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Tourist Board Sports Sponsorships Down 70% Despite Travel Rebound

By JohnWallStreet

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Tourist Board Sports Sponsorship

Summer travel is coming back. But despite the positive outlook, GlobalData reports that there’s been no obvious evidence of a spike in tourist board sports sponsorships—odd considering sports sponsorships have proven to be among the most effective tourism drivers. In fact, the number of newly signed deals in 2021 (52) and the annual value of those deals ($12.97 million) are both down dramatically from their 2019 levels (175; $58.65 million). Conrad Wiacek (head of sport analysis & consulting, GlobalData) attributed the decline in deal volume to a reduction in the number of new events announced: “In January 2019, 39 event bids were awarded. In January 2020, there were 50 events awarded. In January 2021, there were seven.” Fewer events simply means fewer sponsorship opportunities.

Our Take: If “event hosting has always been a way of driving sports tourism, and sports tourism is a significant driver of the whole tourism economy,” as Wiacek said, then it’s reasonable to wonder why more destinations haven’t announced events for Q3 and Q4 2021. The GlobalData executive explained that unlike in the United States, where events are being scheduled for later this year, event organizers in Europe (where the bulk of sports tourist board spending occurs) are still unsure when fans will return to stadiums en masse. Promoters without lucrative broadcast deals are understandably hesitant to hold events with attendance restrictions in place.

Wiacek expects “event hosting will be one of the strategies used in [Europe’s] post-pandemic recovery,” once venues can once again be packed to capacity. The London-based sports sponsorship professional suspected the anticipated flood of “mass participation event” announcements would begin “later this year.”

Then, the tourist board sponsorship deals are sure to follow close behind. In fact, Wiacek does not expect there to be any dropoff from 2019, in the number of deals done or in deal value. “A lot of these governments will be thinking in terms of the additional revenue tourism brings [and that they] need to spend money to attract people to come,” he explained (see: Switzerland Tourism's newest spot with Roger Federer and Robert De Niro).

Because most of the sports tourist board sponsorships are signed by destinations in Asia and Africa and the deals are government-funded, the pandemic shouldn’t negatively impact deal volume moving forward (as opposed to the airline sector, where marketing spends are expected to be decimated). “Governments with oil fields will still be able to apply money to sponsorship agreements,” Patrick Kinch (analyst, GlobalData) noted. Tourism boards may also have an opportunity to pick up some of the sponsorship classes vacated by the airlines too (think: team’s official travel partner).

It’s worth mentioning that while the number of transactions is expected to return to pre-pandemic levels in tourist-reliant countries, “the value may fall to account for high pandemic borrowing,” Kinch said. “This is dependent on rights holders accepting lower sponsorship value, however.”

Of the 52 tourist board sponsorship deals signed in 2021, only nine were inked by a U.S. destination. By contrast, 17 locales in Asia-Pacific agreed to a deal with a sports rights owner this year. Kinch says that makes sense considering most of the spend over the last several years has come from Asia and Africa. “Europe is a massive tourist destination right next door to Asia, right by Africa,” he reminded.

The reason you don’t see American cities marketing themselves in European leagues (or anywhere else abroad for that matter) is because domestic tourism boards are primarily focused on attracting domestic tourists (see: Explore Boone and the Memphis Grizzlies). With about 330 million people, the U.S. market is vibrant enough in and of itself.

While Americans are planning to travel again this summer, the same can’t be said for many in Europe and elsewhere. Wiacek pointed to weak vaccination rates across Europe (which is why new events are not being scheduled in the first place). As a result, he does not “expect to see much international travel across [the continent].” The lack of travel helps to explain the depressed deal values.

Long-haul destinations like Rwanda and Malaysia (two countries with a large sponsorship presence in English soccer) are even less likely to see European tourists for the remainder of 2021, making it difficult for their respective tourist boards to achieve a positive ROI on the sponsorships this year. Of course, for some countries (including Rwanda), the sponsorship is as much about a change in perception as it is attracting tourists.

For the record, new deal volume increased in 2020 (despite COVID-19 hitting in Q1), because some tourism boards saw the pandemic as an opportunity. Remember, while volume was up, the size and scope of deals signed last year declined roughly 30% YoY (from $58.65 million to $42.98 million). Considering deal values have fallen another 70% (to $12.97 million) in 2021, the opportunity is seemingly still available.

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The ten biggest industries in sports sponsorship in 2022 – as of Q2 2022

Sportcal lists out the top ten most active industries in sports sponsorship in 2022.

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Sportcal lists out the top ten most active industries in sports sponsorship in 2022, based on GlobalData’s sports sponsorship deals database as of May 2022.

1. Financial services – 2,021 active deals

Financial services is the most active industry in sports sponsorship in 2022, accounting for a total of 2,021 active sponsorship agreements across 49 sports globally.

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Alibaba group holding ltd, the procter & gamble co, caesars holdings inc.

The most valuable active deal in the financial services industry is Crypto.com’s partnership with Anschutz Entertainment Group to sponsor the Crypto.com Arena (formerly Staples Center) in Los Angeles. The sponsorship agreement is worth an estimated $700m.

2. Clothing & accessories – 1,514 active deals

The clothing & accessories industry has the second highest volume of active sports sponsorship agreements globally with a total of 1,514 deals across 56 sports, as of Q2 2022.

NIKE ’s partnership with the National Football League (NFL) is the biggest active deal, valued at an estimated $1.44bn, in the clothing & accessories industry.

