Abstract

This product-based thesis examines the impact of sports marketing as an effective communication tool. It showcases
the history, development, and growth of sports marketing throughout the establishment of mankind. It also
demonstrates the possible effect on people nowadays. The overall objective is to bring awareness to normal readers,
guide athletes who are looking for sponsorship, and attract companies who are thinking about adding sports
marketing to their marketing strategy. The method includes gathering evidence from trusted sources like books,
works of literature, and sports articles to personal experiences from previous work. The literature review focuses on
introducing the history, explaining important vocabulary, explaining the types of sports marketing, explaining the
importance and benefits of sports marketing, and giving symbolized examples of sports sponsorship and sports
marketing. With the help of the literature review, the core of this thesis, the guideline for athletes on how to look for
sponsorships was presented. The guideline follows a step-by-step instruction. It explains the possible partners, how
to build a brand and audience, how to initiate the first contact, and how to act when contacting potential sponsors.
Furthermore, it helps the athletes realize their potential and value and what they can expect from sponsorship deals.
The guideline does not guarantee a sponsorship but rather acts as a base of knowledge for the upcoming difficult
journey. In conclusion, sports marketing is not something new but utilizing it can be complex and demanding. Social
media is a popular marketing tool, and it also plays a vital role in the success of sports marketing in general. The field
of sports marketing covers lots of knowledge waiting to be popularized and employed. Hopefully, after reading
through this thesis, the author managed to deepen the readers' knowledge of sports marketing, guide athletes to
their sponsorship goals, and help companies decide whether sports marketing should be included in their marketing
plans.
Table of contents

1 Introduction...................................................................................................................................... 1

1.1 Background............................................................................................................................1

1.2 Objectives ..............................................................................................................................2

1.3 Overall Structure....................................................................................................................3

2 Theoretical Framework ................................................................................................................... 5

2.1 History of Sports Marketing ...................................................................................................5

2.2 Definition ................................................................................................................................6

2.2.1 Marketing.................................................................................................................... 6

2.2.2 Sports Marketing........................................................................................................ 6

2.2.3 Sports Sponsorship.................................................................................................... 7

2.2.4 Social Media Marketing.............................................................................................. 9

2.3 Types of Sports Marketing...................................................................................................12

2.3.1 Marketing of Sports..................................................................................................12

2.3.2 Marketing Through Sports .......................................................................................13

2.4 Objectives of Sports Sponsorship .......................................................................................14

2.5 Objectives of Sports Marketing............................................................................................15

2.6 Value & Benefits of Sports Marketing..................................................................................18

2.7 Influence of Sports Marketing..............................................................................................19

3 Establishing Athletes Sponsorship Guideline...............................................................................22

3.1 Drafting the Guideline..........................................................................................................22

3.2 Athletes’ Sponsorship Guideline .........................................................................................23

3.2.1 Types of Sponsorships and Understanding Athletes’ Values .................................24

3.2.2 Benefits of Sponsorship for Athletes .......................................................................25

3.2.3 Building a Brand and an Audience ..........................................................................27

3.2.4 Contacting Sponsors................................................................................................28

4 Conclusion.....................................................................................................................................31

4.1 Key Findings and Outcomes ...............................................................................................31

4.2 Self-Evaluation and Reflection ............................................................................................32

References.........................................................................................................................................34

Appendix ............................................................................................................................................39

Appendix 1.....................................................................................................................................39
1 Introduction

In this bachelor’s thesis, I will be writing about the history of sports marketing, its development, its influences, and
how it is used as a marketing tool. Through this thesis, hopefully, readers will gain some knowledge about the sports
sponsorship and marketing world and how this business functions. This chapter includes the background of my idea,
how and why I decided to choose this topic, the objectives of this research, and the overall structure of this thesis.

1.1 Background Everyone is utilizing sports marketing to achieve their goals and objectives, from small individuals to
big companies and organizations. Sports have played a huge role in the history of mankind since the early stages.
Sports help people from different religions, races, and ethnicities connect and unite as one. For example, at the
FIFA World Cup 2022, millions of fans from all over the world gathered in Qatar to watch the biggest sports event
ever. Moreover, the viewership via platforms like TV and online streams exceeded over a billion. The influence of
sports is incredible, for many, it is more than just a source of entertainment, it is undeniably a part of their lives
and simply almost impossible to live without.
1.2 Due to its popularity and influence, the sports industry is one of the fastest-growing businesses all around the
world. In many parts of the sports business nowadays, sports marketing has become a crucial strategy in
developing and growing a company, organization, or individual. Having got the chance to do a 6-month internship
at Sponsoo, Europe’s biggest sports sponsorship and marketing marketplace, I gained some insights into this
exciting industry. I believe the experience from my internship will bring great value to this thesis. Sponsoo is a
marketplace where athletes, sponsors, and beneficiaries can easily find each other. Athletes can create profiles
which usually include selfintroduction, goals, achievements, contact information, and other wishes. In addition,
athletes can make an offer based on what they are looking for in a sponsor: advertisement space, kit
sponsorship, or simply financial aid. After that, these profiles and offers will be uploaded on the website, if
interested, sponsors can contact athletes and come up with a mutual agreement.
1.3 Finding a partner or sponsorship can be extremely tricky and tough, but with the help of Sponsoo, the journey
becomes a lot more tolerable. Sponsoo has been cooperating with athletes worldwide ever since 2008, from the
biggest stars in the industry to young athletes who are starting to build their legacies. Sponsoo is proud to feature
some of the most well-known athletes and organizations in the sports industry: Hamburger SV, Gina
Lückenkemper, Maximilian Günther, Jonas Deichmann, etc. Therefore, its legitimacy and trustworthiness are
confirmed.
1.2 Objectives

Sports Marketing has long been considered a temporary and short-term deal and therefore simply just a
communication tool. With this narrow-minded way of thinking, many potential sponsorship deals collapsed.
However, nowadays, sports marketing is not only a strategy of a company to generate more sales and gain attention
in different markets but also a way to connect people.

Due to its potential, sports marketing has been used more and more frequently in companies’ marketing strategies.
As it stands in the 21st century, sports marketing is the fastest-growing tool of marketing all over the world.
Moreover, with this rapid development, sports marketing is on its way to becoming the number one marketing tool.
There are so many untouched parts of sports marketing that we could utilize but are unfortunately ignored by many.

Sports marketing can come in many forms; therefore, the objectives of sports marketing may vary from image,
product, and brand-related objectives to more severe levels like corporate deals. Any company can involve in sports
marketing even though its audiences and business fields are not related to sports. The most common way is to
sponsor a team or an athlete. Companies must set clear goals from the beginning regarding what they want to
achieve. Afterward, these companies contact potential beneficiaries and discuss the potential sponsorship. For
companies, an athlete's success will most likely help them reach their goals.

Since there is a pool of options, it is much more difficult for companies to choose an entity to sponsor. Companies
should focus on athletes who are in line with their strategies and goals. Companies can create a clear image of
themselves and a strong fundamental relationship with the entities through this. Many investments fail simply
because companies did not pay enough attention to their athletes and beneficiaries with sufficient funding, solid
promotion plans, and clear goals. Before deciding on any investments, factors such as risks, worthiness, long-term
plans, and effectiveness should be considered carefully.

