From jerseys and stadiums to courtside screens and banners, brand logos are a constant presence in the sports world. But have you ever wondered how those deals come together? Who makes them? Who benefits from them?
Below, we will take a closer look at sports sponsorships and partnerships, exploring how these strategic deals fuel the business of sports and fund the teams we love and cheer for.
While often used interchangeably, sponsorships and partnerships in sports have distinct differences.
A sports sponsorship is typically a short-term financial agreement where a brand provides funding to a team, league, or event in exchange for visibility. These sponsorships are reflected in visible brand placements, such as logos on uniforms and the naming rights of arenas like the American Airlines Center in Dallas, Texas, or the AT&T Stadium in Arlington, Texas.
Sports partnerships, on the other hand, are often long-term deals that involve deeper, more innovation-driven collaborations that benefit both sides. For example, a clothing brand might work with a team to develop and test new performance materials for uniforms.
While the scope may differ, the core idea remains the same: brands pay to access a team’s audience, and in return, teams offer visibility, credibility, and connection.
For sponsors, the payoff is big.
By aligning their brand with a sports team's audience, sponsors gain significant brand awareness, positive brand association, and opportunities to increase sales.
While teams don't typically pay sponsors directly, they may invest in co-marketing for special events to enhance the value of these partnerships. This is usually done as part of fulfilling the obligations listed in their sports contracts.
For sports teams, sponsorships are a critical source of revenue. Funds from sponsors can support everything from players’ salaries and stadium upgrades to community outreach programs.
Beyond funding, sponsorships help elevate the fan experience through:
When executed well, sponsorships benefit everyone: brands gain exposure, teams gain support, and fans enjoy richer, more engaging experiences.
Some of the most influential partnerships in sports demonstrate how deeply integrated these brand relationships can become.
Coca-Cola, for example, has sponsored the Olympic Games since 1928, making it the longest-standing Olympic partner in history. This nearly century-long relationship has transcended marketing strategy and now reflects a shared commitment to global unity, excellence, and perseverance. The Olympics' strategic partnerships with businesses also demonstrate how effectively sports event management has transformed modern fan engagement.
For the Paris 2024 Games, Coca-Cola’s Powerade brand illustrated how partnerships can evolve to meet modern priorities by creating a bespoke Olympic Village experience focused on athletes’ mental health.
Similarly, DICK’S Sporting Goods recently secured the role of Official Sporting Goods Retail Provider for both Team USA and the LA28 Olympic and Paralympic Games. This partnership positions DICK’S as a key player in supporting elite athletes and fueling national pride.
Through sports partnerships, brands have the opportunity to benefit and actively shape experiences for both athletes and fans alike.
If you are intrigued by the strategy and creativity behind sports sponsorships and brand partnerships, a career in sports management could be your next big move.
This dynamic and exciting field blends business, marketing, negotiation, data analysis, and relationship-building—all crucial skills that you’ll need to acquire to manage high-stakes deals and revolutionize the sports industry.
With a Master of Science in Sport Management (MSSM) from the Simmons School of Education and Human Development at Southern Methodist University (SMU), you’ll gain industry-specific knowledge and skills to thrive in the field of sports.
From coursework in marketing and analytics to game-changing internships and networking opportunities that open doors to your dream career, SMU’s graduate program prepares you to confidently step up to the plate when it comes to business in sports.
A sports management master’s degree can land you roles like: Sponsorship Manager, Partnership Coordinator, and Brand Activation Specialist. Professionals in these positions are responsible for crafting strategic proposals, managing ongoing collaborations, and ensuring that both the brand and the sports organization meet their goals.
Our MSSM will equip you for these sports sponsorship jobs and more, whether you’re a former athlete looking to stay in the industry or a passionate sports enthusiast breaking into the field.
Ready to rise through the ranks and pioneer your sports career?
Explore our guide: Your Path to a Job in Sport Management—Pursue a Master’s in Sport Management and learn how to transform your passion for sports into a hall-of-fame career.