Over the years I have worked with many clients on sports sponsorship deals for their brands. This includes a popular wine producer who became the primary sponsor for an international PGA golf tournament, a national FMCG brand as the event sponsor for a live broadcast of a well-known marathon and a key spirit producer as co-sponsor during the Rugby World Cup.

Similarly, in the US, I’ve worked with clients on a number of motorsport events like NASCAR and the Indy 500.

Sponsorship often plays a key role in enabling participation and helping elite athletes and sports people to progress through the ranks. We only need look at the TT to see how riders and teams rely on sponsors to cover the cost of competing. But there are a lot of complex scenarios to consider before jumping into this exciting and exhilarating world.

For example, an increasingly popular strategy in recent years has been to align a brand with specific sports teams and athletes. This can be a powerful means to turbocharge brand visibility and engagement with a target audience if said team or athlete is on an upwards trajectory.

When executed correctly, it can drive remarkable exposure value, solidify brand positioning, and foster a deep connection with fans.

But navigating this terrain requires a considered strategic approach to avoid potential pitfalls, not least of which is the risk of poor PR by association if something goes wrong or the chosen team/athlete proves to have some previously undiscovered unedifying opinions or habits!

It all starts with good research as the underlying key to successful collaborations is to ensure authentic alignment of the brand with the sport’s values and the interests of the fanbase. There should be some clear synergy.

For brands venturing into the thrilling world of motorcycle racing, for instance, the payoff can be substantial, provided they embrace the spirit of the sport and its passionate fan base. Simply sticking a logo on a sidecar is unlikely to achieve much but engaging with the teams and their followers, recognising and sharing their highs and lows, and reaching out to supporters is more likely to let the brand follow in the slipstream of that exhilarating ride.

By making sure your brand values are aligned with the ethos of the sport, you can often find a natural partner. A brand that champions innovation and performance, for example, may readily find a symbiotic relationship with high-adrenaline sports like motorsport.

However, it’s important to tread carefully. Misalignment can lead to inauthenticity, which savvy consumers quickly detect and reject. Moreover, brands should avoid over-commercialisation. Fans are there for the love of the sport, not to be bombarded with ads. The key is to integrate the brand subtly yet impactfully, enhancing the fan experience rather than detracting from it.

Of course, the Isle of Man TT Races stand out as a legendary and unique sporting fixture and attract a very specific and dedicated tribe of enthusiasts. This tribe is not just passionate but deeply invested in the sport. They appreciate the skill, courage, and sheer audacity required to tackle this challenging race.

The demographic is a wide mix of ages and gender but is particularly strong among older enthusiasts who have followed the sport for decades. Many are seasoned riders themselves, bringing a deep knowledge and appreciation of motorcycle mechanics and racing dynamics. This tribe values authenticity, performance, and a genuine connection to the sport…and not much in the way of “puffery”.

The exposure value for brands at an event like the Isle of Man TT can be substantial. The race garners significant media attention, with coverage spanning live broadcasts, social media, and dedicated fan forums. Brands can leverage this by creating engaging, multi-channel content that resonates with the audience. Merchandise, event signage, and interactive experiences at the race can further solidify the brand’s presence and appeal.

On top of this, the community aspect of the Isle of Man TT means that peer recommendations and word-of-mouth play a crucial role. By sponsoring such a prestigious event, brands can benefit from the credibility and trust that come with it.

The excitement and emotional investment of motorsports fans is not unique and many sports provide a fertile ground for brands to embed themselves into the popular culture.

Whether it’s the electrifying atmosphere of a live event, the shared camaraderie of fans, or the sheer thrill of competition, sports create memorable moments that brands can leverage to enhance their visibility and appeal transforming casual viewers into loyal customers.

Like many things in life though, you won’t be sure until you try it and, at the end of the day, your success should be measured on a set of predetermined ROIs – and you need to be brutally honest in the review.

It’s easy to be lured into exciting deals, especially if you are a sports fanatic and enjoy watching the action. But, like any sponsorship arrangement, promotion or marketing activity, it needs to add something to your brand’s reputation and preferably your bottom line!