The Disruption of Sports Sponsorships (And 50 Brands Planning in Q4)

Sports sponsorships have been a “safe bet” for decades. Sure, advertisers faced challenges like league strikes and broadcasting updates, but overall, little has changed in the last 30 years. Now, the sports industry faces both an international pandemic and social reform politicizing leagues.

With the kickoff (pun intended) of the NFL season, coronavirus continues to threaten the health of the players and staff. Illness could interrupt the season and one of the biggest sponsorship opportunities in the country. At the collegiate level, the Big 10 and Pac-12 football conferences already canceled their seasons in August, a big blowback for regional brands.

At the same time, it’s no longer as controversial for athletes to openly speak out about social justice. In August, numerous NBA and MLB teams refused to play and games were canceled across leagues in response to the police shooting of Jacob Blake in Kenosha, Wisconsin. Canceled games further interrupted advertising opportunities, making brands nervous to invest.

However, bold advertisers can disrupt sports sponsorships.

Brands eager to experiment or push cause-driven messaging, like Nike and Coca-Cola, can use the current climate to their advantage and drive significant social change that will distance them from their competitors. And advertisers are still hungry for exposure, whether through virtualized experiences, related media channels, or 2021 event planning. We’ve compiled a list of 50 brands who spent significant advertising dollars on sports sponsorships in the past as they head into their Q4 planning quarter.

Want to access our list of 50 Sports Sponsorship Spenders Planning in Q4? Download as a PDF or Excel file

This list also includes key titles responsible for sponsorship decision-making. However, take a targeted approach to stand out from the crowd and avoid flooding more inboxes. Considering they’re currently in planning, it’s worth the extra step to reach with the right message. Then, investigate current marketing campaigns, their demographic targets, and the personality of the decision-maker you’re reaching out to. This will craft a compelling argument for why your offering compliments, or elevates, their existing strategy.