3. Beverages – 1,384 active deals

With 1,384 active sponsorship agreements across 40 sports globally, the beverages industry is positioned next in the list of ten most active industries in sports sponsorship.

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The biggest active deal, worth an estimated $1.5bn, in the beverages industry is signed between Coca-Cola/Mengniu and International Olympic Committee.

4. Gambling – 864 active deals

Gambling is the fourth most active industry in sports sponsorship in 2022, accounting for a total of 864 active sponsorship agreements across 39 sports globally.

The most valuable active deal in the gambling industry is Caesars and New Orleans Saints’s agreement – covering sponsorship of the iconic Caesars Superdome – worth an estimated $138m.

5. Consumer goods & services – 849 active deals

The consumer goods & services industry stands fifth in the list with 849 active global sponsorship agreements across 39 sports during the review period.

Valued at an estimated $240m, the sponsorship agreement signed by Procter & Gamble with the International Olympic Committee is the biggest active deal in the consumer goods & services industry.

6. Travel & tourism – 843 active deals

The travel & tourism industry has the sixth highest volume of active sponsorship agreements globally with a total of 843 deals across 36 sports globally.

The agreement, worth an estimated $500m, between Airbnb and International Olympic Committee is the most valuable active deal in the travel & tourism industry.

7. Industrial goods & services – 834 active deals

With 834 active sponsorship agreements across 30 sports globally as of Q2 2022, the industrial goods & services industry stands at seventh position in the list of ten most active industries in sports sponsorship.

The most valuable active deal, worth an estimated $300m, in the industrial goods & services industry is struck between Dalkia and French soccer club Olympique Lyonnais.

8. Automotive – 820 active deals

The eighth most active industry in sports sponsorship so far in 2022, is automotive with 820 active agreements across 33 sports globally.

The $835m sports sponsorship deal signed by Toyota with International Olympic Committee is the biggest in the automotive industry.

9. Retail – 812 active deals

The retail industry stands next in the order with 812 active worldwide sponsorship agreements across 45 sports as of Q2 2022.

Valued at an estimated $800m, the sports sponsorship deal between Chinese ecommerce and technology company Alibaba and International Olympic Committee is the biggest in the retail industry.

10. Technology – 764 active deals

With 764 active sponsorship agreements across 30 sports globally, the technology industry is at tenth position.

Video game publisher EA Sports’ agreement with National Football League is the biggest active deal, valued at an estimated $1.6bn, in the technology industry.

Methodology:

This analysis considers only announced and confirmed deals from the GlobalData sports sponsorship deals database. GlobalData tracks real-time data concerning sponsorship activity for thousands of sporting events, teams, athletes, venues and organisations worldwide every year, using only official sources. Industry is defined according to the dominant industry of the sponsoring brand.

Estimated contract values and analysis on all reported deals are available for subscribers to GlobalData’s Sport Intelligence Centre.

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An insight into the tourist board sector's current engagement with the sports industry, its most active brands and the impact of COVID-19 upon the sector

Tourist board sponsorship is currently worth over $82 million with the sports industry, with rights holders around the world boasting travel, tourism or destination partners in their commercial portfolios

Breakdown of the most attractive sport markets for tourist boards. Analysis into the biggest deals and the effect the pandemic has had on international tourism

  • The report considers the current level of engagement of the tourist board sector with the sports industry, analysing the biggest brands and most committed spenders, with case studies on specific deals and the impact of the COVID-19 pandemic

Reasons to Buy

  • Insight into the tourist board sector's engagement in sport sponsorship and data surrounding the most important geographical and sporting markets within this sponsorship landscape

Key Topics Covered:

1. Executive Summary

2. Introduction

  • Social Media

3. COVID-19 Impact

  • Industry Losses
  • Vaccination Rates

4. Sector Analysis

  • Sport Sector Breakdown
  • Product Location Value
  • Biggest Deals
  • Case Study: Manchester United and Visit Malta
  • Case Study: Arsenal and Visit Rwanda

5. Brand Analysis

  • Most Active Brands
  • Biggest Spenders
  • Brand Location Spend
  • Brand Location Deal Volume
  • Most Active Countries

Companies Mentioned

  • Visit Rwanda
  • Tourism Authority of Thailand
  • Malaysian Tourism Board
  • Manchester United

For more information about this report visit https://www.researchandmarkets.com/r/usel51

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Sports Sponsorship by Tourist Board, 2021 Update- Product Image

Sports Sponsorship by Tourist Board, 2021 Update

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  • Region: Global
  • ID: 5319429
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Table of Contents

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  • The report considers the current level of engagement of the tourist board sector with the sports industry, analysing the biggest brands and most committed spenders, with case studies on specific deals and the impact of the COVID-19 pandemic
  • Insight into the tourist board sector's engagement in sport sponsorship and data surrounding the most important geographical and sporting markets within this sponsorship landscape
  • Social Media
  • Industry Losses
  • Vaccination Rates
  • Sport Sector Breakdown
  • Product Location Value
  • Biggest Deals
  • Case Study: Manchester United and Visit Malta
  • Case Study: Arsenal and Visit Rwanda
  • Most Active Brands
  • Biggest Spenders
  • Brand Location Spend
  • Brand Location Deal Volume
  • Most Active Countries

Companies Mentioned (Partial List)

A selection of companies mentioned in this report includes, but is not limited to:

  • Visit Rwanda
  • Tourism Authority of Thailand
  • Malaysian Tourism Board
  • Manchester United
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Opinion on sports sponsorship in the U.S. 2022

Public opinion on sponsors of sporting organizations and events in the United States as of February 2022

Top types of sponsorships noticed by athletics fans in the U,S. 2022

Leading types of sponsorships noticed in the previous six months by consumers who follow athletics in the United States as of April 2022

Support for a Premier League gambling sponsor ban Great Britain 2023

Share of football fans in Great Britain that support a gambling shirt sponsor ban in the Premier League in 2023

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How does sport contribute to tourism?

sportanddev

Tourism is one of the world’s most important economic sectors. It allows people to experience the world’s different cultural and natural riches and brings people closer to each other, highlighting our common humanity.

