How to pick the right sports marketing agency partner for your brand and understanding what good looks like

Sports marketing can be a powerful tool for brands looking to connect with consumers and drive business results. From sponsoring professional sports teams and events to supporting amateur athletics, there is a wide range of opportunities for brands to get involved in sports marketing. However, in order to be successful, it’s important for brands to work with the right sports marketing agency partner.

So, what constitutes a good sports marketing agency, and how can brands select the right agency partner?

First and foremost, a good sports marketing agency should have a strong track record of success. Look for an agency with a proven track record of delivering results for its clients and a portfolio of successful sports marketing campaigns. Strive Sponsorship has operated since 2010 and our clients have included such notable businesses as Vice, Coutts, BT, Game, Secret Cinema, and the Singapore SportsHub  … to name but a few.

It’s also important for sports marketing agencies to have deep knowledge and expertise in the sports industry. Look for an agency with a team of experts who have a deep understanding of the trends, opportunities, and challenges facing brands in the sports marketing space. Strive demonstrated this by being the agency of choice amongst sports rights holders evaluating esports as an engagement opportunity. The English Cricket Board, World Rugby, Badminton World Federation, SailGP, and the English Premier League all looked to Strive for advice on their approach to this emerging space.

Another key factor to consider is the agency’s approach to client service. Look for an agency that is responsive, communicative, and proactive in addressing the needs of its clients.  In 2022 Strive achieved a 100% client retention rate, a testament to the value of the work we deliver for our clients. Furthermore, we have only ever pitched for one of our client’s accounts. All our other client appointments have been made on recommendations and our reputation.

Finally, it’s important to consider the compatibility of the agency’s culture and values with those of your brand. It’s essential to work with an agency that shares your vision and values, as this will ensure a more seamless and successful collaboration.

So, how can brands select the right sports marketing agency partner? Here are a few key steps to consider:

  1. Define your goals and objectives: Have a clear understanding of what you hope to achieve through your sports marketing efforts.
  2. Research potential agency partners: Look for agencies with a strong track record of success and expertise in the sports industry.
  3. Evaluate the agency’s approach to client service: Consider the agency’s communication style and level of responsiveness.

Looking for sports marketing agency help?

If you’re looking for advice from a sports marketing agency, Strive Sponsorship can help. Contact us for sponsorship, commercial, content, media, operations, investment, and communications consultancy services.

Frequently asked questions

What is a sports marketing agency?

An agency that advises brands, teams, leagues, federations, and/or investors across a host of different services that may include marketing campaigns, delivering commercial returns, building and engaging fanbases, and developing brand identities.

Why do brands use sports marketing?

Brands use sports marketing for a host of reasons that may include building brand awareness, enhancing brand perception, rewarding customers and/or staff, demonstrating a product and/or service in an engaging way, and/or for hosting clients in hospitality.

What is the difference between sports marketing and sports management?

Sports marketing is the use of sporting assets (e.g. branding and athletes) to tell a story pertinent to your brand. Sports management is the operational delivery and governance of a sport and is also a term sometimes used when referring to the management of players.