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Digitalization is also revolutionizing sports sponsoring. Marketing managers are increasingly shifting their budgets from print, radio and TV to the Internet, especially to social media. These are the biggest trends in sponsoring 2019 in pictures.

ISPO Logo Author: ISPO.com
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Sports Business
Whether you call them influencers or brand ambassadors, it doesn't matter: former basketball star Kobe Bryant (nicknamed "Black Mamba") and Nike, like David Beckham and Adidas, are successful examples of long-term partnerships that work across the entire marketing mix and within communications across all media genres.

Whether you call them influencers or brand ambassadors, it doesn't matter: former basketball star Kobe Bryant (nicknamed "Black Mamba") and Nike, like David Beckham and Adidas, are successful examples of long-term partnerships that work across the entire marketing mix and within communications across all media genres.

Image credit: Nike
In order to become more independent of the large platforms, Adidas is using an extremely exciting targeting strategy: its own platform, the Adidas App. This was even advertised on the boards during the football World Cup, which led to 14 percent more downloads.

In order to become more independent of the large platforms, Adidas is using an extremely exciting targeting strategy: its own platform, the Adidas App. This was even advertised on the boards during the football World Cup, which led to 14 percent more downloads.

Image credit: Adidas
Climbing is one of the trend sports. Sponsoring in this area helps companies to rejuvenate their target group and reach new ones and find new customers. In trend sports, supporters also have much more room to get themselves involved.

Climbing is one of the trend sports. Sponsoring in this area helps companies to rejuvenate their target group and find new customers. In trend sports, supporters also have much more room to get themselves involved.

Image credit: imago
No company knows how to make the most of trend sports like Red Bull. The young target group has turned the brand into a huge group, which no longer only stands for the energy drink, but has also changed into a media group.

No company knows how to make the most of trend sports like Red Bull. The young target group has turned the brand into a huge group, which no longer only stands for the energy drink, but has also changed into a media group.

Image credit: imago
In Germany's football league, all 18 clubs have both jersey and sleeve sponsors. Deutsche Telekom, on FC Bayern's jersey, pays the most: about 35 million euros.

In Germany's Bundesliga, all 18 clubs have both jersey and sleeve sponsors. Deutsche Telekom, on FC Bayern's jersey, pays the most: about 35 million euros.

Image credit: imago

Storytelling is becoming increasingly important for sports companies. The US sporting goods giant Nike is particularly marketing France's World Cup victory in Russia. Here the campaign shows the young Frenchman Kylian Mbappé with the ambiguous hint: "A star is born." On the one hand he himself is meant, on the other hand the World Championship star for 2018 on the jersey.

Image credit: Nike
Particularly interesting at present are sponsorships of regional running groups, which are now offered by many sports brands. Asics Frontrunner, Garmin Lauftraining, Adidas Runners - companies in almost every major city in Germany rely on this marketing tool.

Particularly interesting at present are sponsorships of regional running groups, which are now offered by many sports brands. In almost every major city in Germany, companies rely on this marketing tool.

Image credit: Facebook/adidasrunnersmunich
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Whether you call them influencers or brand ambassadors, it doesn't matter: former basketball star Kobe Bryant (nicknamed "Black Mamba") and Nike, like David Beckham and Adidas, are successful examples of long-term partnerships that work across the entire marketing mix and within communications across all media genres.
In order to become more independent of the large platforms, Adidas is using an extremely exciting targeting strategy: its own platform, the Adidas App. This was even advertised on the boards during the football World Cup, which led to 14 percent more downloads.
Climbing is one of the trend sports. Sponsoring in this area helps companies to rejuvenate their target group and reach new ones and find new customers. In trend sports, supporters also have much more room to get themselves involved.
No company knows how to make the most of trend sports like Red Bull. The young target group has turned the brand into a huge group, which no longer only stands for the energy drink, but has also changed into a media group.
In Germany's football league, all 18 clubs have both jersey and sleeve sponsors. Deutsche Telekom, on FC Bayern's jersey, pays the most: about 35 million euros.
Particularly interesting at present are sponsorships of regional running groups, which are now offered by many sports brands. Asics Frontrunner, Garmin Lauftraining, Adidas Runners - companies in almost every major city in Germany rely on this marketing tool.
ISPO Logo Author: ISPO.com
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