The many important contributions of tourism encouraged the  UN World Tourism Organization  ( UNWTO ) to institute World Tourism Day, celebrated annually since 1980 on 27 September, to highlight the importance of tourism and its impact on our society.

Tourism and sports

According to UNWTO , tourism is one of the largest and fastest growing economic sectors in the world, while sport is one of the world’s largest social phenomenon. As a professional or leisure activity, sport often involves travel to other places, to play and compete in various destinations. Further, major sporting events, such as the Olympics and various World Cups, have become powerful tourist attractions.

Sports tourism constitutes a large part of the tourism industry, with some sources claiming that a  quarter of all tourism in the world is sports-related. Sports tourism includes not only participation in and attending sporting events, but also personal recreational activities.

Statements from the World Tourism Organisation and the International Olympic Committee (IOC) have highlighted the importance of sports tourism; in 2004, the organisations committed to reinforcing their partnership and collaboration in the sports tourism domain, stating :

“Tourism and sport are interrelated and complementary… both are powerful forces for development, stimulating investment in infrastructure projects such as airports, roads, stadiums, sporting complexes and restaurants- projects that can be enjoyed by the local population as well as tourists who come to use them.”

Sports tourism and sustainable development

Tourism is an essential pillar of the  2030 Agenda for Sustainable Development  and the Sustainable Development Goals (SDGs), especially  goals 8 ,  12 , and  14 . As a segment of tourism, sports tourism can also help achieve sustainable development .

At an economic level, sports tourism contributes to SDGs 1 (end poverty in all its forms everywhere) and 8 (promote sustained, inclusive and sustainable economic growth, full and productive employment, and decent work for all). Sports tourism promotes local businesses, creating demand in areas such as transportation, hotels and restaurants. Thus, local populations can avail jobs and income opportunities. Depending on the nature of the sports and experiences, local people can work as instructors and guides, who are likely to be paid more due to their special skills.

Further, sports tourism contributes to SDG 3 (ensure healthy lives and promote well-being for all at all ages). Besides providing the tourists with sporting opportunities and an outlet for physical exercise, investment in sports tourism can also promote the participation of local populations in sporting activities.

Finally, sports tourism can also contribute to SDG 11 (make cities and human settlements inclusive, safe, resilient and sustainable. Accessible sports tourism products like hand bikes provide access to sports opportunities for people with disabilities. Para-sport activities can be enjoyed by tourists and residents alike. The development of accessible sports tourism can improve accessibility in the destination city by the provision of not only sports products, but also accessible accommodation and transport. Furthermore, accessible sports tourism helps increase the understanding of people with disabilities in society.

Sports, tourism and sustainability

Sports federations, like the IOC, have realised the need for sustainable practices during mega sporting events. Thus, the IOC launched the International Federation (IF) Sustainability Project in 2016 to obtain an overview of their sustainability initiatives, identifying common topics, challenges and good practices. Building on the Olympic Agenda 2020, the IOC Sustainability Strategy was developed in close cooperation with many stakeholders and partners to fundamentally shape the working practices of the IOC, the Olympic Games and the Olympic Movement.

To develop synergies between the stakeholders so that sports and its facilities can be included in the local assets, it is necessary for decision-makers at all levels to understand their potential and agree to work together to set up sustainable development strategies. 

Host cities should target participants who are most likely to engage in sustainable behaviour while in the destination. This includes developing event portfolios geared towards sustainable event practices. The host city should also harness collaborative partnerships to foster social cohesion and build the capacity to increase sustainable practices.

From the design and construction of sports facilities and the way resources are managed, to valuing the natural environment and health and well-being of people, all decisions should be informed by sustainability principles. As the role and relevance of sport in today’s society continue to grow, progress can only be in cooperation and partnership with others, including the tourism industry.

  • Related article: Active tourism
  • Related article: How can fans support sustainability in sports?

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Destination marketing organisations should approach sports sponsorship with caution after reports that South African Tourism ‘s plans to invest US$52m into a UK football team were met with criticism, writes Brendon Knott from Cape Peninsula University of Technology.

tourism sports sponsorship

The proposal gives the country branding on the club’s kit, backdrop branding in interviews, advertising on match days, partnership status, local training camps and access to tickets and stadium hospitality.

Football has a massive TV viewership and can attract big spending and big eyeballs. But is it an effective way to market a country? And is it money well spent?

Is this a good idea for nation branding?

Sponsorship of a sports team, event, or of individuals is an accepted and proven marketing communication tool. As countries, regions and cities are increasingly competing in the global marketplace for the attention of potential customers – in this case tourists – some destinations have also embraced sport as a marketing medium.

Typically, destinations promote themselves through associating with a sports event or team within their geographic location. In Spain, for example, Visit Catalunya sponsors Spanish club FC Barcelona.

