Creating Partnerships with Purpose
Leading Sports Executive Brian Gainor Shares Insight into How Sports & Entertainment Organizations Can Drive Growth and Deliver New Solutions for Partners in 2024.
Looking to achieve substantial revenue growth through corporate partnerships in 2024?
Teams, leagues, and organizations can capitalize on significant opportunities by investing in the development of new platforms and purposeful partnerships.
The era of brands merely purchasing “stuff” like signage and hospitality is fading. Brand marketers now seek alignment with partners sharing a common mission, vision, and values, providing opportunities to connect with, engage and impact fans, communities, and underrepresented audiences.
Why?
Increasing fan expectations: Fans now expect their favorite sports organizations and companies to inspire, unite, address community issues, and tackle inequities
Emphasis on values and purpose: Fans prioritize companies with strong values and a clear purpose
Building deeper connections: Fans form stronger connections with companies that align with their values
Year-round activation: Companies seek new ways to activate partnerships throughout the year, both in and around venues, aiming to engage audiences continuously
Strategic partnership approach: With a surplus of inventory, brands are exploring deeper collaborations with fewer partners to create meaningful real-world impact
Properties adopting a purpose-driven approach in presenting platforms, ideas, and impact-oriented solutions will discover that brand marketers are more receptive to their outreach. This is especially true when selling high-value inventory such as jersey patches, helmet decals, naming rights, gate entitlements, etc.
Seven key platforms for successful creation of purpose-driven partnerships for teams, leagues and organizations include:
Sustainability
Community Programs
Health & Wellness
Diversity, Equity, Inclusion & Accessibility (DEIA)
STEM Education
Women & Girls Empowerment
Youth Programs and Mentorship
Where & how will you be investing in growing & evolving your approach to partnerships in 2024? Please reach out if we can help you create new, purpose-driven and innovative platforms and opportunities to attract, renew and grow partners.
---
What the Industry is Saying
“Purpose-driven campaigns are what brands are looking for: the impact on communities, the impact on individuals and consumers.” - Michael Yormark, Roc Nation Sports
“Every marketer out there is talking about brand purpose these days.” - Dr. Patti Williams, Wharton School of Business
“People with purpose thrive, brands with purpose grow, and companies with purpose last.” - Paul Polman, Net Positive: How Courageous Companies Thrive By Giving More Than They Take
“If people believe they share values with a company, they will stay loyal to the brand.” - Howard Schultz, Former CEO of Starbucks