Similarly, athletes should also enrich themselves with knowledge about sports sponsorship before making any
decisions to avoid unwanted deals or scams. Athletes ought to know the history of the sponsors they are dealing
with, their rights as beneficiaries, what they can get from this sponsorship, and how this can benefit their careers.
Finding the appropriate partnership is crucial in an athlete’s career. With sponsors' funding, athletes can access
better-quality training, improving their competitive results. Furthermore, winning these tournaments means
establishing yourself in the industry. Your value as an athlete becomes a lot higher. Companies are willing to pay
much more for you to join their side.
This thesis was meant mainly for athletes who are seeking sponsorships and secondarily potentially helping
companies who are interested in applying sports marketing in their business strategies. Moreover, readers will get a
chance to deepen their knowledge and explore new possibilities of essentials in sports marketing and sports
sponsorship. Through this thesis, athletes will hopefully gain knowledge about how to find and deal with
sponsorship. Overall, this thesis aimed to educate readers about the history and development of sports marketing
and to provide a better understanding of using sports marketing effectively as a communication tool. In addition,
readers will find helpful and interesting information stating why sports marketing is so important nowadays, what
kind of effects it could bring, and why companies are fond of it these days. 1.3 Overall Structure This thesis follows
the standard structure of a product-based thesis. In the beginning, the author started by proposing the topic and the
introduction. Moreover, the background chapter explained the reason why the author picked this topic and why his
past experiences were beneficial in the creation of this project. Next, the author explained the objectives of this
thesis. In the subchapter, the values of sports marketing as a communication skill are promoted. In addition, the
author also addressed the main target audience for whom this thesis is. He clearly demonstrated the obstacles,
challenges, and problems of sports marketing and suggested possible outcomes. As this is a product-based thesis, the
following chapter must be a theoretical framework. In the 1st subchapter, the author explained the history of sports
marketing, when it first appeared, and how it has evolved throughout the years. To help readers understand the topic
deeply, the author thoroughly explained the definitions of the common terminologies that are mentioned
throughout the thesis. The four main terminologies that surround this thesis include “marketing, sports marketing,
social media marketing, and sports sponsorship”. Furthermore, the ideas of multiple types of sports marketing
available on the market are brought in. Moreover, the objectives of participating in sports marketing and sports
sponsorship are mentioned. In these chapters, the author mentioned the main cores of what companies want from
involving in these matters. Finally, the value, benefits, and influence of sports marketing are discussed with concrete
examples of existing figures who have gigantic impacts on the business. In the 3rd chapter, the author alluded to the
empirical framework of this thesis. In the 1st subchapter, he briefly explained the process of creating a guideline for
athletes who are looking for sponsorship. In the next subchapter, the final guideline is finalized. In a traditional
empirical framework, the results are usually attached to the appendix; however, the author decided to already bring
the result in the following chapter as a twist. Finally, after having introduced, explained, and displayed the thesis, the
author decided the wrap everything up with a discussion. In this conclusion, the author demonstrated the key
findings and outcomes of the thesis and how they affected the project. In the end, the author evaluated his own
learning, study, and work in this thesis. Finally, the list of references that appeared all over the thesis is included.
7

2 Theoretical Framework
3
4 The theoretical framework displays all the basic aspects and key definitions. It serves as the structure that
supports the thesis. Before jumping into the definitions, the lifelong history of sports marketing is first
introduced.
5
6 2.1 History of Sports Marketing
7 Sports marketing is not a recent phenomenon. It has experienced enormous changes throughout the history of
evolution. In the early days, sports marketing was all about product placement and brand awareness. It means
what companies tried at this time is to create brand credibility by associating with sporting teams and athletes
(Tu 2022, 2.).
8
9 However, when sporting events were industrialized, sports marketing’s point of view shifted to a modern look.
Lucien Boyer, president, and global CEO of Havas Sports & Entertainment mentioned sports marketing goals in
one of his speeches: “What is important today is not that you are exposing your brand, but rather that people are
talking about your brand”.
10 • Back in ancient Rome gladiatorial games were sponsored by Roman patriarchs to create public appreciation
(Shannon 1999).
11 • Back in the 1870s, tobacco companies wanted to boost sales; therefore, they invited baseball stars to feature
on packs of cigarettes (Carruthers, J s.a.).
12 • The first modern form of sport sponsorship was developed in the United States during the 50s when two
companies sponsored President Eisenhower’s physical fitness program (Shannon, 1999).
13 • In 1936, American sprinter Jesse Owens was sponsored by Adidas to wear their shoes. In the end, he won 4
gold medals.
14 • Between the 1940s and 1950s, sports events were popularized on television.
15 • During the next decades, companies like Adidas and Puma started to recruit more athletes to their teams.
16 • In 1984, Nike, a relatively small company at that time compared to others, sponsored Michael Jordan.
Together, they created the first ever Air Jordan 1 in 1985. After the collaboration, Nike and Jordan’s life changed
forever. Nike became the biggest sports company in the world while Michael Jordan is considered by many the
greatest basketball player of all time. Air Jordan is an iconic line within the Nike branch and is still very beloved
nowadays.
17 • In the early 2000s & 2010s, the internet and social media boom forever changed the sports marketing game.
2.2 Definition

In this section, the important terminologies that are frequently mentioned in this thesis are explained to help
readers understand more about the related topic. Moreover, other aspects and further explanations of these words
rather than pure definitions are included.

2.2.1 Marketing

According to the American Marketing Association, marketing is “the activity, set of institutions, and processes for
creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large (Kaser & Oelkers 2021, 4). In the business world, marketing is seen as measures a company takes to
draw attention from consumers to specific products or services. It aims to deliver meaningful value to people through
meaningful content and messages to gain longevity brand loyalty and boost sales, and public recognition (Forsey
2022.) Marketing refers to activities a company undertakes to promote the buying or selling of a product or service.
Marketing includes advertising, selling, and delivering products to consumers or other businesses. Some marketing is
done by affiliates on behalf of a company (Twin 2022, 1.). According to Ferrel and Hartline (2012, 7), marketing can
bear different meanings, it can be a business process that connects productional organizations and customers.
Marketing supports the entire value chain of a company: from the research, development process, and production
department to the ending with customer service field (Kaiser & Breuer 2018, 4).

2.2.2 Sports Marketing

Sports Marketing is a way to connect with potential customers through a shared love of sports. By using sports as a
platform, businesses can reach out to people who might not otherwise be exposed to their brand. Sports Marketing
can take many forms, from sponsoring a team or athlete to advertising at a sporting event. The key is to align the
company’s values with the values of the sport so that the two can reinforce each other (Colman 2022, 1.) Sports
Marketing means the application of all marketing-related activities, structures, and thoughts to the phenomenon of
sports. In this context, “sports” includes mass sports, professional (competitive) sports, and sports in the media
(Kaiser & Breuer 2018, 5.) Focusing on the supplier perspective, we can say that sports marketing is a managerial
process by which the sports manager seeks to obtain what sports organizations need through creating and
exchanging products and services with others (Shilbury et al 2014, 17). To use this definition in day-to-day operations,
we can put it into a sports marketing framework that outlines a step-by-step process to implement sports marketing
activities (Kaiser & Breuer 2018, 5). This framework includes four stages (Hoye et al 2012, 204-205):

• Identification of sports marketing opportunities: analysis of internal and external environments, analysis of the
organization, analysis of markets and consumers, and consumer behavior.

