{"id":21144,"date":"2026-10-30T01:00:00","date_gmt":"2026-10-30T05:00:00","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/?p=21144"},"modified":"2026-10-25T23:04:10","modified_gmt":"2026-10-26T03:04:10","slug":"b2b-brands-are-leaving-too-much-of-their-sports-sponsorship-in-the-stadium","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/b2b-brands-are-leaving-too-much-of-their-sports-sponsorship-in-the-stadium\/21144\/","title":{"rendered":"B2B Brands Are Leaving Too Much of Their Sports Sponsorship in the Stadium"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Jonathan McCallum, Managing Director Europe, SVP at<\/em> <a href=\"https:\/\/www.gpj.co.uk\/\"><em>GPJ<\/em><\/a><strong><\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There\u2019s an obvious problem with trying to tell your business story at a World Cup final. People are watching the World Cup final.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You might have paid handsomely to create an experience there, but the audience has other priorities. Even when someone notices your branding, you are competing for attention with companies whose products have absolutely nothing to do with yours. A beer brand and a technology company can end up fighting for the same few seconds of attention, despite needing very different things from the partnership.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For a brand buying fame and familiarity, that can be money well spent. Too many B2B sponsors, though, are leaving too much on the table. They have a genuine role in how sport works, sometimes supplying technology that helps a team perform, yet the story they take to market barely gets beyond the association. There is far more to work with when you can show what the team depends on you to do.<\/p>\n\n\n\n<h2 id=\"h-the-business-story-behind-the-sport\" class=\"wp-block-heading\"><strong>The business story behind the sport<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Take <a href=\"https:\/\/www.sportcal.com\/news\/mclaren-extends-cisco-partnership-in-ai-focused-deal\/\">Cisco and McLaren<\/a>. Access to complex data in real time has an obvious value in Formula 1, where decisions are made quickly and the margins are small. You could spend a long time explaining the benefits of a network to someone. Put that network in the context of a team trying to win a race and they have a reason to care about the information coming through it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">There is jeopardy in that story. Not having the right information leaves the team exposed, while being better informed gives it a competitive advantage. The technology has a part to play in the outcome, which gives the partnership some authenticity. You have skin in the game, and that is something you can take into a business conversation.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A company running manufacturing facilities around the world has its own version of that problem. Their engineers need to know what is happening across the network quickly enough to act on it. The McLaren story is an interesting way to explain a pressure they deal with themselves. That is where the creative work needs to spend its time, rather than assuming the excitement around F1 will do the whole job.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is important because people don\u2019t suddenly become stone cold when buying on behalf of a company. The decision might take longer and involve more people, but there is still a person worrying about getting it wrong or seeing an opportunity to get ahead. Sport gives you a way into those feelings without having to manufacture the drama. The evidence behind the technology still needs to stand up when someone starts asking questions.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Taking it back into your own world<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While companies like Cisco have done this part well, the trouble with conversations during the event is you are asking someone to concentrate on a business problem while there is a race going on. That is why I think the opportunity extends much further than the sporting occasion. You can take the McLaren story into your own event, with people who have come to talk about their business. There, you have time to work through what it means for them.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">IBM has done this with its tennis partnerships, creating dedicated experiences around the technology behind Wimbledon and the US Open. Senior decision-makers can explore a story that would be difficult to follow from a logo beside the court. Tennis gives them a reason to be interested, and the setting gives IBM room to explain its contribution. The partnership has another use beyond the tournament, with an audience the business has chosen to bring together.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I would go further than calling that \u2018extending the value of the asset\u2019. The tickets and hospitality were already there, whoever bought the rights. A new experience built around the technology exists because the company decided to create it. That distinction is quite useful when a sponsorship is being assessed: there is value you have paid to access, and further value you could develop from it.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, developing it costs money. Once a company has paid for high-profile rights, it can be reluctant to spend again, particularly if nobody can explain how that extra investment will be measured. So, it relies on the exposure it has already bought. I can understand that decision, but it puts a ceiling on a partnership that could be opening doors with potential customers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Measurement needs to follow those relationships far enough to see whether they go anywhere. That takes more effort than counting visitors, particularly when a sale takes months and the experience is only one part of a longer relationship. If an experience helps a prospect understand the technology and leads to a serious commercial conversation, that belongs in the assessment of the sponsorship. Without it, the argument for further investment stays difficult to make.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Too often, brands are buying access to sport, then underfunding the work that could make that access more powerful commercially. Well-designed experiences outside of the stadium can provide the clear air needed to go the final mile; converting the leads the sponsorship was designed to generate in the first place.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There\u2019s an obvious problem with trying to tell your business story at a World Cup final. People are watching the World Cup final.<\/p>\n","protected":false},"author":26,"featured_media":21145,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[32],"topics":[2],"class_list":["post-21144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-experiential","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.5 (Yoast SEO v28.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>B2B Brands Are Leaving Too Much of Their Sports Sponsorship in the Stadium | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/b2b-brands-are-leaving-too-much-of-their-sports-sponsorship-in-the-stadium\/21144\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"B2B Brands Are Leaving Too Much of Their Sports Sponsorship in the Stadium\" \/>\n<meta property=\"og:description\" content=\"There\u2019s an obvious problem with trying to tell your business story at a World Cup final. 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