Whether through athlete partnerships, content-led activation, emerging properties or targeted hospitality programmes, brands have opportunities to create value beyond sport's biggest moments.
For brands looking to build lasting impact, the greatest opportunity may not be at major tournaments themselves, but in the periods between them.
If you're a brand looking to maximise partnership value, SPORTFIVE can help create meaningful collaborations that deliver results for fans, partners and the wider game.
In modern sports, several different types of partnerships exist, all of which can generate significant value.
Sponsorship deals are perhaps the most common form of sports partnerships. Companies invest in sports teams or events in exchange for advertising and brand exposure. These deals provide financial support to the teams and help sponsors connect with their target audience.
Strategic alliances involve two or more sports organisations coming together to achieve common goals. This could include sharing resources, facilities, or even talent. Such partnerships can lead to improved facilities, enhanced scouting networks, and ultimately, better performances on the pitch.
Successful sports teams recognize the importance of engaging with their local communities. Community partnerships involve initiatives such as youth sports programs, charity events, and education. These partnerships not only create goodwill but can foster a committed and engaged fan base.
In today's digital age, media collaborations are key. Sports teams and media outlets often join forces to collaborate on engaging content, including exclusive interviews, behind-the-scenes footage, and live broadcasts. These partnerships boost visibility for both parties.
A brand partnership is a mutually beneficial agreement between two or more businesses. All parties agree to help one another by promoting and sponsoring each other or creating content together.
Brand partnerships aim to increase brand recognition and ultimately boost sales and customer loyalty.
In sports, co-branding exists, where two or more companies jointly promote their brands, services, and products through cross-marketing efforts.
This can include anything from social media posts, advertisements, and commercials to events and appearances by high-profile athletes and celebrities.
Sports partnerships can be defined as a new level of sports sponsorships: they represent a tighter-fitted collaboration between sports and businesses or brands.
Partnerships are less based on standard marketing benefits and more tailor-made on the company’s specific needs, and several company levels are involved in the sports project: from marketing to Research & Development, from production to management.
Partnerships tend to be focused on the improvement and development of specific products or services, and are usually long-term. They can be very effective on the customers and clients, who witness a true affinity with some of the world’s most winning properties. Partnerships are often multidimensional and multi-layered, with the development of new tech, as well as new products and the marketing that comes with them.
SPORTFIVE is a global sports marketing agency that specialises in sports rights, marketing, and entertainment. We work with sports organisations, clubs, and brands to create and optimise commercial opportunities in the sports industry. SPORTFIVE is involved in various aspects of sports business, including the sale of broadcasting rights, sponsorship and partnership management, stadium naming rights, and other marketing initiatives.
SPORTFIVE creates innovative, engaging solutions that are worthy of the incredible sports, athletes and partners we work with, and the passionate fans who follow them. Campaigns are built collaboratively, based on trust and transparency, and enabled by a deep understanding of the industry, the agency’s global reach, digital intelligence and creative courage.
The result is gamechanging sports partnerships that redefine standards in the sports and entertainment space.
SPORTFIVE believes in the power of five - bringing brands, rights holders, media platforms, fans and ‘us’ together through sport.
SPORTFIVE is a global sports marketing agency that specialises in various aspects of the sports and entertainment industry. The agency works with sports organisations, teams, and brands to optimise commercial opportunities.
One of SPORTFIVE's key areas of focus is the sale and management of sports media rights, including broadcasting and digital distribution deals. They negotiate and facilitate partnerships, sponsorships, and naming rights for sports entities, helping them enhance their brand value and revenue streams.
Additionally, SPORTFIVE provides expertise in marketing strategies, assisting clients in building strong connections with their target audiences. Their comprehensive approach spans across the sports business landscape, from media rights to sponsorship management, contributing to the overall growth and success of their clients in the dynamic world of sports marketing.
SPORTFIVE operates across a broad spectrum of sports, engaging with diverse disciplines and events globally.
The agency has a comprehensive portfolio that spans popular team sports, individual sports, and major sporting events. They are involved in football (soccer), which is a significant focus given its global popularity.
