Lessons from across the pond: Why Americans love their sponsors
On the occasions I get to enjoy some US sports — whether it’s the NBA, NFL, MLB, or NHL — I’m always struck by how prominent the sponsors’ branding is. I watched a recent Toronto Bluejays MLB game, and I could barely see the batter at the plate. The background and the players were covered in logos, and the broadcaster temporarily shrunk the screen to let a sponsor's ad take over three-quarters of it. In the UK and European sports market, this kind of brazen sponsorship would be met with backlash — yet in the US, it’s not only tolerated but embraced.
The Philadelphia Eagles destroyed the Kansas City Chiefs, and Kendrick Lamar’s halftime show went viral — that’s culture. But why are the sponsors’ messages awaited just as eagerly?
Fan engagement is the single greatest defining factor in successful sponsorships. Even global reach means nothing with fan engagement. So why are fans in the US so much more engaged with their sponsors than in Europe?
The North American approach: Sponsors as part of the entertainment
Having been to plenty of hockey games in Canada, I can say from first-hand experience that the whole ‘show’ is much more entertaining there than it is in the UK — and the sponsors play a huge part in that.
I recently attended an Edmonton Oilers NHL game. At a break in play, the stadium loudspeaker announced, "Who likes free pizza, courtesy of our sponsors at Pizza 73?" The whole crowd erupted as small pizzas started parachuting down from the stadium gantry. My first reaction? Exactly what most Brits probably think when they see stuff like this at American sports — bemusement. But, as I spotted a small pizza-shaped box floating down in my direction, I found myself on my feet, jumping up and down, trying to catch it. It was one of many great fan activations I have experienced that day.
It’s not just about pizza parachutes — it’s the whole game-day experience. Sponsors in North America go out of their way to make sure fans have a fun and memorable day. It’s not unusual for fan zones to feature famous singers, meet-and-greets with players, and a wild, wonderful mix of sponsor activations and competitions. The difference? These sponsors put the fans' enjoyment first, second, and third — and it shows.
By putting real effort into making sure fans have a fantastic experience, those same fans want to engage with sponsors — seeing them as valuable contributors to their match-day experience rather than just an annoyance to be tolerated.
When sponsors enhance the event, they create a positive association in fans' minds. When fans feel like you’re adding to the fun, they become more open to your presence and your message. This positive brand association is not forgotten at the point of purchase and if you ask the finance director, this is what sponsorship is all about.
The numbers back this up — research by The Sponsor shows that 88% of US sports teams have a stadium naming rights partner, compared to just 12% across European sports. That’s a clear sign that when sponsors enhance the fan experience, fans embrace them as part of the event.
The European approach: A stark contrast
When it comes to the fan experience, the situation in the UK and Europe is quite different. Over the past 30 years, halftime entertainment hasn’t evolved much beyond the classic crossbar challenge, where a fan, often in poorly chosen footwear, steps onto a slippery pitch and tries to hit the crossbar. When we think of the words ‘fan zone, ' it’s not a high-energy entertainment space that comes to mind, but instead, a burger van in a car park with a portaloo.
In my match-going experience as an Everton fan, I have perfected the art of arriving no more than one minute before kick-off. Why would I arrive any earlier? There’s absolutely zero entertainment on offer.
Meanwhile, my Canadian brother-in-law arrives at Rogers Place at least an hour before the match. His bank card is rarely out of his hand, and he’s scanning sponsors' QR codes left, right, and centre, happily handing over all those valuable lead-gen details in exchange for free goodies and prizes.
Future outlook: How UK sports can attract and retain partners
US and UK culture will always be different; consequently, some aspects of how sports are consumed in each country will never change. What is undeniable, however, is that all sponsors, regardless of geography, are desperate for more fan engagement.
The responsibility for creating an exciting and engaging fan experience must lie with the rights holder. When sports teams, events, and venues provide a powerful platform for fan engagement, sponsors are attracted, invest more, and stick around for the long term.
Until UK sports can create a more engaging fan experience, audiences will continue to show up for the match and leave as soon as it’s done, begrudgingly tolerating the brand's desperate attempts to catch their attention during the event. Until that changes, UK sponsors will never feel the warm embrace that US fans bestow upon their teams commercial partners.
Opinion piece from Sean Connell, Editor of The Sponsor.
