begun to align their sponsorships with causes and initiatives that evidently address societal challenges and unlock a powerful differentiator . By championing education , healthcare , or environmental conservation , they demonstrate a genuine commitment to social development .
Equity Bank ’ s Wings to Fly initiative is an example of a transformative scholarship program that provides comprehensive support to economically disadvantaged but academically talented students in Kenya . Since its launch in 2010 , over 20,000 students have benefitted through financial assistance , mentorship , and training , with the program aiming to empower these students to realize their full potential .
Through sponsorships , companies are able to take a stance on their beliefs and values through community activity , social responsibility and supporting non-governmental or not-for-profit organizations in a visible way that speaks to their customers beliefs real-time . In the same manner , non-profit organizations have become more aggressive , and market-savvy taking full advantage of consumer beliefs to initiate and drive sponsorship partnerships and opportunities with corporates .
NGO ’ s may partner with corporates to develop environmentally friendly and bespoke packaging for companies to push their environmental conservation agenda , partnerships with sanitary companies to develop new products to drive the school campaigns targeting menstruation in girls or simply include a sales hook that says a percentage of the proceeds on sales of a product or service goes towards a cause . Ecohotels benefit greatly from this approach given that they declare upfront and in their advertising that they are plastic-free , use green energy and grow their own food in some instances , and support conservation efforts in the countries or regions where they operate by donating 5-7 % of their revenue to the conservancy or to the protection of the natural habitat in which they are located .
Sponsorship can be done by any type of organization , no matter its size or financial capabilities . The objective only needs to be strategic and the partner a good fit for the business . The real magic happens when companies unleash their creative activation strategies . It ' s all about capturing hearts and minds through ingenious campaigns that leave a lasting impression . They tap into the power of various marketing channels like social media , traditional advertising , on-site promotions , and experiential marketing to amplify their brand messages .
Trends and Changes in Sponsorship
Thanks to the Covid crisis and other world crises in the past 2 years , there have been changes and emerging trends in sponsorship . These include , but are not limited to the following :
Authentic partnerships : There is a shift towards authentic and longterm partnerships between sponsors and properties . Brands are seeking collaborations that align with their values and resonate with their target audience , aiming for a more meaningful and genuine connection .
Data-driven sponsorships : Sponsors are leveraging data analytics and insights to make more informed decisions about sponsorships . They are using data to identify the right opportunities , measure the impact of their sponsorships , and optimize their strategies accordingly .
Digital and social media integration : Sponsors are increasingly focusing on digital and social media platforms to reach a wider audience . This includes partnering with influencers , sponsoring digital content , and engaging with fans through social media campaigns . We have seen major sports and corporations ’ resort to digital and social media platforms to grow their visibility and consumer engagement .
Esports and gaming : The esports and gaming industry continues to grow rapidly , and sponsors are capitalizing on this trend . Brands are partnering with esports teams , individual gamers , and gaming events to reach the highly engaged and diverse gaming audience . Thanks again to the Covid-pandemic , esports and gaming grew exponentially in the last 3 years to record proportions . Every major sports brand worth its salt either has an online or gaming property they have developed in-house or are associating with .
Personalized experiences : Sponsors are moving towards providing personalized experiences to their target audience . This could involve offering exclusive access to events , creating tailored content , or delivering customized products or services . Have you met your discerning football fan every Monday morning chatting about how their players performed well or were dismal from the Fantasy Football League by the English Premier League ?
Purpose-driven sponsorships : Brands are aligning themselves with causes and initiatives that resonate with their target audience . They are seeking sponsorships that support social responsibility , sustainability , diversity , and inclusion to enhance their brand image and connect with consumers on a deeper level .
Virtual and hybrid events : With the rise of virtual and hybrid events , sponsors are adapting their strategies to support these formats . They are exploring opportunities to sponsor virtual conferences , webinars , live streams , and other digital experiences . It has become fashionable to have events streamed online or have such options to those not able to make it physically . It has also become a sticky point for TV and streaming services on who pays for what .
Challenges Plaguing Sponsorships
Transparency and Accountability
There is often a lack of transparency in the sponsorship process . This can make it difficult for sponsors to assess the value of their investment and to ensure that their money is being used effectively . Maintaining transparency in sponsorship agreements and ensuring accountability in the allocation and utilization of sponsorship funds can be a challenge . Companies and sponsored entities need to establish clear communication channels and mechanisms for monitoring and reporting on sponsorship activities to build trust and ensure the desired outcomes are achieved .
Poor Governance
There is often poor governance in the sports sector in Kenya . This can lead to corruption and mismanagement , which can damage the reputation of both sponsors and sponsored organizations . This has been a major hindrance in many of the sports federations ’ brands . In 2015 , local mobile telco Safaricom pulled the plug on the rugby brands they had sponsored including Safari 7s citing ‘ a lack of transparency ’.
Sponsorship Activation and Engagement
Successful sponsorship activation requires thoughtful planning and execution . However , companies may face challenges in effectively activating sponsorships to engage their target audience . Limited
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