• Development of a sports marketing strategy: development of a strategic sports marketing direction, development
of a sports marketing strategy.

• Planning the sports marketing mix: considering price, product, promotion, and place (4Ps).

• Implementation and control of sports marketing strategy: implementation strategies, control process, and sports
marketing ethics.
2.2.3 Sports Sponsorship

Sponsorship occurs when an individual or business provides products, services, or financial support for a sports team
or an event. The support provides a link in the mind of the consumers between the company, its product, and the
team or event. This link makes it important for sponsors to carefully select teams and events that fit the image of the
product and business (Kaser & Oelkers 2021, 273.)

Sports sponsorship describes the marketing activity by a company that invests cash and in-kind exchanges in a sports
entity (team, player, league, event) or naming rights (for a sports venue/ facility), for convincing fans and viewers of a
positive connection between the sponsor and the sponsored entity. At a strategic level, companies seek closer
associations with sports entities because of the potential for the positive values and attributes of that sports entity to
cast a halo over the sponsor, supporting the sponsor’s long-term brand position and reputation objectives. At a more
personal level, companies seek to develop deeper relationships with their own customers, much like sports entities
have with their fans, therefore the investment in sponsorships is often focused on this goal (Davis & Hilbert 2013,
337.)
Let’s look at how a football club accepts sponsorships in this example.

• Display of brand names on kits, clothes, and merchandise: In 2015, Adidas and Manchester United signed a 10-
year deal worth 750 million pounds (Tigwell 2022). Therefore, Adidas became the official kit supplier for this football
club. In 2021, Manchester United cooperated with TeamViewer and agreed to a 5-year contract worth 235 million
pounds. In return, TeamViewer became their front-of-shirt sponsor, replacing the American car brand Chevrolet. On
the left shirtsleeve, Man Utd also received sponsorship from DXC Technology. The worth of the deal wasn’t disclosed
but in return for the support, the American tech firm takes control of the club’s website and media platforms. Other
than that, they will use data analytics to manage relationships with the team’s 1.1 billion fans and Man Utd’s business
operations (Gentrup. A 2022).

• In-arena display: ever since the 1970s, advertising boards have become a crucial advertising method. These boards
are usually placed around the stadium and inside the pitch itself. The content on these boards usually consists of
slogans, the sponsors’ logo, or products (Infront 2022.)
2.2.4 Social Media Marketing

Since the day of the modern internet and the development of technology, social media has become more and more
famous and undoubtedly one of the key factors that surround our daily lives. In the case of sports marketing, social
media has also become one of the most crucial parts of any plan.

Social media marketing is the use of utilizing digital marketing platforms to gain your marketing and business strategy
goals. For a business, to maximize the potential of social media, concrete knowledge, and a solid strategy are needed
(WordStream by LOCALiQ, s.a.) According to WordStream (s.a):

• Create suitable content for your target audience: a company should know whom they are targeting and what they
need.

• Be more interactive with your audience: actively reply to comments, likes, and shares. Keep track of all the news
about you or related to you.

• Use paid social media advertising to reach your desired goals if needed: with this method, a company can target a
higher volume of customers.

• Assess the quality of your content: website analytics are the most common when it comes to judging whether a
marketing strategy is working. With the help of technology, a company can quickly adapt to changes, learn the
mistakes, and create better content.
 PEOPLE CONTENT STRATEGIES CONS
Facebook • 25 – 34 • Photos & links • Local marketing • Weak organic
• Boomers • Information • Advertising reach
• Live video • Relationships
YouTube • 18 – 25 • How-tos • • Organic • SEO • • Video is
• 26 – 35 Webinars • Advertising resourceheavy
Explainers
Instagram • 18 – 24 • Inspiration & • E-commerce • • High ad costs
• 25 - 34 adventure • Organic • Influencer
• Millennials Questions/ Polls
Twitter • 25 – 34 • News • Discussion • Customer service • • Small ad audience
• 35 – 49 • Humor Ads for males
• Educated/Wealthy
LinkedIn • 46 – 55 • Long-form content • B2B • Organic • • Ad reporting &
• Professionals • Core values International custom audience
TikTok • 10 – 19 • Entertainment • • Influencer • Relationship
• Female (60%) Humor • Challenges marketing • Series building
content
Snapchat • 13 – 17 • Silly • Feel-good • • Video ads • • Relationship
• 25 – 34 Trends Locationbased building
• Teens marketing • App
marketing
Social media is considered to be one of the most effective channels for marketing due to its popularity and flexibility.
Nowadays, there are many social media platforms to choose from. Deciding which channels to use is an important
part of a company’s successful marketing strategy. Each platform has its unique format and amusing way of use.
Social media in sports marketing is as important as ever. Even though a corporate isn’t doing well in its respective
sports but a good strategy in social media can still help that company increase its exposure, awareness, and
partnership globally (WordStream s.a.) For example, Manchester United is considered one of the greatest football
clubs in the world; however, in the last 10 years, they have completely lost themselves and performed badly when it
comes to football. Nevertheless, thanks to an excellent globalization social media marketing strategy, their influences
online have never changed but only getting bigger. The club’s fan base globally is currently at 1.1 billion fans
(Manchester United 2023). The total number of followers across all platforms of Manchester United is approximately
200 million fans.

2.3 Types of Sports Marketing

Sports marketing can come in many forms. In this section, the main three categories are introduced and explained
thoroughly. Through this part, readers will hopefully gain knowledge about the different types and methods of sports
marketing.

2.3.1 Marketing of Sports

Marketing of sports refers to the practice of marketing that occurs within a sports organization, for example, sports
clubs, media, sports providers, and the sports goods producer and seller (Parent & Smith-Swan 2013, 97). Marketing
of sports revolves around advertising sports to the public scene. Marketing of sports can come in many forms and
different directions.

Communication is key when it comes to the marketing of sports. Companies have to ensure the information that they
want to get across to their customers is relevant and precise. Controlling the flow of information can bring a huge
impact on the success of a sports marketing campaign. Nowadays, with the rise of Customer Relationship
Management (CRM) in marketing strategy, the competition for new ways of obtaining reliable information on their
customers is increasing within sports businesses (Desbordes 2012, 170). With customer insight, organizations can
truly understand their businesses, and prepare and provide the best possible services and products.

Another way that a team can do marketing of sports is through licensing merchandising products. By allowing
apparel companies to use their team’s logo and name, a club can gain a new source of financial effect. Through this
path, an organization will be showcased in a new different marketplace and introduced to new customers. Logos of
organizations might appear on apparel and merchandise: shirts, pants, souvenirs, and accessories (Kaiser & Breuer
2018, 6.) When customers purchase these products, a percentage of revenue from them is transferred directly to the
organization. Normally, clubs usually only receive a 7.5 percent commission from selling jerseys. For example, if a
football jersey costs 100 euros, after subtraction, clubs receive 7.5 euros.

