Sponsoring a sports club or event is no longer just about having your logo on a jersey or banner. The smartest brands are moving beyond visibility. They use sports partnerships to connect with fans in ways that feel personal, are measurable, and drive real business outcomes.

Here are 10 proven strategies that help brands grow awareness, engagement, and sales through sports – and how Playmakers helps make them happen.

1. Target the right fan segments

Stop trying to reach everyone. Work with clubs that can segment their audience based on interests, spending, and behaviors. This ensures your campaigns speak directly to the fans most likely to buy.

Example: A fitness brand partners with a club to target health-conscious fans with special offers.

2. Deliver personalised activations

Use fan data to tailor your sponsorship messaging. Personalised offers feel more relevant and convert better than generic promotions.

Example: Send exclusive discounts to season ticket holders who buy merchandise online.

3. Integrate digital touchpoints

Combine on-site exposure with digital campaigns. Use email, push notifications, and social ads to extend your reach before, during, and after matches.

Example: A food delivery sponsor runs matchday promotions through the club’s app, offering discounts when the team scores.

4. Offer exclusive experiences

Fans love feeling special. Create sponsor activations that give fans something they cannot get elsewhere.

Example: A bank partner gives loyal fans VIP matchday experiences or meet-and-greet sessions with players.

5. Connect sponsorship to sales

Good partnerships track real ROI. Use trackable discount codes, unique landing pages, or fan contests to measure conversions and customer acquisition cost.

Example: A beverage sponsor provides a code for fans that can be redeemed online or in stores, linking exposure to actual sales.

6. Activate on social media

Leverage the club’s audience with co-branded social content. This drives engagement beyond the stadium.

Example: A travel brand sponsors “away day” fan stories, encouraging fans to share their experiences using a branded hashtag.

7. Use real-time engagement

Tap into the excitement of live moments. Trigger special offers or content when key events happen during a game.

Example: An insurance sponsor sends push notifications for a flash giveaway when the home team scores first.

8. Create a digital fan hub

Work with the club to build or enhance a digital fanzone where fans interact with sponsor content, games, and offers.

Example: A meal kit sponsor hosts cooking challenges inside the club’s fan app with rewards for participants.

9. Leverage loyalty programs

Tie sponsorships into the club’s fan loyalty program. Reward fans for interactions that benefit your brand too.

Example: A retailer gives loyalty points for every purchase made with a special team-branded card.

10. Measure and optimise

Work with clubs that can share clear performance data: click-through rates, redemptions, sign-ups, and conversions. Use these insights to improve future campaigns.

Example: A sponsor gets quarterly reports showing which fan segments engaged most with their offers, allowing them to refine targeting.

Playmakers’ perspective

Modern sponsorships are more than just visibility. The strongest brand-club partnerships connect data, digital channels, and real fan insight to deliver measurable value.

Whether you are a sponsor or a club, the goal is the same: make every activation relevant, trackable, and valuable for everyone involved.