Why you don’t need big budgets to benefit from sponsorship

When you think of sponsorship, it’s easy to picture big brands with even bigger budgets achieving global awareness through high-profile partnerships. And yes, if awareness is your ultimate goal, you’ll need deep pockets to compete on that level.

However, awareness is just one benefit of sponsorship. The real power of sponsorship lies in its ability to shape perceptions, boost loyalty, and create meaningful emotional connections. These benefits can be achieved without a massive budget if you do your research, think strategically, and align with the right partner.

The power of perception

Sponsorship uniquely shapes stakeholder perceptions, influencing nearly every aspect of a business. When executed effectively, it enhances client loyalty, strengthens employee recruitment and retention, improves bargaining power with partners, and bolsters investor confidence.

What sets sponsorship apart is its ability to transfer the inherent qualities of the partner to your brand. Whether it’s a sports team, event, or daring expedition, these partnerships carry valuable attributes. By aligning with the right partner, your brand can seamlessly adopt these qualities and clearly communicate what the brand stands for, sometimes better than words on a page ever could.

Alignment over size

Success in sponsorship isn’t about finding the biggest event you can afford; it’s about finding the right fit. Sometimes, a smaller but very well-aligned partnership can engage your audience more and provide a greater return on investment.

Events like the Talisker Atlantic Challenge, where remarkable individuals and teams achieve extraordinary feats by rowing across the Atlantic Ocean, offer compelling stories for brands to align with. It's why Diageo's Talisker whiskey brand has sponsored the event for over 10 years and countless SME's support the events of individual teams. These events don’t require a massive budget but can provide a powerful narrative that resonates with your audience.

Depending on your definition of a small budget we can also take Red Bull’s sponsorship of Felix Baumgartner’s record-breaking skydive from 128,000ft. While it wasn’t a traditional sporting event, it perfectly encapsulated Red Bull’s brand ethos of pushing boundaries and extreme adventure. Despite not costing anywhere near the millions associated with a major sporting event, it generated billions of impressions and remains one of the most memorable sponsorships in history.

Leverage owned channels

Maximising your owned and earned media channels is key to making sponsorship work on a small budget. Rather than relying on the sponsor's audience or televised coverage, ensure your partnership is integrated into every touchpoint of your brand:

• Website: Prominently display your sponsorship through visuals and storytelling.
• Client documents: Add partnership details to your presentations and reports.
• Email footers: Reinforce the connection in every communication.
• Social media: Share content showcasing your partnership and its impact.
• Office spaces: Use imagery and branding to highlight your involvement.

The goal is simple: ensure everyone interacting with your brand knows about your sponsorship and its values.

This approach is particularly effective for B2B brands. Rather than investing in large-scale events and hoping to attract new clients—while inevitably spending a significant portion of your budget reaching those who will never become customers—focus on ensuring that all new and existing clients interacting with your brand at any touchpoint are fully aware of the sponsorship. This way, they clearly understand who you are and what your brand represents.

Case study: Mirabaud Group

The Mirabaud Group, a Swiss wealth management firm, provides a great example. A long-time supporter of sailing, the company’s sponsorship strategy perfectly reflects its brand values.

Visit their website, and you are immediately greeted by stunning imagery of water and waves, evoking attributes like sustainability, resilience, and navigating uncharted waters—qualities that directly enhance their wealth management narrative.

Mirabaud’s sponsorship portfolio has grown over time, now including mini-documentaries following its sponsored teams, sailing regattas, and even art exhibitions tied to the sea. These partnerships do not come with a hefty price tag, but they have helped build a cohesive brand story that resonates with clients and stakeholders.

Final thoughts

When considering sponsorship on a budget, shift your thinking from reaching vast audiences to aligning with the right ones. Consider who you are as a brand, what you stand for, and how you want to be perceived.

Start with smaller, well-aligned partners that reflect your values. Brand ambassadors can also be a great starting point, offering a cost-effective way to amplify your message through individuals who embody your brand attributes. Sponsorship doesn’t have to break the bank. With the right partner and a thoughtful strategy, even a modest budget can deliver impactful results.

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This article was written by Sean Connell, Editor of The Sponsor.