Sponsorship is a practical and common way to convey a company’s message. In many cases, sponsorship is the main
source of income for most professional sports clubs (Kaiser & Breuer 2018, 6). With the funding of sponsorship, clubs
can operate normally and work smoothly. Selling media rights is also uncommon, especially for football clubs in
Europe, specifically England. By selling their image rights to broadcasters and media channels, these clubs gain a
huge boost in finance. The media and the sports industry share a lifelong connection that develops effectively
through time (Andreff & Bourg 2006, 37). The growth of the media has affected sports events significantly: changes
in rules, systems reformation, and broadcasting time (Quing 2013, 26).

2.3.2 Marketing Through Sports

Marketing through sports involves promoting a non-sports business through sports connections (Smith & Stewart
2015, 6). Companies that aren’t related to sports use it as a tool to promote their products and services (Shilbury et
al., 2014, 16). Marketing through sports mainly covers sports sponsorships; therefore, the impact of these deals
heavily influences both the sponsors and beneficiaries. By marketing through sports, companies want to send their
messages, promote their products or create attention.
Large corporations aim to sponsor significant sports events that include a variety of potential customers and viewers:
FIFA World Cup, Olympic Games, Super Bowl, and Champions League. According to Kaiser and Breuer (2018, 8), here
are some notable figures who are sponsors of the Olympic Games: Coca-Cola (soft drinks), McDonald’s (fast food),
Atos (IT), Panasonic (consumer electronics), P&G (personal care), Samsung (consumer electronics) and VISA (financial
services).

Other than sports sponsorship, ambush marketing can be considered a possibility of sports marketing practice. It
refers to when a company that is not an official sponsor of a sports event tries to appear in the event itself without
paying any sponsorship fees (Socolow 2010). World-class events like the FIFA World Cup and Olympic games are ideal
places for this tactic. For example, Adidas is the official sports partner of the FIFA World Cup. However, Nike always
manages to get the public attention towards them. They manage to do so since they are cooperating with some of
the biggest names in the football industry: Cristiano Ronaldo, Kylian Mbappe, Robert Lewandowski, Kevin De Bruyne,
and Bruno Fernandes (Burton, 2022).

2.4 Objectives of Sports Sponsorship

Sponsorship is an activity associating the organization with a third-party activity designed to achieve a series of
separate but mutually agreed objectives (Dolphin. R 2003). Moreover, Dolphin (2003) explains by stating some
corporate objectives of a company, which are: enhancing corporate image, increasing awareness of brands,
stimulating the sales of products or services, and leveraging the corporate reputation. A good and successful strategy
is judged by how well these criteria are met.

• Enhance Corporate Image

A company’s public image can seriously be influenced by the sponsorship. It can change the way how people view
this corporate. It is also a tool to build long-lasting relationships with your audiences and the beneficiaries. In
contrast, the beneficiaries who are involved are considered the face and the symbol of the brand. Their popularity is
boosted as they are considered an ambassador whenever the brand is talked about and vice versa (Dophin 2003.)
• Increase Brand Awareness

Brand awareness is a natural result of sponsorship. With this, corporate can expand their network and reach more
potential customers. Getting easily recognized sets up a preference towards the brand and its products as customers
are more likely to choose a more well-known brand. This is considered a huge advantage a company could have over
its competitor. For example, when talking about basketball shoes, Nike Air Jordan is the most famous one (Dolphin
2003.)

• Stimulate Sales of Products or Services

By increasing brand awareness and enhancing corporate image, a company can boost its product or service sales.
Consumers are more prone to choose products or services from brands that they are familiar with. Customers seek
trust before purchasing any products. Companies that can create a connection with customers are seen as more
trustworthy and reliable (Dolphin 2003.)

• Leverage the Corporate Reputation

Enhancing an organization's identity is a result of good sponsorship. The sponsors and the beneficiaries benefit if
they have clear goals right from the beginning. Sponsorship can significantly enhance a brand's public reputation by
spreading beliefs and knowledge of the company by socializing them with a corporate that is appreciated by many
consumers. Together they can boost their reputation and grow even further (Dolphin 2003.)

2.5 Objectives of Sports Marketing

There are many objectives when it comes to sports marketing. A company’s goals may differ from one another
depending on its plans. However, the main goal is to use the right strategy to meet consumers' needs while still
generating a profit. The activities can range from promoting a product or service to creating brand awareness of a
new product or service or simply establishing yourself in the competitive market itself (Kaser & Oelkers 2021, 15.)

Consumers can feel bored by a new product or service. Over time, they become dull and lost the connection needed
to the brand. It is the sports marketers' job to consistently search for new and fun ways to attract these customers
and keep them staying. One way to always get on the flow is to switch to different sports markets. If a company is
currently focusing on football, trying out a new sports market like basketball can create new opportunities.
Reformatting or recreating a product or service can also enhance customer interest. Outdated products or services
must be adapted and adjusted to the new standard and trend while still maintaining their history and original value.
New sports markets bring new opportunities to the company and potential partnerships with sponsors, athletes, and
advertisers. Sponsors and advertisers come with the success of networking as it increases customer flow and public
attention. Sponsors seek potential in companies hoping that they can also develop their business in their target
market (Kaser & Oelkers 2021,15-16.)

A gross impression is a commonly used term in sports marketing, it is the number of times per advertisement or
game that a product or service is included with an athlete or team. Gross impressions are all over the place from
movies, TV shows, and especially sporting events. Advertisers want to send messages to viewers by showcasing a
product or a logo. Typically, this would be done via a small commercial break on TV shows, on screens and billboards
around stadiums, and pre-movie ads in cinemas. By doing so, companies are trying to create a connection with
potential customers in hoping that their products will be chosen by consumers (Kaser & Oelkers 2021, 16.) Sports
jerseys now are also filled with sponsors' names and logos. Sponsors search for teams with high public interest and
are relatable. In Figure 4, we can see PSG utilizing their advertising board to broadcast different ads to different parts
of the world. Moreover, utilizing the media like pre- and post-game interviews can increase the chances of getting the
messages noticed and seen making it an additional gross impression to the spectators. In addition, putting billboards
around the stadiums or where there is usually a huge crowd surrounding is a plus. In Figure 5, after his sensational
comeback to Manchester United after 12 years, Nike put up a billboard with their famous slogan but added the touch
“Again” to welcome his return.
Timing is one of the most crucial aspects of sports marketing. A meaningful message at the right time hits the spot.
The popularity of teams and sports figures is based on sustaining good results in their respective sports (Kaser &
Oelkers 2021, 17). Marketers are aware that fans want to associate themselves with winners and champions,
therefore they are more likely to purchase a service or product when their favorite teams or figures are on good
terms. For example, when Cristiano Ronaldo returned to Manchester United, he broke the record for the most
football jersey sold in 24 hours. In contrast, marketers need to be aware that when an organization or figure they are
working with faces serious legal allegations, decisive changes in the marketing plan must be executed as soon as
possible. For example, Nike terminated Mason Greenwood's contract when he was arrested for sexual abuse and
rape against his girlfriend back in January 2022 (Baum 2023). Other than that, competition is something worth
mentioning. If a major sports company like Nike has a prosperous campaign, competitors like Adidas and Puma are
more likely to follow and keep up with their marketing strategy. Keeping track of one’s competitors helps a company
gain more insight and knowledge into the industry and adapt quickly to changes.
2.6 Value & Benefits of Sports Marketing

Sports Marketing is a multi-billion-dollar business that hugely impacts the economy (Kaser & Oelkers 2021, 17). The
popularity of sports events affects customers’ spending worldwide from a small county tournament to the Super
Bowl and World Cup. Fans are willing to spend enormous money to attend these events. The sports industry itself
has also created millions of job opportunities to supply this huge demand, from stadium security to sporting
executives for sports teams. Facilities are built and maintained regularly by construction workers. Athletes need
professional trainers, a medical team, a media team, and an agent. A club requires directors, executives, and
employees.

