Six ways brands can maximise sponsorship activation to boost audience engagement
To succeed in today’s sponsorship landscape, brands must embrace authenticity, give back to communities, and deliver immersive experiences, says Set Creative.
The sponsorship market is booming. In 2023 it was estimated at more than $97 billion, but is projected to grow to over $190 billion by 2030. But with this growth comes the need for marketers to pivot beyond just brand awareness and lean into immersive experiences that engage audiences on a deeper level.
Here are six tips for how brands can thrive in this golden era of sponsorship, maximise the impact of their activations, and avoid common pitfalls.
1) Be authentically relevant
Recent research from Kantar has revealed that brands with high cultural relevance grow nearly six times more than those with low relevance. Authentic sponsorship partnerships can only add to this growth opportunity.
Brands should be weighing up whether or not a potential partnership relevantly and culturally aligns with both parties and, crucially, the audience. Added to this, the growing rise in marketing savviness, especially among Gen Z, has led to phenomena such as calling out greenwashing and popular influencer fatigue. This all points toward the need for brands to double down on authenticity to more genuinely engage their customers, and sponsorship should be no exception.
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