are seeking ways to evaluate the impact of their sponsorships , whether through brand awareness metrics , consumer engagement measurements , or financial performance indicators . This drive for accountability and effectiveness has led to the adoption of more strategic approaches to sponsorship selection , activation , and evaluation .
In some quarters , it has been perceived that some sponsorships are impulsive , driven largely by technical know-who but completely divorced from marketing lenses which means that they add zero value to the brand story . Some major corporations have developed a sponsorship team which looks through all sponsorship proposals , and make a summary according to their interpretation and understanding . The summarized list is put to a vote by nonmarketing practitioners using parameters that go beyond the marketing realm .
A look at sponsorships home and abroad
One of the most iconic sponsorship deals of all time was Nike ' s partnership with basketball legend Michael Jordan which helped propel the Nike brand to new heights in the 1990s and 2000s . Jordan ' s line of signature shoes and apparel continues to be one of Nike ' s top-selling product lines . In 2022 alone , the Air Jordan brand raked in over $ 5 billion for the brand . Michael Jordan ’ s business acumen continues to keep the brand ever-present with extensions for the sneakers seen in the recently screened show The Last Dance on Netflix .
Coca-Cola has been the official sponsor of the World Cup extravaganza since 1978 , and its association with the edifice has helped cement its position as a global brand . Coca-Cola ' s World Cup Trophy Tour has grown to become a major sporting tour before the commencement of the World Cup tournament each year as the brand leverages its sponsorship of the biggest game in the world . They further create a mystic around it by insisting that only Heads of State or former winners can ‘ carry or touch the trophy ’ driving novelty and keeping it a worthy attraction .
From the region , Rwanda sprung a surprise on the world when they announced a shirt sponsorship with Arsenal , one of the leading teams in the English Premier League ( EPL )’ s . Rwanda ’ s Development Board ( RDB ) noted that the number of tourists from England alone jumped 5 % between 2021-2022 . Before the shirt sponsorship titled ‘ Visit Rwanda ’ was signed in 2018 , 71 % of Arsenal fans worldwide had not considered Rwanda a tourist destination , but by the end of the first year of the partnership , half of them considered Rwanda a destination to visit , noted Belise Kariza , Head of RDB ’ s tourism department . Besides raising brand awareness , sports sponsorship builds brand goodwill . When consumers see a brand supporting their favorite team or sport , they are more likely to develop a positive opinion of the brand .
In event sponsorship , Mastercard ' s sponsorship of the Grammy Awards has helped it reach a highly engaged audience of music fans . The company ' s " Priceless " advertising campaign has become synonymous with the Grammys and has built brand loyalty and increased awareness of the Mastercard brand . Coming in as the ‘ Official Financial Services Partner ’ the company has looked to create association with music ’ s most prestigious awards .
Red Bull has become synonymous with extreme sports , thanks to its sponsorship of athletes and events in sports such as Formula 1 , snowboarding , skateboarding , and freestyle motocross . Red Bull ' s branding and advertising campaigns have helped it establish a strong connection with young , adventurous consumers seeking fun and thrill out of life .
Safaricom Jazz Festival was another marquee event for the music genre ’ s lovers in Kenya . The event which started off in 2014 marked significant growth in the five years of its existence bringing jazz greats such as super-producer and guitarist Marcus Miller , Afro-jazz legend Jimmy Dludlu and Grammy winner Diane Reeves . Audiophiles across the city and country got an opportunity to enjoy performances from music legends they previously only interacted with on radio . The event also provided a platform for budding local talent including Nairobi Horn Project and the Youth Orchestra which often performed as curtain-raisers for the main acts . It also served to demystify and grow the music genre of jazz once considered bourgeois to the larger populace in the country . The event was seemingly dropped off the telco ’ s raft of events from 2020 .
Nike ’ s sponsorship of cyclist Lance Armstrong still stands out as the brand continued to support the cyclist postretirement . The engagement was marred by reports of allegations of the athlete using doping and performance-enhancing drugs to train and win in major cycling events including the glamorous Tour de France .
Through his band written Livestrong , he managed to influence fund-raising using wrist-bands fashionable before he was dropped from competitive sport on allegations of doping .
In West Africa , the Nigerian Professional Football League ( NPFL ) currently managed by the League Management Company has had a mixed basket in running the highest level of club football in Nigeria . In 2018 , Guinness Nigeria ( subsidiary of Diageo Inc ) terminated its 11-year sponsorship deal with the NPFL for alleged breach of contract by the league . The abrupt termination led to a loss of financial support for the league and highlighted the challenges of sustaining sponsorships in African football .
Impact of Sponsorship on Marcomms
Sponsorship has been evident for over three decades , but some factors evidence the increase in sponsorship activity by brands in the last few years . The decreasing efficiency of the traditional promotional mix means consumers are paying far much less attention to advertising as they once did . TV viewers are able to determine when and how they watch TV and now have the option to avoid ads completely by paying a premium price for on-demand streaming services such as YouTube . Ad opportunities on these platforms are already very competitive and limited for brands , and consumers still have the power to cut them out completely . The fragmentation of mass media has further forced companies to find alternative methods to communicate their marketing messages .
Consumers find advertising to be dishonest , manipulative and deceptive and their attitudes remain ambivalent . Sponsorship offers the opportunity for brands to create interactive , two-way communication that works to deepen relationships with customers . Post-covid especially , sponsorship in Kenya 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 .
In Kenya , there seems to be a strong emphasis on sponsorships that speak for corporate responsibility . Companies have
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