Other than financial value, sports marketing also brings emotional value. The ability to connect with sports fans
emotionally through sports marketing is considered a giant advantage. Fans share a deep tie with the teams they are
supporting. They are more prone to buying merchandise, tickets, and any other items related to their favorite team.
Emotions such as affection and passion often compel fans to spend their income on sporting events that capture
their hearts (Kaser & Oelkers 2021, 18).

Different companies have different approaches and goals when dealing with sports marketing. A newly established
business does not have the same ideas as well-known and experienced brands. However, according to Morgan (2020)
and Xanda (2022), there are some major benefits that a company might gain from sports marketing:

• Increase brand awareness:

Brand awareness is essential when starting or growing a business. No matter how great a product or service is, no
one will buy from a company that they do not even know exists. Establishing itself in such a competitive industry is
crucial to the success of a business. Moreover, by increasing brand awareness, companies can raise their sales
significantly.

• Build brand loyalty: Most of a brand’s sales come from existing customers. A brand can intensify its customer
loyalty by creating a personal connection with the customers. Consumers prefer brands that they can easily relate to.
Brands that are aligned with what consumers care about tend to receive more attention.

• Expand market: Creating a concrete customer base is great but reaching new potential customers is always a goal
for any business. A company can look for growth potential in new markets with bigger customer pools. By entering a
new market, a company gains an unfair advantage over its competitors. For example, when a business is the first one
in its industry to operate in a country, automatically the brand receives a pioneer bias from the local consumers.

• Boost sales: At the end of the day, revenue and profit are essential parts of the existence of a company. Consumers
are eager to get involved with their favorite brands. By having good sales, companies can have a bigger budget for
more projects. Moreover, they can produce many better-quality products for consumers. Employees are more willing
to stay and work happily at these companies since they tend to have proper benefits and perks. When the employees
are happy, the outcome of the work proves to be higher.

2.7 Influence of Sports Marketing

From humble beginnings, the global sports industry has developed rapidly during the last century to a worth of
between 480$ billion-750$ billion. With its growth, sports marketing also brought substantial economic and cultural
effects (Davis & Hilbert 2013, 1.)

The influence of sports reaches far beyond the products and services that it creates. The language of sports is
universal, it connects people from different cultures and backgrounds. Major sports events like the FIFA World Cup
and the Olympic Games generate huge worldwide interest and attract corporate financial investment (Davis & Hilbert
2013, 1-2.)

Sports Marketing creates a worldwide sensation and phenomenon; the athlete represents its best, not Cristiano
Ronaldo. Before going deep into how Ronaldo changed the sports marketing industry forever, let’s take a look at his
professional football story began.
Cristiano Ronaldo dos Santos Aveiro was born on 5/2/1985 in Funchal, Madeira, an island southwest of Portugal, less
than 1000 kilometers from the country’s coast. Ronaldo started his professional career at Sporting Lisbon, one of the
biggest clubs in Portugal. In 2003, at the age of 18, he joined Manchester United, one of the most well-known clubs
in the world. Six years later, in 2009, he made the most important decision of his career by joining the famous Real
Madrid as the best player in the world at that time. After achieving many successes with Real Madrid, he moved to
another big club, Italy’s Juventus in 2018. In 2021, he made a sensational return to Manchester United as a football
legend (Pahwa 2022.) However, the reunion only lasted one and a half years, and at the age of 38, he is currently
playing for Al Nassr in Saudi Arabia while earning roughly 200 million euros per year (Goal 2023). As he was born and
raised in Portugal, Ronaldo represents them on the international level. He has participated in five different World
Cups and Euros. He also won the two only major trophies in the history of Portugal: the 2016 Euros and the 2019
Nations League. All in all, Cristiano Ronaldo is highly considered one of, if not the greatest footballers of all time.

With such an amazing career, it is not hard to realize how much impact he brings to the business world. In the past
two decades, he has worked with dozens of famous brands, built his own CR7 empire, and grown his social media
popularity. It is not uncommon for Ronaldo to appear in the headlines of news around the world (Corzo 2021.) With
his recent move to Saudi Arabia, the attention is suddenly focused on this Middle Eastern country. According to Al
Nassr (30 Dec 2022), it is “History in the making”. Shortly after his arrival, the club’s Instagram page gained over 5.3
million new followers. Its official website was inaccessible after exceeding its bandwidth limit due to a sudden surge
in traffic, and the hashtag #HalaRonaldo – Hello, Ronaldo in Arabic – was trending for days across the Middle East on
Twitter (Ebrahim 2023.)

As one of the world’s highest-profile athletes, Ronaldo has an impressive portfolio of endorsement deals. In an
addition to a lifetime deal with Nike, Ronaldo has had various partnerships over the years with brands like Tag Heuer,
Herbalife, and Clear (Corzo 2021.) By working with these wellknown brands, it is not hard to see him featured in
many commercials.

When it comes to social media, Ronaldo is number 1. As of July 2021, he became the most followed person on
Instagram, with 315 million people following his account (Corzo 2021). By March 2023, in the span of one and a half
years, he gained 249 million new followers. As a result of his enormous audience, any of Ronaldo’s posts on
Instagram or other social media platforms would create a huge impact. According to reports, every sponsored
Instagram post brings him around 350,000 euros (Staunton s.a).

Ronaldo has always been known for his professionalism and healthy lifestyle. He does not smoke nor consume
alcoholic drinks. Through his actions, many brands are impacted, some in a negative way. During the past Euro 2020
press conference, Ronaldo promptly removed two bottles of CocaCola from his view, held up his water bottle, and
said “Agua” – which translates to water. In his mind, Coca-Cola is unhealthy, and he wanted to encourage people to
drink more water. After the incidents, Coca-Cola’s image significantly dropped, its market value plummeted by
roughly 3 billion euros, the company’s stock fell 1,6%, and the company has since released a statement implying that
“everyone is entitled to their drink preferences” (Westwood 2021.)

Other companies did not hesitate and took their chances to gain attention by using Ronaldo’s name. IKEA named its
new reusable water bottle under the name “Cristiano”. Evian, a well-known water brand shared the video of Ronaldo
removing the Coca-Cola bottles on Twitter with the caption: “Couldn’t have said it better ourselves! #stayhydrated
#drinktrue #CR7”. Moreover, even the World Health Organization (WHO) seized its chance for self-promotion, posting
a link on social media to one of its articles highlighting the potential health benefits of cutting sugar out from your
diet (Westwood 2021.)

