Local brands have no shortage of sports sponsorship options in the Phoenix market. These options include three major league franchises…
Are Sports Sponsorships A Good Investment?

As the owner of a sports marketing company in Phoenix, I am frequently asked if investing in a local sports sponsorship is a good idea. Let’s explore that answer, which, as you might expect, is not as cut and dry as you might think.
THE RISE OF SPORTS MARKETING
Without question, the sports industry has benefited significantly from the rise of digital technology. As the internet became more mainstream, consumers could readily engage content when, where, and how they wanted.
This leaves live sports and news as two programming genres that still afford advertisers some level of real-time engagement. Given the negativity relative to typical news broadcasts, sports quickly distanced itself as the platform of choice for brands.
Teams, leagues, and networks moved to capitalize on this major shift in consumer behavior. In the television space, the sports ‘point’ gained value and associative cost. Teams, leagues, and rights holders increased their emphasis (and rates) on other sponsorship assets they had to offer.
Sports became the most desirable and the most expensive way to market your brand.
The bottom line is that sports are rightfully more expensive than they used to be. Economic conditions and consumer behavior were the conditions that made this happen. Sports teams, leagues, and networks rightfully capitalized on increased demand.
IS INVESTING IN A SPORTS SPONSORSHIP WORTH THE MONEY?
Investing in a sports marketing sponsorship is a good idea for nearly every brand imaginable.
The key is to do it properly.
Let’s look at what we know about the sports audience. In general terms, the typical sports audience (TV or in-stadium) is more gender-balanced than you may think. Here’s the breakdown* of the four major professional sports leagues:
NFL – 46% female / 54% male
NBA – 41% female / 59% male
MLB – 39% female / 61% male
NHL – 33% female / 67% male
*statista 2024
Therefore, it’s very possible to reach a gender-diverse audience with a properly executed sports investment. In addition to this positive gender data, sports fans tend to have favorable demographic age characteristics. The vast majority of sports fans fall in the 25-54 age range which is the period of your life that you purchase the most products.
Sports audiences are also highly engaged in their teams. The tribal nature of sports paints your brand in a favorable light when associated with a team. This is a key attribute of a properly structured and implemented sports marketing strategy. Brands that want to maximize their sports investment should reinforce their relationship with the team to their customers in ways that go beyond the assets they purchase.
So, to summarize … sports provide your brand with a desirable audience for which to market to. Why doesn’t everyone invest in sports?
WHEN IS SPORTS NOT A GOOD INVESTMENT FOR A BRAND
I don’t want to beat a dead horse, but I want to reiterate that the cost associated with sports can put it out of reach for many brands. Cost directly correlates with creating and executing a sports marketing strategy that has the impact you need it to have. In other words, don’t try to execute a sports marketing strategy with a paltry budget.
Companies with smaller budgets and super-refined audiences are not necessarily conducive to making the investment necessary for a full-blown sports sponsorship.
Smaller companies may benefit from hospitality assets like suites and premium tickets. They may also explore other means of associating with local teams. I covered a few of those in this blog last year.
I want to leave you with this one vital piece of advice. Sports teams, leagues, and networks occupy the most valuable space on the marketing spectrum. This makes them highly desirable to brands seeking relevant audiences for their ad messages. Are they right for your brand? Probably, but only if you create, implement, and execute your campaign properly.
Ed has decades of experience in the sports space. If you’re looking for some assistance with your sponsorship efforts, contact me at ed.olsen@linedrivesportsmarketing.com or call my cell at 602.284.6722