Sponsors of emerging sporting codes can capture fans and rivals alike: Study

“I hate the team you sponsor, and therefore I hate you,” is a worry when it comes to slapping your brand on a particular team’s jersey. New research shows this tribalism isn’t the case in emerging sporting codes, which means bigger opportunities for advertisers.

Recently published peer-reviewed research from the University of the Sunshine Coast has shed new light on sponsorship dynamics in professional sports.

Professor of marketing and co-author Maria Raciti presented her findings on what kinds of sponsorships give the biggest return on investment in this increasingly crowded space.