Top 5 buying objectives

Analysis of current Premier League partnerships shows that sponsorship is increasingly being used to support wider business strategy rather than simply deliver media exposure.

Five commercial objectives consistently emerge: brand awareness and familiarity, product and innovation showcase, category leadership, international expansion and customer acquisition.

The importance of each objective varies by organisation. Whilst priorities differ, the majority of partnerships we have analysed support several commercial objectives simultaneously, combining brand building with product showcase, category leadership, international expansion and customer acquisition.

For organisations evaluating the role for sponsorship, the starting point is to define clear business objectives before assessing potential club partners. Those objectives should then inform club selection and the rights package best suited to achieving them.