The fact that Ronaldo drew the media’s attention with such a simple act speaks volumes about his power and
influence in the world. Not many footballers can achieve this kind of authority: any words or actions he does can
easily manipulate a great portion of people. Like many great influencers, his power does not start right from the
beginning but gradually increases. Looking a few years back, Ronaldo promoted buckets of fried chicken with KFC, a
fast-food brand, something he does not relate to. Finally, he’s now successful and well-known, and many brands want
to work with him, he has the upper hand in choosing which brands to work with, represent, and how the message is
delivered (Basden-Smith 2021.)
3 Establishing Athletes Sponsorship Guideline

3.1 Drafting the Guideline Sports sponsorship has always been a part of sports marketing. Nowadays, more and
more companies are trying to make their way into this business. In addition, the number of athletes is also increasing
drastically in the last few decades. The market has since developed and becomes a multi-billion-dollar business;
therefore, making sports sponsorship a lot trickier. Back then, sponsorship is just simply a short-term commitment
thus it was treated lightly. However, in modern days, sports sponsorship is one of the fastest-growing types of
marketing and holds an important marketing strategic role within the industry. Sports sponsorship has evolved and
there is a lot of information for companies and especially athletes to learn.

Since there is such a pool of knowledge out there, finding the correct information to rely on is difficult. Sponsorship is
essential in helping an athlete’s career, as that is where the majority of the income of most athletes comes from.
However, finding a trustworthy sponsorship is never an easy task for newbies in the industry. Moreover, unnecessary
outside struggles can heavily influence the performance on the pitch. Finding sponsorship can be time-consuming
and tiring as it is a long process; therefore, athletes need to find a reliable source of information to follow. In order to
solve this problem, a guideline for how to find sponsorship for athletes is created.

In this guideline, athletes can find lots of information related to how to build a brand and audience, how to contact
sponsors, types of sponsorship, and benefits of athletes. The main benefits of this guideline are to help athletes who
are new to sports sponsorship and are still struggling with finding one. This guideline acts as a base knowledge on the
rough path of securing sports sponsorship.

The guideline is based on the author’s previous experience working with athletes and sponsors, books in the
respective fields, and related verified online material. This guideline is a summary created from carefully chosen
information from various materials combined. In the beginning, the author started by explaining the types of sports
sponsorship available on the market. Sponsorship can come in many different forms, and athletes need to know.
Understanding one’s own value is crucial before making any further steps. By acknowledging what they can do and
offer, athletes automatically increase their chances of finding sponsorship.

In the next step, the author further explained the benefits of sports sponsorship for athletes. Through this, athletes
can learn what they can expect and earn from sponsorship deals in order to avoid situations where athletes get less
than what they deserve. Understanding why and how companies would consider sponsoring athletes is also part of
the plan. It is easier to find a common ground in closing deals when athletes know the sponsors’ goals and wishes in
having this partnership. Furthermore, the author showcased a figure from Forbes to prove that sponsorship is the
main source of income for the majority of athletes.

In addition, with knowledge from previous working experience at Sponsoo and some help from online materials, the
author introduced the essentials of building a brand and audience. In order to negotiate a sponsorship, athletes need
to showcase what they have and the best way to do so is by demonstrating their influence. Next, based on
observation and general understanding, the author recommended athletes hire media partners to help deal with the
press and the public. In response, athletes will have more time to focus on their performances.

That being said, athletes need to reach a certain point in their career to do so as it is not financially sustainable for
newbies. The author also introduced a few ways to build a brand and audience. In coherence with the development
of the internet and social media, the methods are up-to-date and relevant to the trends nowadays. Building a brand
and audience is arguably the most important of this guideline.

In addition, the author advised athletes to do lots of market research, which includes: companies that are known to
support athletes, competitor research, and companies that athletes would personally like to work with. Furthermore,
a few websites that help connect sponsors and athletes are also brought into the picture. This is a modern way and
straightforward way to find sponsors. All athletes need to do is create an impactful profile that would attract
sponsors.

In conclusion, the author suggested that athletes build a list of potential sponsors. After having found the ideal
candidate, athletes can initiate the 1st contact to introduce themselves and explain what they want, and they would
appreciate a talk to further explain the details. Overall, this guideline has been thoroughly researched, and the
ultimate goal is to give athletes who are struggling with sports sponsorship instruction on how to execute this
problem.

3.2 Athletes’ Sponsorship Guideline

In this chapter, the topic “How to find sponsorships for athletes” is thoroughly displayed. Athletes, who are struggling
to find sponsorship might find some useful information to help with their journeys.

Being a professional athlete can cost a fortune, especially at the beginning of a career when most athletes are young
and still slowly building their status. Achieving career goals without a sustainable budget is tricky. Thus, many
athletes miss out on chances of a lifetime not because they are not qualified or good enough but simply because
they do not have the required funds to cover the cost of traveling and training. Finding a suitable sponsorship can be
difficult since most athletes do not know where to start; therefore, this chapter will help as guidance from
preparations and executions for athletes. Finding sponsorships can be as difficult as competing, the roads getting
there can be bumpy and full of risks. Without proper guidance, athletes are trying to get to a place, where they have
never been, without a map. However, with commitment, consistency, discipline, and professionalism, anything is
possible.

3.2.1 Types of Sponsorships and Understanding Athletes’ Values

Sponsorship appears in many different forms. Companies can sponsor athletes with athletic clothes or financial funds
to compete. Baylis (2022), suggests the most common forms of athletic sponsorship:

• Financial: Sponsors provide financial means to help athletes with their daily lives from training to participating in
events

• Product: Training gear and other products are sent to athletes for free

• Service: This can cover a wide range of services from medical to graphic design • Affiliate: Athletes promote these
products or services of brands on their social media platforms in exchange for a percentage of what the followers
purchase

• Ambassador: Athletes’ names and brands are used to represent sponsors in exchange for a financial contribution.

In the early stages, the value of athletes can be low due to a lack of popularity and achievement. Therefore, athletes
need to work hard and make their way up the ladder to attract more attention from fans and higher-profile sponsors.
The greater impact the athletes can generate, the higher the ladder they can climb up as there are not simply any
standard limits.

In order to successfully find sponsorships, athletes need to understand their worth. It’s back-toback business, before
making or receiving an offer, athletes need to know where they stand, what they can offer to the sponsors, and how
much their potential brings. Athletes can increase their values by competing and winning major tournaments and
having a broad number of followers on social media platforms. Moreover, trying to learn and grow with your fellow
athletes is never a bad idea. With these assets ready in hand, it is easier to persuade sponsors into a partnership.
According to Baylis (2022), here is a list of what athletes can consider offering to sponsors:

• Participation/Feature on social media posts

• Interviews on podcasts/live shows

• Appearance on YouTube videos

• The use of sponsors' products

• Products recommendations/advertisement
In addition, doing competitor- or market research on how much other athletes are getting paid or receiving from
sponsors is also a good way to determine your value. In general, always be practical with your offers, what you can
bring, and what you expect from sponsors. Sponsors are more willing to invest if athletes can showcase their
potential, desire, and passion.