It’s less common for a destination to use a more strategic approach to connect with a desired audience in another location.

Can it help tourism?

We need to understand that tourism destinations are “brands”, which compete against other brands for attention. SA Tourism therefore has a mandate and a budget to attract global tourism. There are a number of ways to promote a brand or engage with a target audience.

Sport sponsorship has grown in favour as a marketing tool as it has shown an ability to break through the advertising clutter and get customers’ attention. It reaches them in a place where they are generally relaxed and can be engaged through a common passion for sport.

A sponsorship can achieve various objectives for a brand. Most commonly, the organisation seeks greater awareness of the brand, by making it visible on the players’ jerseys and signage around the stadium. This is most helpful for new or relatively unknown brands in a market, or to keep a brand top-of-mind among consumers in that market.

The second major objective is to enhance or change the brand image among a target audience through the association with a sport team. Brands typically benefit from a more favourable perception by fans of the team being sponsored. This is why the global sport sponsorship industry was estimated at US$77.69bn in 2022 and is projected to grow at a rate of 8% over the next few years.

From what has been shared by SA Tourism, it appears that their objective is to reach the global audience that follows the football Premier League, and particularly reach the key UK tourism market. However, it is debatable whether this high-profile, high-cost approach is the best way to spend their marketing budget to boost international tourism.

Are there any precedents for this approach?

Two other high-profile examples of destinations sponsoring football clubs in the past decade are Malaysia sponsoring UK team Cardiff City in a US$3.6m deal in 2013; and Rwanda’s US$12m a year sponsorship of UK team Arsenal FC, where “Visit Rwanda” is emblazoned on the sleeve of the team kit. Signed in 2018, the Rwanda agreement has been particularly slammed as an attempt at “sportswashing”. This refers to the covering up of human rights abuses within the African nation by trying to garner goodwill through the sponsorship.

In this case, the Rwandan president Paul Kagame is known to be a fervent supporter of Arsenal. Sports marketers would cite this as an example of a “chairman’s folly” approach to sponsorship. In the SA Tourism case, the strategic reasoning governing their decision has not been fully disclosed.

With the recent men’s football Fifa World Cup still fresh in our memory, the example of Qatar and sport sponsorship is also relevant. Besides multiple sport event sponsorships, the Qatar Foundation sponsors FC Barcelona, while Qatar Airways sponsors another European football giant, PSG.

These sponsorships have often been questioned as attempts by the nation to deflect attention from criticism relating to workers’ rights and other human rights and freedoms. It is too early to assess whether the hosting of the World Cup aided the Qatar image or development of its tourism economy.

What are the potential downsides?

The media and public backlash at the SA Tourism sponsorship agreement indicates the lack of local public support for this initiative. Instead of viewing this as a good marketing opportunity that could bring in tourism revenue, there is the view that the government money could be spent better – either on sponsorship of local sports or on other projects altogether. Destinations should not aim to boost their “external” brand at the expense of the valuable “internal” brand strength.

The examples of Rwanda and Qatar, in particular, indicate that the negative media associated with perceived sportswashing diminishes the anticipated benefits.

In the case of South Africa, it may appear as an attempt to counter the damaging global media coverage relating to the power crisis and other high-profile challenges experienced in the nation. SA Tourism has given conditional approval to the plan, which is expected to go ahead in the next few months despite a growing backlash.

Brendon Knott is an an associate professor at Cape Peninsula University of Technology.

This article is republished from The Conversation under a Creative Commons license. Read the original article .

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All About Travel Sponsorship

Travel-Sponsorship

Traveling around the world particularly to your favorite destinations and spending days doing what you enjoy doing may entail a big expense. It’s good if you have the funds in your pocket.

But what if you don’t have the budget? Will you let money stop you from doing one of the most fulfilling things you can ever experience?

Of course not! There’s always a way to travel without shelling out a big amount of money. One way to do it is through travel sponsorship.

Travel sponsorship means having someone pay for your travel expenses in conjunction with certain activities or business arrangements. 

If you are not familiar with how traveling sponsorship works and how to find one, this guide is for you.

How Does Travel Sponsorship Work

You might have already been traveling a lot and you wonder if there’s a way to continue your way of life without breaking the bank. Or you just started traveling and wonder if it’s possible to get sponsorship or even get paid to travel.

The answer to the above is yes! However, it is not as easy as many may think.

No individuals or companies are willing to pay for your travels unless it is something that will also benefit them. This makes total sense.

It takes careful planning and a good marketing strategy to convince sponsors to pay for your travel expenses. This means that you need to conceptualize a travel project and market it to potential sponsors.

When it comes to travel projects, if you have an amazing idea that you think will interest other people, don’t be afraid to push for it. 

As for the content, you will be creating in connection with the trip and sponsorship, generally, all rights reserved for you.

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Sponsor Travel Benefits

Before we will share with you some tips about sponsorship, we want to first show you its benefits.