Additionally, SPORTFIVE is active in sports such as basketball, tennis, golf, motorsports, american football, multi-sport events such as the Olympic and the world of esports & gaming.
The agency's reach extends to various regions and markets, allowing them to navigate the unique landscapes of different sports industries.
Whether facilitating media rights deals, managing sponsorships, or developing marketing strategies, SPORTFIVE's involvement spans across a wide array of sports, showcasing their versatility and ability to cater to the commercial needs of sports organisations and brands in the ever-evolving sports market.
If you are interested in becoming a sponsor, the specific contact person or department will depend on the entity or property you want to sponsor.
Sports Marketing Agencies: Agencies like SPORTFIVE specialise in connecting sponsors with sports opportunities. Contact their business development or sponsorship departments.
Sports Teams or Clubs: Contact the sponsorship or partnership department within the sports team or club.Look for information on the team's official website regarding sponsorship opportunities and contact details.
Sports Events or Leagues: Reach out to the event organiser's sponsorship or partnership department. Event websites often have dedicated sections providing information for potential sponsors.
Athletes: Contact the athlete's management or agent, who typically handles sponsorship inquiries. Some athletes manage their sponsorships independently, and contact information may be available on their official website or social media.
Sports Federations: Reach out to the sponsorship or business development department of the relevant sports federation. Check the official website of the federation for sponsorship guidelines and contact information.
For specific details, visit the official website of the entity you are interested in sponsoring or directly inquire through the provided contact information. If the information is not readily available, consider reaching out to the general contact line or email provided on their official platforms, and they can direct you to the appropriate department.
Choosing the right sponsorship for your goals involves strategic consideration of your brand objectives and target audience. Follow these steps:
Define Objectives: Clearly outline your marketing and business objectives for the sponsorship, whether it's brand visibility, customer engagement, or community outreach.
Know Your Audience: Understand your target audience and align sponsorship opportunities with their demographics, interests, and behaviours.
Relevance: Choose sponsorships that align with your brand values and resonate with your audience, creating authentic connections.
Evaluate Opportunities: Assess potential sponsorships based on factors like reach, engagement potential, and the alignment of the sponsored entity with your brand image.
Budget Considerations: Evaluate the financial aspects, ensuring the sponsorship aligns with your budget while delivering significant value.
Negotiate Terms: Work with the sponsored entity to negotiate terms that meet your goals, ensuring a mutually beneficial partnership.
By aligning sponsorships with your brand objectives, audience demographics, and values, you can choose opportunities that effectively contribute to the success of your marketing and business goals.
Perimeter advertising refers to the strategic placement of advertisements along the edges or perimeters of a sports field or playing area during live broadcasts or events.
Commonly seen in sports like football, American football, and rugby, perimeter advertising utilises boards, banners, or digital displays situated around the playing surface.
These advertisements often showcase sponsor logos, brand messages, or promotional content and are strategically positioned to capture maximum visibility during televised or streamed broadcasts.
Perimeter advertising serves as a prominent and dynamic method for brands to gain exposure to a large audience, both in-stadium and through broadcast viewership.
The visual impact of perimeter advertising enhances brand recognition, reinforces sponsorships, and contributes to the overall commercial ecosystem of sports, providing a valuable platform for sponsors to connect with sports enthusiasts and consumers.
SPORTFIVE offers a comprehensive range of services that go beyond standard sponsorship deals. The agency provides full sponsorship consulting, activation, and sales, ensuring that brands receive strategic, tailored advice at every stage of the sponsorship process. The global presence and data-driven approach makes SPORTFIVE the preferred partner for brands looking to make impactful investments in sports.
Learn more about the service offering here
If you are interested in a career at SPORTFIVE and help brands to grow through sport sponsorship and marketing, simply check out the careers page. The SPORTFIVE team will be happy to discuss opportunities that match your experience and vision.
SPORTFIVE works for a diverse range of brands, from global consumer brands to niche players looking to enter the sports market. The clients come from a variety of industries, including automotive, consumer goods, tech, and more. No matter your size or industry, SPORTFIVE can tailor a sponsorship solution to meet your specific needs.