3.2.2 Benefits of Sponsorship for Athletes

There are many reasons why companies are fond of sponsoring athletes. Companies that sponsor athletes are linking
the reputation of the athlete to their firm, with the hope that the most memorable and positive characteristics of the
athlete are linked to their brand. If the athletes are successful, then it is an automatic gain for the companies.
However, companies’ reputations might be disrupted if they sponsor athletes who are involved in controversial and
legal problems (Davis & Hilbert 2013, 340.) Therefore, sponsorship is like a double-blade knife, it can build a
reputation or destroy images of both parties simultaneously. Fans place trust in athletes whom they support, and
they are willing to take that trust to brands that the athletes feature. It does not have to be someone incredibly
famous or well-known but rather someone they can relate to. It’s the idea and the message athletes carry that draw
fans toward them whether it being fit, strong, or the story of being successful from a humble background. Therefore,
athletes need to create their own unique identities, something that others would align and relate to. According to
Baylis (2022), here are some additional reasons why brands sponsor athletes:

• Brand: Improve their image in the eyes of fans and other participants.

• Sales: Increase sales through improved exposure to new fans and athletes.

• Community and PR: Create a buzz about their brand providing inspiration, entertainment, or new connections with
their target audience by showing they are socially aware.

• Product Testing: Provide proof their product is effective by connecting the athlete’s performance with their product
or service.

• Personal Touch: Provide a face to their brand to become more engaging and acceptable.

One of the most important goals in marketing for companies is to create a personal touch and connection with
customers. With suitable athletes and the right plan, companies can reach their goals no matter what it is. Fully
understanding the benefits of sponsorship can help athletes reach their goals faster and more efficiently. According
to Baylis (2022), it is not only financial freedom and participation in tournaments but also includes:

• Goals: With sponsorship, athletes increase their chances of competing in major tournaments around the world

• Training: When having acquired sponsorship, athletes are less likely to worry about financial problems; therefore,
they can focus more on training like a pro

• Focus: As mentioned above, athletes have a chance to focus on competing without underlying fears associated with
the cost of attending events and traveling or worrying about the budget

• Tools: Athletes with sponsorship get access to better training equipment tools, athletic clothes, and training
facilities, which overall improve the quality of the performance

• Recovery: A better medical team with personal doctors and chefs specializing in the sports industry and
performance enhancement is a guaranteed result.

Sponsorship deals do not generally show up in front of your doors after one night, it is a whole process. By winning
one sponsor, you can partner up with many more if you compete in higherprofile competitions where there is a
larger audience pool. By winning titles and earning a reputation, sponsors will soon follow up and want to appoint
you to their teams. At the end of the day, who does not want successful athletes with a good public image
representing their brands?

In addition, sponsorship also proves to be a reliable and main income source for many athletes. According to Forbes
(2023), here is the list of highest-paid athletes.
According to Figure 6, Lionel Messi tops the chart as the most-paid athlete in 2022. Without needed introduction, all
these players are some of the best, most well-known, and most respected individuals in the world. Apart from their
humongous wages, they also receive huge funds from other activities, mostly sponsorships. 6 players earn more off
the pitch: Lebron James, Stephen Curry, Kevin Durant, Roger Federer, Tom Brady, and Giannis Antetokounmpo. In the
case of Federer, because of his form and retirement, he only managed to earn 700,000 dollars from tournaments.
However, since he is super popular and regarded as one of the best tennis players of all time, many brands are willing
to break their budget just to get him on their teams. Therefore, he made 90 million dollars as an off-the-pitch
income, the highest in the world.

3.2.3 Building a Brand and an Audience

Building a brand is the first step to helping athletes build an audience. There are tons of different athletic personas,
each with its ability to influence. It is the athlete’s goal to figure out who they want to be and how they want to be
perceived in the public eye (Baylis 2022.) As referred to by Baylis (2022), here are some common key characteristics:

• Aggressive, cocky, and strong

• Low-key, intense, and committed

• Witty, fun, and outgoing

• Caring, supportive, and inspiring

That being said, being original and authentic is always the easiest. It is not often that we see athletes being fake and
portraying a lifestyle and integrity of who they actually are not in the public. It’s hard trying to be someone you are
not, so creating your brand should be close to who you are (Baylis 2022). Moreover, athletes should avoid becoming
a copycat of already existing personnel, especially other athletes in the same field, and instead focus on building their
empires. Fans are also crucial when it comes to building a brand, they love authenticity and having someone as a role
model, someone they can easily relate to. They are the main audience and target of any athlete.

Building an audience can be done in many different ways. Nowadays, simply appearing at a competition and doing
well isn’t good enough. With the growth of the internet, not having an online audience is a big loss for athletes. By
developing an audience, athletes dramatically increase the number of people recognizing their messages and
presence (Robillard 2017). With more attraction, athletes are slowly building a fanbase. According to Baylis (2022),
here are some ways athletes can get started:
• Social media: the best and most common way nowadays to establish any brand, no matter what it is. Athletes
should be focusing on posting and engaging on social media as much as possible. For example, daily updates on
training, sharing athletic stories, tips, and tricks on how to perform better, and growing the community. At the end of
the day, consistency and quality of content are what matter most.

• Create a Blog: The content of blogs should align with what athletes show on social media. In the beginning, 1 blog
post every week is ideal. As your brand grows, 1 every month is enough.

• Create a YouTube Channel: Use YouTube like a video version of your blogs. Consider filming day-in-life videos of
yourself, collaborating with other athletes, and Q&A. Always share the links of your videos with your social media
channels and include them in blog posts that are related. Since YouTube is one of the most used platforms, having a
clear schedule and uploading every week is recommended.

• Podcasts: This is a creative way to share your stories. The content should include trends, stories, and knowledge
about the sports industry. Athletes can invite guest speakers to make podcasts not boring and repetitive. In addition,
guest speakers can bring a different perspective on how they look at things.

Athletes will finally reach a certain stage when it is difficult to manage their media by themselves. When athletes
start receiving more attention from the media, they will be doing a lot more commercials, and attending events that
they never had to. In order to solve this problem, hiring a media partner who does most of the online updates for
them is essential. With the help of a media partner, athletes can update their information a lot quicker with less
effort. Many of the most wellknown athletes secure a media partner, who actively represents these players online.
Most of the time, they will come up with ideas and upload social media posts.

3.2.4 Contacting Sponsors

Before initiating the 1st contact, athletes should start prospecting for sponsors. Here is a list of categories
recommended by Baylis (2022):

According to Grossman (2023), here is a list of businesses that are known to sponsor athletes:

• HeadSweats.com: Athletes are required to be an ambassador before being eligible to apply for sponsorship.

• Red Bull: one of the most well-recognized brands around the world, they are willing to accept sponsorship from
any athlete.

• Merrell: Merrell sponsors a handful of individuals who promote an outdoor lifestyle.

• Alpha Wear Fitness: They mainly focus on athletes who are into bodybuilding, powerlifting, CrossFit, or MMA

Moreover, some platforms help connect sponsors and athletes. These platforms act as an intermediary between
sponsors and beneficiaries. By going on these sites, sponsors can access and contact thousands of athletes available
and vice versa:

• OpenSponsorship.com: Athletes can register and gain an introduction to companies that are looking for athletes.

