Football clubs as key players in brand communication
Why football clubs are at the heart of marketing strategies
Germany and Europe agree on one thing: football is undisputedly the most popular sport out there. Be it live in the stadium or on TV, be it at Bundesliga matches, European Championships or on the pitch at your local club, football is an integral part of life. Every week, millions of fans come together to share the highs and lows of the beautiful game in the world's biggest stadiums. That’s one reason why football clubs are an indispensable part of modern marketing strategies. Major brands have long been aware of this and use sports sponsorship in a targeted way to boost their reach and imbue their brand with emotion. Thanks to clever campaigns and targeted partnerships, brands can significantly boost their ROI and reap the rewards of the collaboration in the long run.
Mara Kottke
Published on January 27th, 2025
In this Insight:
Clubs aren't the only decisive factor
When it comes to sports sponsorship involving football clubs, the clubs themselves aren’t the only element in the spotlight: the stars of the team automatically also become brand ambassadors who drive forward the campaign’s success. Players such as Mbappe, Messi, Kane and Haaland take marketing success to a new level, even off the pitch, through their own reach and popularity – an effect that shouldn’t go unmentioned or be underappreciated.
The focus on emotional marketing
Football clubs offer something that few other advertising placements can: emotion. From tense penalties to the decisive goal in extra time: fans experience a broad spectrum of feelings that brands can tap into to create emotional bonds. Thanks to sports sponsorships and exclusive partnerships with clubs, companies can draw on this authenticity and proximity to speak to target groups on a more personal level.
Marketing strategies over time
Marketing strategies have changed hugely in recent decades: from traditional advertising bands to comprehensive digital campaigns, companies can now make use of the whole spectrum of opportunities offered by football clubs.
The decision of world-famous brands like Emirates and Hisense to focus their marketing efforts on football reflects this sport’s large, varied fan community. Emirates uses the platform to generate a global presence and expand the European market, while Hisense employs it to forge ahead with the expansion of its brand in new markets. Both companies benefit from football’s huge reach within Europe.
Emirates and the global presence in football
According to information provided by Emirates, the company sees sports sponsorship as a key strategy for reaching customers around the world. The airline is involved in other sports alongside football, but football holds particular significance. Partnerships with clubs like Real Madrid, Arsenal FC, AC Milan, or Lyon Olympique, along with sponsorship of major tournaments, underscore the role of Emirates as a global partner in football. For instance, Emirates is even the title partner of the FA Cup in England, which has been known as the Emirates FA Cup since the start of the 2015/2016 season.
Hisense and UEFA EURO 2024
Hisense, on the other hand, wants to act as an innovative technology partner and ensure that football fans have a better experience with the help of the company. At UEFA EURO 2024, Hisense showcased its product range through interactive fan campaigns. The technology manufacturer successfully used the tournament stage to increase its brand awareness in Europe. During the tournament in Germany, Hisense was present in prominent locations in each of the host cities, giving fans the opportunity to take a closer look at the brand's TVs, fridges and other products.
Expansion through football: a global playing field
Football is a global sport – or, rather, a global phenomenon The reach of clubs like Borussia Dortmund, Real Madrid or FC Barcelona extends across every continent. This means that brands can use targeted sports sponsorships to drive forward their expansion in international markets. Football clubs serve as an incomparable springboard for companies keen to expand their brand presence globally.
Sports sponsorship: more than "just" jerseys
Nowadays, sports sponsorship is much more varied than it was in the past: brands invest in interactive fan experiences, digital campaigns and exclusive events. Why? It’s simple: these approaches don’t just boost brand awareness but also reinforce the bond between the brand and the target group. Jersey sponsorship remains a classic choice, but premium partnerships offer far more opportunities for creative marketing strategies.
Additional placement within pop culture
Football jerseys have long made it out of the stadium and into the world of fashion and pop culture. Stars and musicians like Ed Sheeran, Rihanna and Drake are frequently seen in football kit – making the shirts a sought-after fashion statement and a viral phenomenon on social networks. This connection boosts the visibility of brands engaged in sports sponsorship and addresses target groups that might not traditionally be football fans. Companies benefit from the association with a young, trendy image that’s disseminated via these unconventional placements.
Why it’s worth focusing on football clubs
Reach
Football is popular and watched by millions of fans globally
Emotional connection
Football brings people together and creates a loyal fan base
Varied platforms
From social media to stadium events, football clubs offer countless channels for marketing messages
Global appeal
Football appeals to target groups on every continent, which is particularly helpful if companies are looking to expand into a new market
Flexibility
Sponsorship can be customised to reach specific marketing targets
Conclusion: a one-two pass between brands and football clubs
Football clubs’ unique nature puts them at the heart of marketing strategies. Brands such as Emirates and Hisense have recognised that sports sponsorship not only helps them to drive forward their expansion, but also to communicate with their target groups on a deep emotional level. The success garnered by these strategies highlights that football clubs are more than mere partners – they’re successful teammates.
