Sponsorship an integral part of marketing


This week’s edition offers a glimpse of what sponsors say and the idea is to gauge on how to satisfy their business objectives when drafting or negotiating sponsorship deals with them. It is a known fact that most of the R7 billion spent annually on sports sponsorship marketing is geared towards leveraging and branding the actual portfolio to achieve the brand’s desired business objectives. This would include strategies to increase the “top of the mind awareness” through creative marketing and branding activities alike.

According to BMI SportInfo’s recent “Top Sponsorship Decision Makers’ Survey”, most brands reported that they spend more than 30% of their marketing budget on sponsoring sport and 29% of that is spent on digital with more than 60% of sponsors ranking engagement with fans via social media as a major objective. More than 83% regard sponsorship as an integral part of their marketing budget and will spend more on leveraging it, through experiential marketing and branding campaigns. 

Also, it is a common fact that well thought out integrated branding and activation strategies always create a higher level of awareness of a sponsor’s involvement in a particular event. Event Branding has become the most important strategy when leveraging a sponsor’s rights and creating the desired awareness of its commercial rights to the sponsored property.

If you are interested to receive a Snapshot of the "BMI Top Sponsorship Decision Makers’ Survey”, visit

Until next time.

Gerrit Davids and Josi Mudau (Co-Publishers)

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Issue 10


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