• Sponsoo: The number 1 marketplace for sports sponsorship in Europe. There are currently over 10,000 athletes
and 4000 sponsors available on the website.

After finding a sponsor you would like to work with, initiate the 1st contact by email. Baylis (2022) suggests some
tips:

• Address the email with a personal touch!

• Introduce yourself, what you want, and why they should be interested in 3 sentences.

• Do not ask for money but instead offer a solution!

• Suggest a time for a phone call to connect.

If you receive a positive response from sponsors that they would like to have a sales meeting to discuss more, be
prepared to do so! Your goal here is to learn more about the sponsors as well as examine how the partnership works
for both parties. According to Baylis (2022), here are some questions athletes should ask:

• Who is your target audience?

• How do you normally manage relationships in sponsorship?

• What is your target market value?

• What would you consider to be the most important elements in terms of sponsorship?

If the sponsors’ answers don’t meet the athletes’ expectations, it is best to not force any deals. In case of a small
disagreement, try to find a common term that would be a good fit for both parties.

After the meeting, if successful, send the sponsors your official proposal. Baylis (2022) recommends:

• Page One: Title page or sponsorship proposal letter

• Page Two: Describe your audience and brand.

• Page Three: Describe your opportunity.

• Page Four: Menu and pricing

• Page Five: Examples of how by receiving what they offer, you can help them meet their goals.

• Page Six: Contact page

Normally, athletes should expect to receive an answer within 2 weeks of sending the proposal. In addition, athletes
can send follow-up emails and phone calls to get to know the situation better in case of any expected changes.

At the end of the day, finding a meaningful sponsorship can be complex and confusing. It certainly cannot be done
within a short period but rather require a proper amount of effort and research. With that being said, nothing is
impossible as long as you keep working hard. This guidance was purely created as a map to make athletes' paths in
finding sponsorship a bit smoother and less bumpy.

4 Conclusion

The ultimate purpose of this product-based thesis is to help athletes gain knowledge on how to find sponsorship,
companies realize the potential of sports marketing, and casual readers understand the interesting history and
development of sports marketing as an effective communication tool. This chapter acts as a self-reflection and
evaluation of the learning and development of this project for the author.

4.1 Key Findings and Outcomes

In this chapter, the author reflects on what has been presented in the theoretical framework and the guideline on
how to find sponsorships for athletes. Sports marketing is not a recent phenomenon, its popularity has been growing
a lot recently. The industry carries a huge potential for development. With that being said, finding and utilizing its
potential is not simple. In addition, it is vital to understand the history and development of sports marketing, how it
started, and how it has progressed. It is an advantage when having this information in hand.

In sub-chapter 2.2.2, the basic concept of the process of how to build a sports marketing strategy was introduced.
Before forming any plan, companies should focus on identifying the opportunities related to sports marketing. After
having formed all the necessary information, the development of the plan starts. In the next step, forming the 4P, a
marketing mix is recommended. Afterward, implementing the strategy and controlling the quality is the final step.
Through this fundamental concept, companies that want to create a sports marketing strategy but do not know
where or how to start can learn something alluring.
Ever since the development of social media, its importance in our daily lives is undeniable. Consequently, it is not
different when it comes to applying social media to sports marketing. Employing social media in the sports marketing
plan is much needed. However, knowing what kind of social media platforms to use is another story. There are so
many different places where companies can share and interact with customers. Therefore, the table of WordStream
of diverse social media platforms, their preferences, and cons is a decisive intuition.

Normal readers, who do not possess much knowledge about sports marketing, might be surprised when they
discovered that there are multiple types of sports marketing, with the most common one being marketing of sports
and marketing through sports. By understanding these phenomena, marketers can find their paths a lot quicker. In
addition, knowing the objectives of sports marketing can smooth the process of creating a marketing plan. It is
always important for companies to know what they want and achieve before deciding on any further steps.

As mentioned, sports marketing has a big influence on our lives sometimes without us even realizing it. At a certain
point, everyone has probably bought products just because of their favorite brands, influencers, and figures. In sub-
chapter 2.7, Cristiano Ronaldo was the main target of how an athlete can impact the business. Therefore, the effect
of sports marketing, in general, is undeniable and inevitable. Consumers love having a brand model to follow and
learn from; therefore, they try to replicate and follow the paths of their influencers. They are also more prone to buy
from brands that they have a genuine connection with or simply brands that are promoted as trustworthy.

The focal point of this thesis lies in the guidance on how to look for sponsorships as athletes. Sponsorship is a part of
sports marketing, and it is one of the most chosen methods. Companies actively look for athletes to promote and
feature their brands. On the other hand, athletes are looking for financial funds and other help to support their
athletics careers. Through the guideline, it can be understood that it is not easy to find and cooperate with the right
sponsors. Athletes are required to do tons of research; however, it is not impossible. The guideline brings a step-by-
step approach from how to find sponsors to how to contact and deal with them. The result is relatively practical in
most cases, especially for athletes who are new to the industry and only starting baby steps in building their careers.

4.2 Self-Evaluation and Reflection

I also learned some new aspects of sports marketing by writing this thesis. During the research, I managed to learn
about the history of sports marketing. Before writing this, I was just as confused as many readers, I did not know how
sports marketing started and what was its 1st form. In addition, I deepened my knowledge of what actually is sports
marketing and sports sponsorship. By researching many different areas, people can learn a lot apart from what they
had known. Developing the guideline for athletes and describing the influence of sports marketing were probably the
most interesting parts that I did. They are also the parts that I am most proud of since there was lots of research,
ideas, and analysis involved.

Writing has never been my strength; therefore, I had lots of struggles expressing my ideas and knowledge in the
beginning. The main reason why I have chosen this topic was that I was fascinated by sports and marketing. I
participated in the thesis planning course back in September 2022. However, I only started to develop a plan back in
December and managed to finish it at the beginning of January. I was procrastinating; however, with the guidance of
the thesis advisor, I managed to pull myself through and start working on this important project. After a while, I
finally found the momentum to keep writing and doing research. I was lucky that there were many available books
that are related to this topic at the library. By reading these books, I gain myself some knowledge that I did not know
even existed. I gained valuable insight that I know would benefit me in my future career. Even though there were
some obstacles on the road, I feel that I did a pretty good job, I managed to complete the deadlines that I created for
myself, had regular meetings with the thesis advisors to discuss the ongoing situations, and transferred what I
learned from different sources into this thesis.

Overall, I believe that I have managed to reach my goals through this thesis: bringing sports marketing to light,
showcasing its importance and rich history, and most importantly helping young athletes in their journeys to find
sponsorship. The journey itself was definitely not relaxed and effortless but it was memorable, and I truly
appreciated all the help that I got along the way. I am proud of myself for what I have done so far, and I am pretty
satisfied with the result that I managed to produce. Finally, sports marketing and sports sponsorship are never easy
as they might seem, as long as you can keep your passion and have clear goals and mindsets, you can achieve
anything!
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Appendix Appendix 1. On the next page, a short version of the guideline presented in sub-chapter 3.2 is displayed.