Is sponsorship a waste of money?

No.

Studies have shown that 76% of attendees at sponsored events feel more favourable toward a brand after engaging with it through a sponsorship, making it an impactful way to build awareness even if the event isn’t directly tied to your product category, increased exposure can drive higher brand recognition, eventually leading to stronger consumer preferences.

-IEG Sponsorship Report 2022

Sponsorship allows brands to tap into new, previously untapped audiences. For instance, by sponsoring events outside of your industry, you can connect with new customer segments who may not have previously considered your brand. According to research, 72% of consumers are more likely to buy a product from a brand they encountered through event sponsorship

-Nielsen Global Sports Marketing Report 2021

In highly competitive markets, differentiation is critical. Sponsorship helps your brand stand out by associating it with positive values or high-visibility events that resonate emotionally with audiences. By sponsoring causes or events that align with consumer passions, your brand can carve a unique space, distancing itself from competitors and creating a lasting impact. For example, brands that effectively use sponsorship report an increased perception of innovation and leadership compared to competitors .

-Harvard Business Review, "How Sponsorship Creates Brand Differentiation"

Sponsorships also offer a way to demonstrate your company’s commitment to social responsibility. Aligning with socially impactful events or causes—such as sustainability-focused projects—reinforces a positive image. In fact, 83% of millennials expect companies to take a stand on social and environmental issues . This strengthens your company’s core values which are increasingly influential in driving both consumer trust and loyalty.

-Deloitte Global Millennial Survey 2024

Sponsorship provides a dual advantage: it expands your brand’s reach while offering financial returns through cost-effective marketing and tax benefits. By engaging new audiences, differentiating from competitors, and aligning with meaningful causes, it proves to be a winning strategy for both brand growth and corporate responsibility.

If you would like to hear more about the commercial opportunities that sponsorship can provide, please drop GF.One a message at hello@GFOne.co.uk

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