  • You get to travel more with less expense – We can’t deny the fact that traveling can be expensive and not all people can afford it. But if you can find sponsors for your trip, you can visit more places with less expense. Your sponsor may partly or fully pay your travel expenses which is a good thing. Some are even willing to finance two or more travelers, allowing you to have a companion.
  • Experience new cultures and meet new people – The number two benefit of sponsorship has to do with learning about new cultures. And as a traveler, I can attest to this. With each destination, you gain new friends, taste local cuisines, visit where the locals go, and most importantly, learn their culture. Each destination will give you a unique experience.
  • You get to explore new places that you would not otherwise visit because of expense – Do you have a dream destination that has been on your bucket list for a long time because you can’t afford it? Find a sponsor and make your dream a reality!
  • You will be able to promote a good cause – There’s no better way to travel than to travel for a cause. For instance, you can promote environmental awareness or travel as a volunteer. These are just two of the most popular ways to get sponsorship.
  • You get to promote your brand – If you are a blogger, vlogger, or influencer, travel sponsorships will help you promote your website or channel while also promoting that of your sponsor. 
  • You’ll be able to use products that otherwise you wouldn’t have purchased. Some expensive travel gear can be totally unaffordable, but if a sponsor wants to advertise them through your adventures, they will be sending you products for you to use and probably review either on your blog or social media.

how to get paid to travel

3 Important Questions You Should Ask Yourself Before Looking for a Sponsor

1. what is my ultimate goal.

As part of your initial travel plan, you should be able to define your goals for a particular trip. You surely want to achieve something at the end of your trip, be it climbing the highest mountain, exploring the unbeaten path, trying an extreme sport, and so on.

Knowing what you want to achieve will help you identify the possible ways on how you can find sponsorship.

2. Do I really need a sponsor or someone to pay for me to travel?

Traveling while on a sponsorship contract is more than just free traveling.  If you spend your own money, you can do your own thing. But if someone will pay your travel expenses, typically there are some expectations and responsibilities attached to it.

Knowing these expectations and considering how much you would potentially spend on a specific trip, you can ask yourself if you really need a sponsor or can go by on your own.

3. Am I willing to give up some of my freedom to meet the demands of my sponsor?

More often, in travel sponsorship agreements, you will find that sponsors would require you to incorporate their ideas into your trip.

This may take a significant amount of your time and limit your freedom.

How to Spot Your Prospective Sponsors

Contacts and close friends.

how to travel for free

You may have some friends or close contacts who are just waiting for an opportunity to promote their business or brand as your travel sponsor. It will not hurt if you send them an invitation.

The people who personally know you and what you are doing are the best people to be your sponsor. More likely, they already have a general idea of how you can help them and how they can help you.

Companies in your niche

If you have a travel blog or vlog, approach brands that have something to do with traveling. That way, it will be easier to establish how you can help the brand through your trip.

However, it does not mean that you should limit your reach among those in your niche. If you have a brilliant idea for promoting a certain product or brand throughout your trip, put that on the table.

Charities and other organizations

Working with charities and other organizations for a cause is also a great way to enjoy your travels while helping people or the environment.

If you can come up with a unique plan on how to promote the organization’s goals to your followers, that’s probably one of the most meaningful things you can do as a traveler. 

Charities can work with you in two ways. You can either represent them, so you attract donors for them directly. A charity will recognize this and will support you to spread the word about them (attracting even more donors for their cause).

Secondly, since you’ll be supporting a good cause, companies will be more willing to work with you and sponsor your travels. They can be associated with a charity, therefore they will appear (rightly so) as a company that is not all about making a profit. It’s great PR for them. This has worked for us in the past.

If you are out of any idea who to contact regarding travel sponsorship, don’t be afraid to ask around and solicit recommendations or advice.

You may also search through search engines such as Google. You have nothing to lose and so much to gain if you do this.

If you’d like to learn more, check out this great offer below:

course how to get sponsored

Tips to Make Your Prospective Sponsor say Yes!

Now that we have established that travel sponsorships offer a number of benefits to those who like to explore the world , your next step is where most of the hard work starts.

1. Submit your proposal early

The first thing you should remember is that most companies plan their budget early in the year. The earlier you submit, the higher the chance that your proposal will be approved because they can easily incorporate it into their budget. 

Additionally, submitting your proposals early gives you enough time to find other potential sponsors in case you are getting many “No”-s for an answer.

Also, since time is of the essence when it comes to traveling the world, the earlier you submit your proposal, the earlier you can find a sponsor , and the earlier you can plan for your adventure.

2. Identify your goals and be specific about it

One thing is for sure. A potential sponsor will not be interested in financing your next trip if you will simply go out and do what other regular travelers would do. Your goals should be specific and unique so you would stand out from the rest of the world travelers.

This will also help you to find a travel niche. A travel niche will help you to not only specify a goal but also to narrow down the type of brand and product that you’d like to be sponsored by.

When identifying your goals, think of something you are passionate about. For instance, if you love cycling, you can say that your goal is to explore the beautiful island of Croatia in 10 days by bike. 

While it’s important that your goal should be attractive to prospective sponsors, make sure that it is something you love doing. After all, traveling the world should be fun.

3. Highlight your followers

Businesses and individuals will not sponsor your trip if there is nothing in it for them. One way to establish that is by showing you have many active followers. This means people who are interested in what you are doing. Potential sponsors will see this as an opportunity to promote and get seen by your followers.

Followers can also be your website’s or blog’s visitors. The more visitors read your content each month, the more chance you have for landing a travel sponsorship deal. 

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4. Be clear with your sponsorship package

Be clear as to what you can offer to your sponsor in return for the monetary contribution to your trip. You should specify this in your proposal. 

It’s a good idea to outline how you will promote the sponsor’s brand during your travel.  While on location, do you plan to post daily on your Instagram account ? Do you intend to use their product during the trip and show it to your audience? These are just some of the ideas that you can consider.

