Carefully considered sports sponsorships can be a successful method to advertise a new brand. Nonetheless, an organization should pick who to sponsor cautiously and weigh numerous factors prior to sponsorship arrangement. Sponsorships, when executed without thinking about the person’s background, can destroy the firm’s image. The three companies, Nike, Red Bull, and INFINIT Nutrition, made a suitable choice of sportsmen to sponsor. They considered the sport area which would fit the theme of their products and ensured the athlete’s lifestyle resembles their concept.
One of the most worldwide renowned soccer players, Cristiano Ronaldo, is in a lifetime contract with Nike. This is a perfect matching since Nike massively produces sportswear and sport equipment. Choosing the famous player from the soccer team with the highest number of fans is an effective tactic to engage many buyers. Ronaldo is well-known in social media and loves to wear sport clothes and sneakers (Sinha, 2016). His life and profession are all associated with sport and serve as a good advertisement for Nike. Their style and goal of promoting sports and healthy habits make it a well-planned sponsorship tactic.
Red Bull has a long list of athletes which it sponsors. One of them is Formula 1’s youngest driver in history, Max Verstappen (Red Bull, n.d.). Red Bull likes to organize different sport events including car races for Formula 1 (Red Bull, n.d.). From the first glance, Red Bull’s product’s connection to the sport is somewhat questionable. However, racing and high speed is an exact definition of the energizing drink. Verstappen’s young age and his love for excitement and extreme sports serves as a good representation of the Red Bull company.
Tony Kanaan is a professional triathlete and INDYCAR series winner. He has multiple championship awards and is acknowledged by public as an example of a successful person. He is a competent sportsman and a promoter of a healthy lifestyle. For this reason, INFINIT Nutrition decided to sponsor the multidiscipline athlete. The company distributes food with a healthy nutritious content for people’s fitness (Endurance Sportswire, 2020). Hence, Kanaan’s way of life and appearance fit well the image of the nutrition firm. Therefore, the three mentioned companies make thoughtful decisions when choosing whom to sponsor as the athletes suite the style and aims of the organizations.
References
Red Bull. (n.d.). Max Verstappen: “I’m the youngest race-winner in F1 history”. Web.
Sinha, A. (2016). Cristiano Ronaldo signs a long-term contract with Nike. Web.
Endurance Sportswire. (2020). Tony Kanaan names INFINIT Nutrition as primary nutrition sponsor. Web.