In the current era, football isn’t just a sport—it’s a compelling technique used by clubs and sponsors to become famous. Football club activities and brand visibility go together to boost popularity. Clubs use activities such as holding tournaments, posting on social media, and partnerships with brands to grow themselves. Sponsors also join forces with clubs to get access to customers and fans. These efforts aid in the creation of devoted followers and much stronger brands.
Football clubs are followed by many people in the world. Holding matches and events and posting online can build a club's and sponsor's reputation. For example, when a club plays in a tournament and posts its updates on social media, it reaches many fans, which boosts the club’s popularity and the visibility of their sponsors. These football club activities and brand visibility are interconnected in that the more active the club is, the more attention it gets. The article provides details on football activities that build a brand's visibility and how to win over fans using examples such as the SportPesa Tujiamini program.
Football clubs take part in many activities that make them noticeable. They host events, play competitions, and even share articles on social media. These actions are part of football club branding, which is how a club builds its profile. According to sportfive.com, brand visibility strategies in football include being active to help build the image of the club, which attracts even more sponsors. Furthermore, such events air on live television and social media outlets, which increases both sponsors’ and clubs’ visibility. For example, in Kenya, the Tujiamini initiative by SportPesa has assisted local teams, which has made it more popular.
Some of the activities that help football clubs and sponsors stand out are hosting big competitions, launching new team kits, creating interactive videos online, and supporting the community. Clubs can also get attention from planning fun days and charity events. These charity events can be in the form of matches, which strengthen trust in fans. A club like Arsenal is known for working with fashion brands in order to have access to a wider fan base.
Sponsorship in football helps a brand to reach a lot of people. For example, when a brand is identified with a popular football club, it starts to gain more followers. When fans see the logos on shirts and jerseys in advertisements and matches, they trust the brand more. It becomes even better if the brand matches with the clubs’ values. This is how a football sponsorship and brand awareness work.
Football club marketing activities are expected to be excellent when it comes to building a great brand. These techniques include maintaining a reliable image, talking to fans online, and sharing creative and engaging content. They also utilize marketing tools for football clubs, such as branded apparel. An example is the Liverpool FC, which has widened its international fanbase through global campaigns. Football clubs have also collaborated with sponsors for promotions and advertisements, which expand the clubs' influence on people.
In order to grow fan engagement, football clubs can hold meet and greets, post interactive content on social media, and be active in community development. They can allow fans to meet players and share the videos online while responding to comments and fan reactions. Other clubs also host contests and live chats with fans. Good fan engagement in football marketing keeps the current fans entertained and even attracts new ones.
Using social media for football clubs is now a requirement. This is through videos, news updates, and pictures on widely known platforms such as Instagram, Facebook, and X (Twitter). They also hold games and question-and-answer sessions to keep fans on the edge of their seats. To improve the club's popularity, they consider partnering with social media influencers to promote their content. Through regular posts and updates, these clubs gain the fans' trust and catch the attention of new fans.
Big football tournaments and brand promotions are closely linked to each other. Since many people have access to tournaments, the sponsors can display their logos and advertisements to the crowds. Clubs also wear branded kits, and often, adverts are displayed around the stadium. For example, most Chinese organizations used Euro 2024 to showcase their products. Moreover, securing trophies also betters the club and sponsors’ image.
Football brand loyalty and fan base building take a lot of time and patience. This means that to keep the fans loyal, clubs must make them feel very special. This can be done through talking to fans and replying to comments and questions on social media posts. To strengthen loyalty, football clubs can offer incentives such as advance tickets with discounts and loyalty rewards. Taking part in community development programs also aids in building trust and allegiance in fans.
The Tujiamini initiative by SportPesa has demonstrated great brand collaborations in football. The program started to help local teams by providing financial assistance, sports gear, and team training. Teams that have worked with Tujiamini are AFC Leopards and Gor Mahia. AFC Leopards' sponsorship by SportPesa in 2016 improved the Mashemeji derby and upgraded the team’s performance. Sportpesa, being Gor Mahia's main sponsor, made way for the team to play international games such as the friendly against Everton FC. These real-life stories show how smart partnerships between football clubs and sponsors can improve both the clubs' and sponsors' images.
Read Also: Sponsored club initiatives: Brand benefits
To build strong brands, football clubs must be active, honest, and stick to their values in all interactions. Most clubs make major mistakes that affect their brand. One of these mistakes is poor communication, which can severely damage a club’s public image. Another issue is ignoring social media interactions, especially comments and questions on posts. Having too many sponsors or monetizing the club too much can also confuse fans. Football clubs must avoid these mistakes to help keep the brand strong and delight their fans.
As of 2025, football club activities and brand visibility will focus more on technology. Most football clubs will use artificial intelligence, virtual reality, and live sessions to reach the fans. Most football enthusiasts also root for clubs that care about the wellness of the community. This will give room for clubs to focus on sustainability programs and community development. Content posted on social media platforms will continue influencing club connections with the fans.
To increase brand visibility, football clubs’ partner with sponsors, hold events, participate in matches and use social media.
Logos on jerseys, advertisements and banners help in a brands popularity among fans.
Football clubs should use tournaments, branded merchandise such as t-shirts and social media to promote sponsors.
Yes. They can do this by using strong social media platforms, keeping the fans engaged and delivering good results.
For stronger and more recognizable brands, sponsors and football clubs must focus on the link between football club activities and brand visibility. Hosting matches and working hand in hand with fans are all ways to gain visibility. In the future, technology and community programs will contribute to both clubs' and sponsors' images. The secret is to always use the appropriate methods to keep everyone involved.