Make the association a demonstration of your values
Make the association a demonstration of your values by connecting your brand promise to what people experience through the partnership. Identify the value your sponsorship expresses, explain how your involvement supports it, and tell the stories of people who give it meaning.
Deloitte describes its Olympic sponsorship as a "partnership with purpose", linking fair play, solidarity and inclusion to its approach to clients, people and stakeholders. Its content series The First Effect explores how pioneering moments in inclusion, sustainability and technology have continued to shape the world, including Sarah Attar becoming the first female Olympian to run for Saudi Arabia.
TCS connects its "Building on Belief" promise to possibility and achievement through marathon partnerships. The This Run campaign for TCS strengthened that association by celebrating runners' authentic stories and personal motivations. Participation and achievement gave the technology brand's promise a human expression.
Stats Perform reported in 2025, via SVG Europe, that more than 1/3 of sports media executives across global sports organisations and media businesses struggled to find authentic ways to connect sponsors with sport.
Sources: A game plan for success: how B2B brands can tap into the spirit of sport