A sporting event is the perfect environment to target consumers who are difficult to reach with traditional advertising.
It is a perfect image transfer for interested brands and combines marketing objectives with social commitment in a particularly elegant way.
Here are 3 key questions:
1. profile of the club:
What does the club do? What is the philosophy? What sports do you offer?
2. membership profile:
Who trains in your club? Who comes to your competitions or events? Are there families, singles, students, pensioners, children, teenagers, etc.? Does the sponsor get the audience they want to target?
Note: The following information is based on data we were able to gather from the German tennis scene, although we assume that there are similarities in your country as well.
The age structure of the tennis scene by the German Tennis Federation is as follows:
– 26.07% of members are between 9 and 18 years old
– 19.76% are between 19-40 years old
– 54.17% are older than 41.
One of the aims of introducing padel as a complementary sport is to attract members in these age groups: 19 to 27 (8.83%) and 28 to 40 (10.92%). These groups are no longer sufficiently represented in a club, but offer enormous and large revenue potential for the clubs.
Developments in Spain have shown that padel attracts, motivates and inspires people in these age groups.
In terms of sponsorship, this has a great side effect: sponsors are much easier to attract if these age groups are well represented. These are high-spending consumers. These are mainly companies from the following sectors: Automotive, insurance, beverages, communications, consumer goods and services.
3. sales / advertising:
As the pictures show, a padel court offers good and sufficiently large areas for a banner during an event or permanent advertising with a window sticker on the window. The middle network is also often used for this purpose.
We would like to show you with some interesting pictures that by expanding the target group in the club – especially by integrating padel as a sport in your club – the interest in a sponsorship increases. The fact is that padel is attracting more and new people: Those who ONLY play padel and those who play both padel and tennis.
These images are public and are intended solely to give you an overview of the padel sponsorship scene. In Spain, we are a few years ahead and can report this. There are many more sponsoring companies that use padel for their marketing campaigns, but they are only known locally. These are small and medium-sized companies in the immediate vicinity of the club. To see the pictures, please press“SPONSORING“.
Some of the most common types of padel sponsorship opportunities are:
Sponsoring an event: Supporting a padel tournament or competition.
Team sponsorship: Financial or material support for a padel team or a group of players, who then wear the sponsor’s logo on their jerseys or equipment.
Player sponsorship: Supporting a professional or amateur padel player who then promotes the sponsor’s brand via social media, interviews or other public appearances.
Court sponsorship: Financing the construction or maintenance of a padel court or facility, which can then be named after the sponsor or bear their logo.
Overall, sponsoring padel can be a great way for companies to connect with a passionate and growing audience and increase their brand awareness and customer loyalty.
