Personal sponsorship is a powerful marketing tool if used at a suitable time with the right person and well-defined objectives. Sponsorship usually offers the opportunity to increase brand awareness and build or strengthen the brand’s image. Next we’ll point out five reasons why we should use personal sponsorship in our communication:
1. Improve image
The use of a personality’s image gives the advertiser higher brand recognition and builds or is a reflection of it’s personality. The default values in the figure selected are transferred to the brand (and vice versa). The image of the individual, built mainly through their professional achievements (though, in many cases, also personal ones), should fit with the image the entity wants to convey.
2. Position oneself in an aspirational dimension
This type of actions with high-profile personalities promote the brand’s aspirational character. Increases the entity’s value.
3. Versatility of communication formulas
This form of communication offers plenty of options to sponsors thanks to its easy handling and fitting into place with other marketing activities. The strategies developed around a personality will define the final impact of advertising to consumer.
4. Create synergies through Corporate Social Responsibility (CSR)
This 'human asset' offers the opportunity to create actions parallel to other areas of the company, such as Corporate Social Responsibility, which is increasingly important in entities’ communication plans. Many personalities, as part of their marketing dedicate part of their time to social causes. In addition, some personalities have created their own foundations which makes their image reinforced and reevaluated in society, increasing the personality’s attractivity. This function is usually more related to actors and actresses, models, singers... however, the role athletes play in society is changing, their social activity is increasing.
There is the possibility that even if a character is not bound at all to these causes, the entity will engage them. In this case, we must first know if our brand ambassador is willing to collaborate, engage and therefore, ‘evolve’ their own image.
5. In some cases, an exchange for products or services
The use of personalities to use our products or services without payment from either party is also common. This practice is among the most attractive marketing on the market and especially in the fashion sector. The initiative can come either from the personality itself or from the brand directly.
Hugo Boss is one of the companies that sponsors personal sponsorship through exchanges. The company often sends out its costumes to a host of high-profile personalities who, in turn, lend their image and commit themselves to wearing the clothes at public events. Hugo Boss reaches exposure in public contexts and is associated with an attractive personality. The personality, in turn, receives valuable clothing from an attractive supplier.
Source: Johan Cruyff Institute