Additionally, instead of just one sponsor, you can offer several levels of sponsorship based on the amount of contribution.

For instance, you can have a Silver Sponsor, Gold Sponsor and a Platinum Sponsor. In this case, a Platinum Sponsor will get the highest level of visibility on your website, channel, or social media posts. 

But definitely, you may want to consider featuring the logo as well as the company description of the three types of sponsors in your content.

5. Learn how to pitch and prepare your media kit

Brands will not knock at your door to offer sponsorship for your next travel adventure. It is your responsibility to find them. With that said, you should also know who to contact and have a meeting with to show your proposal. Once you have the name, you can now prepare your pitch and medial kit.

Your sales pitch can greatly impact your chances to get sponsorships.  It should be convincing enough to persuade the companies to sign the deal.

On the other hand, your media kit works like your resume. It should include this basic information:

  • Relevant information about your platform
  • Description of the type of blog or vlog you are running
  • Information about your site views, visitors, active followers and other similar information
  • How your trip can add value to their brand or cause
  • Highlight how your website or channel fits with their brand
  • Your contact information

how to travel for free

Pitch Structure

You may already have your own structure on how you would like to curate yourself to get sponsorship for travel. Some people like their pitch to be short and concise while others like theirs to be very detailed.

But regardless of the format that you like, there are some important points that you should consider.

First and foremost is to be as personal as you can. Address the person using their name instead of just saying sir, ma’am, or miss. Doing so will not only create a good impression but it will also show that you did your job in researching who to send your proposal to.

After greeting the recipient, introduce yourself and let the reader understand the reason for contacting them. Give the recipient an idea of your content. Perhaps you could highlight the excellent stats of your vlog or blog site. You can also showcase the people you have previously worked with in the past. 

After the introduction part, you can then thoroughly discuss your proposal. Include some key details about your trip such as the duration, how many people are coming and what you need. 

If you already have an idea of how you can showcase the brand, this is the best time to share your idea. Tell them what you can do for them, and how often you will do it. Let the reader know that you have attached a media kit for more information on the travel sponsorship arrangement.

Of course, don’t forget to mention that while you are promoting their brand, all rights reserved for you as the author of the content.

6. Don’t be easily discouraged with a “No” response

Getting one or two refusals is a normal thing. And the more offers you submit, the higher the chances of getting a “no” for an answer. This is especially true if you are just starting to create a name. Don’t be easily discouraged though.

If you don’t get a nod, just think that the sponsor may not have a budget at the time or that they still don’t see the benefit of sponsoring a trip. But don’t stop trying.

Even if a potential sponsor says no, stay connected as there will always be that possibility they will work with you in the future.

Preparing for the Actual Trip

Your preparations for a sponsored travel can be slightly different than when you are traveling at your own expense. You may need to do certain arrangements to ensure that you meet the expectations of your sponsor.

Depending on your contract, your sponsor may require you to have a daily post (while on location) in your social media account featuring their brand. Now, it gets really challenging if you go to places where there is no reliable internet connection. In this case, you need to prepare your plan B in advance.

It’s always a good idea to hire someone to take care of your social media commitments when you can’t go online. You may also consider scheduling important posts in advance to make sure that you are fulfilling your commitments to your sponsors. 

Also, don’t forget the paraphernalia that you will use in promoting your sponsor. It could be a banner, a shirt that you need to wear, or a product that you need to bring.

What’s Next After the Trip

After the fun and adventure, it doesn’t end there. You still have to make sure that you are able to fulfill everything that you promised in your sponsorship contract.

In fact, your next actions are so crucial that they will possibly affect your ability to get another sponsor for your next travel goals.

Deliver What You Promised

Review your contract to see what else needs to be done.  It’s easy to miss the small details if you are busy with your travels. So after the trip, the first thing that you need to do is review your contract and take note of your deliverables.

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Documentation

It is important to document the exposure that you are giving to the brands that help finance your trip. Once you are done, send the details to your sponsors. This will help build your credibility as a partner. Not only that, but it will also help you build a connection after an event.

Brands, companies, and organizations would want to work with someone they can trust. Make sure that they will have that impression of you so that you will not find it difficult to find a sponsor for the next item on your bucket list.

Don’t forget to send a ‘Thank You’ Card! 

This may sound very basic but believe it or not, many people forget about this. Sending a personalized card or email that says thanks can go a long way in developing a good relationship with your sponsors.

And if you can also include a travel souvenir item, that would be great.

how to travel for free

Traveling around the world and completing your travel bucket list doesn’t have to be expensive. With travel sponsorship, you can now freely plan your travel without worrying about where to get the funding from.

Travel sponsorship is a win-win arrangement between an avid traveler and the companies who like to promote their brand.

Traveling sponsorship is for you if you are willing to commit part of your travel time to promote a brand or a cause. It’s also for you if you don’t have any problem carrying some responsibilities in exchange for a free trip.

Traveling while on a sponsorship arrangement can still be fun and exciting. It doesn’t have to be all work and promotions.

All it takes is for you to carefully plan your itinerary and make sure that you get to visit and do what you love doing.

Getting a sponsor is not a walk in the park for sure, but our online course can help you get started . And don’t forget our tips on how to persuade a prospective sponsor to sign the contract. 

