‘Consumers can absolutely see through the logo slapping’: Why brand authenticity matters when sponsoring sport

Too often, brands will slap their logos on big cultural moments – such as the Olympics every four years – and call it a day. But it is the ones who support from the grassroots movement up, and show purpose in their sponsorships, that truly reap the rewards.

They ride the wave of hero moments, and it undoubtedly helps them get in front of consumers and raise brand awareness. But frequently it is unauthentic, and consumers feel brands get in the way, according to M&C Saatchi Sport & Entertainment’s managing director, Nicole Thurston.

And while many have positive intent, its the execution that is flawed.