Companies are increasingly focusing on aligning their sponsorships with their brand values and target market preferences . They are seeking partnerships that resonate with their audiences and offer meaningful experiences to consumers .
Development of brands for any marketing activity has become a central pillar for success in business . Marketing allows use of various tools for brand positioning to gain competitive advantage in the market . Corporate sponsorship of sports , arts , music , entertainment and causes is a widely used marketing and communications tool across the globe with several brands toppling each other in their sponsorship spend to their brand visibility , connect with target audiences , and demonstrate their commitment to social responsibility .
Sports sponsorship is the largest form of sponsorship in the world in scale and spend as they are both easily relatable to the intended audience , measurable and provide significant exposure to brands . Nielsen ’ s 2021 Trust in Advertising Study shows that 81 % of global respondents either completely or somewhat trust brand sponsorship at sporting events which in turn drives purchase behavior . In an analysis of 100 sponsorships between 2020 and 2021 in seven markets across 20 industries , Nielsen found that the sponsorships drove an average 10 % lift in purchase intent among the exposed fanbase .
The transition from building awareness to conversion speaks to the growing importance of sponsorships throughout the full marketing funnel , and this trend will continue . Nielsen ’ s experience base shows that on average , a 1-point gain in brand metrics such as awareness and consideration achieved , drives a 1 % increase in sales . Upper-funnel efforts also generate an array of ancillary benefits that can drive the efficiency of sales activations .
Similar sponsorship characteristics are evident in the Kenyan market with large brands visibly inclined towards sports sponsorship as a mainstay . In April 2023 , Safaricom in partnership with the Football Kenya Federation announced over KES . 400 million ( approx . US $ 2.906 million ) sponsorship of the Chapa Dimba football tournament after a 3-year hiatus . This marks one of the biggest sponsorships in the country for a single sport ! East African Breweries Limited ( EABL ) has been a key sponsor of the Kenya Open Golf Championship , a prestigious golf tournament on the European Challenge Tour . The sponsorship has allowed EABL to connect with golf enthusiasts and leverage the event ' s international exposure to promote its brands . Visa ' s sponsorship of the FIFA World Cup is a major marketing opportunity for the company . The World Cup is still the most watched sporting event in the world , and it provides Visa with a platform to reach a global audience . Visa has used its sponsorship of the World Cup to launch a number of marketing campaigns , and these campaigns have been very successful .
Sponsorships however range in scope from the international such as the World Cup to the local such as the marathon races and walks , tree planting and conservation campaigns which are steadily increasing in share . Sponsorship can be said to exist in five categories namely sport sponsorship , non-sports sponsorship , NGO sponsorship , personal sponsorship ( endorsement ) and patronage .
Entertainment and attraction sponsorships such as those done by airlines as well as festivals , fairs and annual events have provided more opportunities for brands that cannot play in the sports sponsorship arena to take up non-sports opportunities . Beer and tobacco brands are also heavy users and beneficiaries of sponsorships to circumvent the heavy embargoes that have been placed on such products , and have since been joined by packaged goods , retail and financial services .
Governments and countries have also begun sponsorship campaigns packaging and marketing their services and whole nations as opportunities for sponsorship under flagship brands such as Visit Dubai and Tembea Kenya in well designed and crafted endorsements and patronage lines of sponsorship . Sponsorship must therefore be viewed from the angle of economic interest and business strategy to deliver the results intended for the sponsorship .
Corporate sponsorship done in cash or inkind always has an objective to increase awareness of the company , improve corporate image , demonstrate community responsibility , drive sales , increase shortterm revenue and long-term patronage and foster employee motivation . The tactics used vary as some brands take up sponsorship to communicate a particular lifestyle , shape consumer attitudes and influence beliefs , reinforce commitment to a cause , differentiate a brand from its competitors , take advantage of merchandising opportunities , showcase product attributes , combat larger advertising budgets of competitors , supplement business-tobusiness ( B2B ) marketing efforts and entertain clients . It ' s a win-win situation where brands build their reputation , and consumers find a brand they can trust .
State of Sponsorship in Kenya
The sponsorship landscape in Kenya has seen significant growth and transformation in recent years , driven by the country ' s dynamic economy , cultural diversity , and the increasing recognition of the value that sponsorships bring to both brands and consumers . Furthermore , corporate social responsibility ( CSR ) initiatives have gained prominence , with companies sponsoring social development programs , education initiatives , and environmental conservation efforts .
In the current state , especially post-Covid era , sponsorship has been characterized by a growing emphasis on strategic partnerships and activation strategies . Companies are increasingly focusing on aligning their sponsorships with their brand values and target market preferences . They are seeking partnerships that resonate with their audiences and offer meaningful experiences to consumers . Activation strategies are becoming more sophisticated , with sponsors leveraging various marketing channels , including social media , traditional advertising , and experiential marketing , to maximize their brand exposure and engage with their target audience on multiple platforms .
There is a heightened awareness of the importance of measuring the return on investment ( ROI ) of sponsorships . Brands
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Companies are increasingly focusing on aligning their sponsorships with their brand values and target market preferences . They are seeking partnerships that resonate with their audiences and offer meaningful experiences to consumers .