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Las Vegas Tourism Body Approves Millions To Sponsor WWE WrestleMania 41

W WE is bringing WrestleMania to Las Vegas for the first time since 1993, and seemingly in a much bigger size than the parking lot bonanza the company held in Caesar's Palace. Allegiant Stadium will host the massive event on April 19 and 20 next year, and the city of Las Vegas seems to be rolling out the red carpet.

According to 8NewsNow , the Las Vegas Convention & Visitors Authority (LVCVA) approved $5 million in funds to be directed to WWE, as the LVCVA is expecting the major event to bring upwards of 180,000 visitors to the Las Vegas Strip for not just WrestleMania but all of the events surrounding the weekend, be them WWE events or independent events there to take advantage of the influx of wrestling fans. A spokesperson for the LVCVA confirmed that "Raw" and "SmackDown" would both be broadcasting live from Vegas, as has become a WrestleMania weekend tradition for many years.

The venue for WrestleMania 41 was announced earlier this month, with the April 19 and 20 dates representing a significant change from WrestleMania tradition, as the event usually takes place the first week of April. According to Dave Meltzer, the date shift was to not only bring the event to a traditionally dry weekend for the city, but also to avoid WrestleMania bumping up against the NCAA Final Four like it did this year. There had reportedly been a late push for Vegas as WrestleMania host, after the success of WWE's pre WrestleMania 40 event in the city.

Read more: Every Inferno Match In WWE History, Ranked

Read the original article on Wrestling Inc.

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The Caitlin Clark business is booming. Here’s how her WNBA sponsorships are lining up

IOWA CITY, IOWA- JANUARY 16:  Guard Caitlin Clark #22 of the Iowa Hawkeyes signs her shoes before giving them to a fan after a 96-50 win over the Wisconsin Badgers at Carver-Hawkeye Arena on January 16, 2024 in Iowa City, Iowa.  (Photo by Matthew Holst/Getty Images)

The Athletic has live coverage of the  2024 WNBA draft .

Last fall, representatives from Gainbridge, an Indiana-based annuities seller, reached out to Caitlin Clark ’s marketing agents at Excel Sports Management to discuss a sponsorship deal. The company was launching a new product line and its executives believed Clark could help them reach younger customers.

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Minji Ro, Gainbridge’s chief strategy officer, is also a longtime WNBA fan, and she knew that the Indiana Fever had a 44.2 percent chance of winning the WNBA lottery in December. Gainbridge holds the naming rights to the Fever’s arena, and Clark would be the presumptive No. 1 pick if she declared for the draft.

But Ro said that the company didn’t even discuss the decision with Clark during the months of negotiations that finally ended in February with a signed contract. Ultimately, Ro said, she didn’t care where Clark would play, whether it was in the WNBA or at the University of Iowa for one more season. She just wanted to be in the Caitlin Clark business.

“We were in no matter what,” Ro said. “Because that’s the power of Caitlin Clark. So she plays in Indiana, that’s great, but it doesn’t actually matter where she plays because she’s gonna sell out everywhere.”

When Clark finally declared for the draft last week, as had long been expected, she set an end date to her record-setting college career. The WNBA awaits, and the Fever won the No. 1 pick in December, putting them in prime position to land a player who is rising and who has shown herself to be a marketing powerhouse, with a sponsorship portfolio of blue chip companies and more than 1 million Instagram followers.

🖤 pic.twitter.com/9bd3w390Ka — Caitlin Clark (@CaitlinClark22) February 29, 2024

Laced throughout that lively conversation about what Clark can do for the league, there has also been fretful, speculative discussion of what the decision would mean for Clark financially , and if being in the WNBA would amount to a pay cut.

The consensus among a coterie of people involved in women’s basketball and involved with her directly is that Clark’s income, and her marketing potential, would not suffer once she jumps to the WNBA this summer. Instead, they say, she seems likely to surpass what she earned this season at Iowa.

“It’s a bad narrative,” WNBA commissioner Cathy Engelbert said of the idea that Clark would be sacrificing by playing professionally.

“Pre-Caitlin Clark, I’ve been trying to correct the media that NIL deals, when they’re national sponsors like Caitlin and Angel Reese and Cameron Brink , those are just called endorsements in the pros. I just find it funny that nobody ever said this about LeBron James, or Michael Jordan who made a lot more money with their endorsements than they did in their salary in the NBA . Nobody ever said that. Now, all of a sudden, because it’s women’s sports, people are saying that. That’s absolutely untrue when you have these national brands.”

The dilemma is one that male college basketball players rarely have to reckon with. A job in the NBA usually comes with a multi-million dollar salary, and lucrative marketing deals for the top picks. But it has followed Clark, and other top women in college basketball, for the last three years as college athletes have been able to profit off their name, image and likeness rights. Today, the choice to head to the WNBA comes with a head-to-head comparison: a rookie pro salary and endorsement prospects versus the NIL income from local collectives and businesses associated with college sports.

While top NBA prospects often leave for the league as soon as possible, the choice for top women’s players lingers. Paige Bueckers , a projected top-3 pick, recently said she would return for a senior season at the University of Connecticut.

Clark, however, is in a class of her own. At a time when women’s sports is ascending, she is the rising tide lifting those boats even higher. She added two new national sponsors just this week and is expected to sign a new sneaker deal that will be one of the biggest in the WNBA, according to two people briefed on the situation.

Her marketing infrastructure has expanded in kind. This fall, she signed with Excel for marketing representation, sharing an agent with Peyton Manning, helping to pile up the endorsements.

