The voting body for these rankings consist of… me.
1. Naming Rights
Boasting the largest value of any sponsorship package, naming rights gives any partnering corporation an ample amount of opportunities with their rights holder counterpart. Utilizing every branding space, naming rights allows companies to put their logo on almost anything they want; most companies could only dream of such exposure.
My favorite example: The New York Mets and Citi Field
2. Logo on Playing Kit/Equipment
It means what it says: the corporation’s logo is placed somewhere on the team’s respective jersey. The bigger the logo, the more prominent the positioning, and/or the greater level of exposure on TV, the more value it carries. Despite the placement, a logo anywhere on a kit (as long as it is appropriate) will always lead to positive results; I am only aware of “Lotto” because they sponsored the Colombian national soccer team in the early 2000’s.
My favorite example: Getafe and Burger King (If you haven’t seen it, please go and google it)
3. TV Facing Branding
TV Facing Branding allows corporations to place their logos on signages such as perimeter signages, TV-facing scoreboards, and press conference backdrops. Generating a heavy amount of TV exposure, TV Facing Branding is a popular choice.
My favorite example: McDonalds and the NHL
4. Player Image Rights
Player Imaging Rights allow corporation to take images of a rights holder, which are taken and approved by the rights holder, and use it to their advantage. These images can be placed on a variety of things, including ads, potato chip bags, and trucks.
My favorite example: Manchester United and Mr. Potato
5. Logo, Association Image Rights
Similar to Player Imaging Rights, except these images would include stadiums and previews of match days, among other things. They are lower on the scale because players are not only more recognizable, but they also have a larger following more times than not.
My favorite example: NHL partners with Scotia Bank
6. CSR Initiatives
Utilized in order to achieve charitable objectives and, more importantly, drive media attention, most people scoff at the idea that companies take part in this corporate social responsibility to be ethical. Nonetheless, most companies take part, and it definitely works. If you’re looking for more innovative ways to use your CSR budget, OpenSponsorship is the way to go.
My favorite example: The NFL and Breast Cancer Awareness (That Sunday where everyone’s wearing pink)
7. Player Appearances
One of the more valuable rights, Player Appearances give corporations the opportunity to make the most out of an athlete’s physical presence. Whether it be for an ad campaign, a press conference, or a product launch, Player Appearances have proven to be highly effective.
My favorite example: Peyton Manning partners with Papa Johns
8. Social Media Mentions
An underrated tool, Social Media Mentions are becoming more and more relevant. Athletes have a vast following on Twitter, as their posts reach thousands of people (which, sometimes, can get them in a lot of trouble). Nonetheless, companies are finally starting to realize, partnering with a variety of athletes to boost their products/brand. This right can range anywhere from a mention to the creation of a new page.
My favorite example: The NBA shares Taco Bell Buzzer Beaters show on Instagram
9. Complimentary Tickets
Complimentary Tickets typically consists of a corporation partnering with a league, essentially exchanging tickets for promotion. For instance, Snickers partnered up with the NFL, hosting a contest that not only gave away free NFL tickets, but some Snickers too!
My favorite example: The NFL and Snickers
10. Complimentary Hospitality
The same idea as Complimentary Tickets, except this partnership offers free hospitality instead of free tickets.
My favorite example: The NFL and Snickers
11. Signed Merchandise
Corporations receive signed merchandise from a rights holder, which can then be used in a competition or sold to raise money for a charity. Using this merchandise in an effective manner could go a long way toward helping promotion.
My favorite example: A Miami Heat no. 6 jersey signed by Lebron James (Talk about a TBT)
12. Complimentary Event Space
Giving a corporation access to the facilities of the rights holder to hold an event, complimentary event space differs from complimentary hospitality in that it usually offers a time not on match day, while providing a space that is usually bigger than a hospitality box.
My favorite example: NYU Graduation at Yankee Stadium (New York Yankees)
13. Access to Membership Database
Corporations can use the Access to Membership Database as a sales tool to promote products, and special offers. It can even be used as a marketing tool to increase your social media following.
My favorite example: The Ottawa District Hockey Association Partners with Mars and Delissio Pizza to offer discounts to members (because who doesn’t love pizza)
14. Logo on Training Kit/ Equipment
Similar to 2 (Logo on Playing Kit/Equipment), except the corporate’s logo is placed on the training jersey instead of the playing one. It does not reach as many people but if the specific team you’re partnering with yields a large crowd for practices, this right could help a lot more than you think.
My favorite example: Getafe and Burger King
