The growing trend of B2B brands partnering with major sports teams marks a major step for brand building in our industry. But businesses have a long way to go before they can say they’ve made the most of the opportunity.
B2B brands and sports: for me, it’s a match made in heaven. OK, OK, that’s the last cheesy sports analogy I’ll use in this article. But the point still stands; I’m effervescent about the growing trend of B2B brands moving out of their comfort zone to build cultural cache in the worlds where people – the people who buy from them – spend their time and money. I just wish some partnerships and multi-million-dollar agreements delivered more substance than a simple logo on a shirt or stadium name.
Forget the stereotype of sports sponsorship just being about throwing money at logos plastered on jerseys or race cars. Sure, that's a tactic for major sponsors. But there's another side to the story. Sports sponsorships offer a surprisingly versatile toolbox for businesses to build stronger connections with their audiences.
It’s an exciting time in B2B. The intersection of B2B brands and sports sponsorships has become increasingly popular, offering unique opportunities for brand exposure and engagement. As brands seek global reach and audience engagement, sports attract diverse and engaged audiences worldwide.
Whether it’s soccer/football, Formula One (F1), or golf, these tournaments dominate social and media conversations. B2B brands are increasingly recognizing the value of sports sponsorships. And these partnerships allow them to reach wider audiences, tell compelling stories, and align with shared values.
I’m hopeful this intersection means the days of sterile interactions are gone – including the endless need to make every interaction a score. Today’s leading brands seem to understand the profound impact of emotional resonance and genuine engagement. They appreciate the intricacies of building a B2B brand that not only performs but resonates with audiences by leveraging cultural moments to cultivate lasting connections.
I’m a big fan of Korn Ferry’s sponsorship of the PGA’s development golf tour aptly named ‘The Korn Ferry Tour’. The PGA Tour association puts their name in front of a massive audience of golf enthusiasts thanks to globally televised tournaments. This exposure broadens brand recognition among potential clients and talent they might not have otherwise reached.
Korn Ferry’s brand promise is encapsulated by the phrase “Be More Than.” By sponsoring a professional golf tour, Korn Ferry reflects the determination, progress, and pushing beyond perceived limits seen in the participating athletes —living up to the business’ promise. This has made the tour a massive partnership success, broadening Korn Ferry’s reach through massive audience exposure and strengthening its development messaging.
The official partnership unlocks targeted marketing to businesses and potential talent, while also allowing them to create engaging content featuring players – humanizing the brand and showcasing its expertise.
The IBM-Wimbledon partnership is another example of how B2B brands can foster trust by combining tradition, innovation, and reliable collaboration. Their shared journey over the years has solidified their positions as trusted entities in the world of tennis and technology.
IBM’s expertise in cloud computing, AI, and automation has played a pivotal role in Wimbledon’s digital transformation. Wimbledon is steeped in tradition, from its iconic white outfits to the meticulously maintained grass courts. However, the tournament has also evolved to meet modern expectations.
Fans can now access real-time match results via the Wimbledon app, powered by IBM technology. By co-creating an open and flexible platform, IBM has been able to demonstrate its ability to transform massive amounts of tennis data into actionable insights, how it automates key processes, and the ways it secures Wimbledon’s digital operations – all services it offers B2B businesses.
Traditional sports sponsorships have been dominated by established men's leagues. However, a strategic shift is underway. Women's sports are emerging as a powerful platform for B2B brands to build their identities.
Several factors make women's sports a compelling opportunity. Compared to men's leagues, sponsorships in women’s sports offer a more cost-effective way to reach a growing and highly engaged audience. What’s more, sponsoring women's sports also allows brands to align themselves with values like diversity, equality, and empowerment to resonate with sentiment in today's B2B landscape.
Finally, partnerships with women's teams or athletes create unique storytelling opportunities, fostering a genuine connection with the audience. By strategically leveraging sponsorships in women's sports, B2B brands can gain valuable exposure, target a relevant audience, build positive brand associations, and craft authentic narratives that resonate with the market.
So, what should B2B brands do when considering a partnership with the hottest ticket in sport?
The journey to building authentic connections starts with a profound understanding of your audience. Dive beneath the surface of demographics and immerse yourself in your audience’s motivations, aspirations, and pain points in the same way you’d craft an Ideal Customer Profile. By empathizing with their challenges and desires, you pave the way for meaningful interactions grounded in trust and mutual respect.
In an era characterized by purpose-driven consumption, B2B buyers look for more than just products or services; they crave narratives that resonate with their values and aspirations. It's crucial that brands weave a compelling story that transcends functionalities, highlighting your company's mission, values, and societal impact. By inviting your audience into a narrative where they play a pivotal role, you foster an emotional connection extending far beyond the transactional relationships they’re used to in B2B.
Behind every brand lies a vibrant organizational culture and team of passionate individuals. Embrace authenticity by infusing your brand voice with personality and warmth. Humanizing your communications fosters a sense of relatability and connection with your audience, cultivating enduring bonds.
Transparency breeds trust. Be forthright about your company's values, motivations, and ethical practices. By practicing open communication and showcasing your commitment to social responsibility, you align yourself with your audience’s values, laying the foundation for enduring partnerships.
At the heart of every successful B2B brand lies a relentless dedication to customer-centricity. Prioritize understanding and addressing the pain points of your audience, offering solutions that tangibly enhance their operations. By placing the customer at the forefront of your endeavors, you cultivate loyalty and advocacy that propels your brand forward.
Experiences play a pivotal role in forging authentic connections on top of traditional brand-building strategies. B2B brands are increasingly leveraging experiential marketing initiatives to immerse their audience in memorable interactions that evoke emotion and foster engagement. Whether through immersive events, personalized workshops, or interactive digital experiences, these encounters create lasting impressions that resonate long after the initial interaction.
Cultural moments – from major sporting events to blockbuster entertainment releases – present unique opportunities for B2B brands to cultivate authentic, lasting connections. By aligning with cultural trends and tapping into shared experiences, businesses can position themselves at the forefront of conversations that matter to their audience.
Whether through strategic partnerships, targeted sponsorships, or creative campaigns, these cultural moments provide platforms for brands to showcase their values and relevance in real time.
At Transmission, we’re working with our clients to tap into cultural moments that amplify their brand. Discover how we can do the same for you by getting in touch.