Building authenticity: The power of longevity in sponsorship strategy

For brands with no prior sponsorship experience, the challenge of establishing authenticity can be daunting. How can a company that has never sponsored a sport or event suddenly claim to be a passionate supporter? This dilemma is common, and while it may seem daunting, the potential rewards of sponsorship—enhanced brand awareness, increased market stature, new business opportunities, and improved employee engagement—are significant enough that at some point, a brand must take the leap. The question is: how?

There are broadly two options to consider: jumping in headfirst or building a presence gradually over time. Each has its own advantages and disadvantages, and the right approach often depends on the brand’s goals, resources, and the specific market it’s targeting.