Branded campaigns often involve companies showing people who they are and what they represent. When the brands partner with sports, they reach a more people and improve their visibility. At Tujiamini, we support local sports and teams through sponsorship programs, which has boosted our image and brought us closer to fans.
When brands aim for more exposure and trust, they require a solid strategy. The best strategy is to engage in branded campaigns. Partnering with sports is the best way to do this because sports naturally attract a lot of passionate fans. In this article, we will help you understand the importance of sports sponsorships and give strategies for what makes them successful.
Branded campaigns are a technique that companies choose to tell their story. Good marketing campaigns should always set clear objectives, share engaging content, and stay true to their values. This helps them bond with the fans and strengthen their loyalty to the brand.
A branded campaign is a planned marketing strategy by a company where it promotes its brand identity and vision through partnerships, social media, and events. In sports, it involves partnering with teams and athletes to create an emotional connection with the fans. The campaigns help people know the brand better and also build loyalty among customers.
The major elements of a successful campaign include
Sports partnerships help brands gain more exposure to audiences and also deepens their interest. They also boost product sale, increase loyalty from the fans, and improve brand recognition. A lot of trust is earned because fans emotionally link the brand to the team.
Sports sponsorships can grow brand visibility because they put the brand in front of large crowds through live games, TV broadcasts, and social media. This occurs when a brand's logo is put on jerseys and stadium billboards, which captures the interest of the audience.
When brands sponsor teams or the athletes, they tap into the emotional associations that fans have with their favorite team or players. These corporate sponsorships push the fans to develop a preference for the sponsor brand, which creates loyalty. The sponsor events, such as meet and greets, allow fan interactions while also improving customer satisfaction and allowing them to know more about the partnership.
SportPesa’s initiative, Tujiamini, has been supporting Kenyan athletes in local areas. The initiative was created to fund sports teams and athletes and provide the necessary resources for them to pursue their dreams. This program has been very successful and has led to more personal growth and national pride.
Every month, SportPesa disburses over 30 million to projects in sports and also to individuals. For example, since March 2024, Tujiamini has offered funds to Rockstar FC, which helped them buy team kits, pay for transport, and improve their training. The programs also support athletes in other sports such as track and field and bodybuilding. With these efforts, including athlete endorsements, most grassroots teams are now competing in bigger competitions and gaining national recognition.
Tujiamini is among the many brand campaign examples that have collaborated with many local sports teams by providing finances to improve team performance and also engage the community. The sports partnerships elevate the team and its players and strengthens the bond between the brand and the community. Kenya Airways has also taken part in sponsoring the Kenya Open Golf Championship to help the sport gain more exposure while also promoting itself among international audiences. Safaricom is another brand that has promoted many sports events, especially those that elevate young athletes and school competitions. The partnerships help the teams improve performance, and also brands get the interest of consumers while communities feel more involved.
One of the most effective branding strategies is partnering with sports teams and events. This is because sports often have many supporters who are emotionally connected to their favorite teams. Therefore, when a brand connects with a team or a player, it connects with fans too.
Brands should always engage with sports and teams that align with their values and visions. The main values guaranteed to win over fans include teamwork, sustainability, and community engagement. When the brand vision and missions go hand in hand with the sports; they gain trust from people and grow the fan base.
Brands can show their progress in tv and social media. They can also post behind-the-scenes moments such as training sessions and player interviews. To boost brand engagement, they can involve the fans by creating fun zones where they can play games and test the products. During live games, the brand can engage the fans in polls and questions and share the match updates. Working with famous players through content creation can attract attention from fans, making them feel more connected to the experience.
To measure the success of the sports branding campaigns, brands look for particular signs known as key performance indicators. These indicators help the brand analyze what worked, what didn’t go as planned, and the value the campaign brought to the brand.
To evaluate the success of the branding campaign, a brand should look at key factors including
To ensure the brand campaign has a long-term impact, it’s important to ask itself questions like
In the future, brands will do more than just put logos on team kits; they will work towards giving fans more fun experiences by using more digital content. To tap into more meaningful and deeper connections, brands will promote sustainability and celebrate diversity.
Brands will likely work more on building a strong online presence and engage with fans through interactive games, virtual events where fans meet and talk to players, and also personalized messages. Using brand storytelling, they can share deep and meaningful stories of success to build a bigger audience. If a brand gives fans a chance to be more involved, they’ll remember the brand forever and love it more.
Currently, fans value brands that promote sustainability and diversity and those that take part in elevating communities. Most people want to be associated with brands that show concern for the community and environment, not only just selling products. For example, at Tujiamini, we are known for supporting both men's and women's sports teams from different backgrounds.
Brands grow more and win over fans through branded campaigns. Our Tujiamini initiative also confirms that supporting local sports and teams can make a big difference to the community and the brand. In order to be more successful, both the brands and the sport’s values must align. In the near future, there will be better ways for brands to connect with audiences while focusing on sustainability and inclusivity.