Gainbridge rolled out her arrangement on Tuesday. She joins Billie Jean King and Annika Sörenstam in promoting the company’s latest annuities product for women. Panini said Wednesday that Clark is the first woman it has signed to an exclusive trading card deal.

Panini engaged Clark’s camp in October. Jason Howarth, Panini’s senior VP of marketing, said the two sides completed the contract more than a month ago but waited until the right time to announce it. It will take effect on April 1. Clark had previously had a deal with Topps.

“Caitlin is a transcendent athlete, and we think that she is going to be special whether she stayed at Iowa or whether she decided to go to the W,” Howarth said. “We were willing to commit to that. We knew exactly whatever her decision was, we’d be comfortable with it and we’d lean in on it and figure out what we’re going to do and how we’re going to present it.”

The most high-profile of her endorsements will keep her under contract past her Iowa days and into the start of her WNBA career. Her contracts with Gatorade and State Farm extend into her WNBA career, one person with knowledge of her marketing deals said.

Jeff Kearney, Gatorade’s head of sports marketing, said the company has a multi-year deal with Clark. A sponsorship deal with Hy-Vee, the grocery chain, will run past 2024, Tina Pothoff, Hy-Vee’s vice president of communications, said. State Farm did not respond to a message seeking comment. A spokesperson for Buick replied after initial publication to note that it does not currently have a sponsorship deal with Clark, though it did previously feature her social media campaign.

“It’s gonna be harder,” Kearney said. “You know the competition is going to be tougher. Players are faster. The players are better. But again, I think she has an it-factor and is driven to succeed. So it certainly doesn’t change the approach that we have of trying to celebrate this phenomenal athlete and tell her story. It doesn’t matter what jersey she has on.”

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Though many of her deals will continue to run, she is on the precipice of making even more money than she did this season at Iowa. Clark did not take any money from Iowa’s main collective, according to the Wall Street Journal.

She will make a salary in the WNBA — the No. 1 pick is guaranteed $76,535 in her first season — unlike at Iowa. She can also avail herself of up to $250,000 in a league marketing deal and up to $100,000 in a team marketing contract if she eschews playing abroad next offseason, or she can sign what is likely to be a high-paying contract to play for a team in Europe or China.

She has a deal with Nike, which is one of the WNBA’s financial partners as part of its Changemakers program. The league often pushes those companies to use its stars in marketing campaigns, especially those who have a league marketing deal. Some have signed individual endorsement deals after the league’s run out, and Engelbert said other companies could soon get financially involved.

“I suspect we’ll have some of our huge partners step up here too as huge players come in with the followership,” she said.

One WNBA agent was strident that Clark, or any top player entering the league, would make more as a professional.

“If you’re the right type of talent, it doesn’t matter if you’re in college, the pros, in Indiana, L.A.” the agent said. “All these things help, of course. It’s not that you have to take a pay cut to go pro.”

Engelbert pointed out that several WNBA players, like A’ja Wilson , Jewell Lloyd and Arike Ogunbowale already have sizable endorsement deals.

Clark will still retain her large Instagram following, and her fan base from Iowa will likely continue to root for her. A new city — Indianapolis — will adopt her. Clark has also become such a nationally beloved brand that her marketing potential is not constrained by one market.

The most significant new business opportunity is likely to be her upcoming sneaker and apparel free agency. Clark’s deal with Nike will end after the conclusion of this college basketball season, a person briefed on the deal confirmed, a detail first reported by The Wall Street Journal.

Though Clark was with Nike in college, her market was likely muted compared to what she could draw as a pro, industry insiders said. Iowa already had an apparel deal with Nike, so Clark was going to wear those sneakers on the court regardless of any individual deal she signed. And she would have been unable to wear the sneakers of another company for her record-setting feats if she signed with a company other than Nike. ( LSU ’s Flau’jae Johnson has a Puma endorsement even though the school wears Nike, but she cannot wear them when she plays for the Tigers.)

Clark will be unconstrained in the WNBA and she is expected to draw a significant contract for the upcoming WNBA season. Nike, Adidas and others are expected to pursue her. Multiple sources with knowledge of the sneaker industry said Clark is set to sign a deal for more than $1 million annually, which would be one of the richest among WNBA players.

“She’ll be regarded as one of the greatest gets of all time for the brand that gets her,” one sneaker company executive said.

The Nike spot marking Caitlin Clark passing Pete Maravich’s NCAA career scoring record: pic.twitter.com/hRyb0sLrsZ — Rachel Bachman (@Bachscore) March 3, 2024

Sara Gotfredson, who was once a marketing and sales executive at ESPN and Disney, said that brands have been shy to deploy money on NIL deals compared with what they spend in endorsements for professionals.

But some women’s college basketball players may see their popularity, and earning power, peak during those years, with a dedicated collective and local businesses ready to engage them in a market where they are one of its top athletes, then lower profiles when they reach the WNBA. That will not be true for Clark, said Gotfredson, who is now a co-founder of Trailblazing Sports Group.

“The NCAA is a great springboard for these athletes, and especially for such a superstar like Caitlin Clark,” she said. “But I don’t subscribe to the theory that the NCAA is sort of the pinnacle of these women’s careers. I think if anything she’s going to get more visibility, more brand deals, gain more popularity in the W.”

There has been little concern among her sponsors that Clark will become less marketable when she gets to the WNBA. Instead, there is intrigue and optimism that she may be able to help the league.

While ratings have improved in the WNBA over the last few seasons, they have gone up even higher in college basketball. Last year’s NCAA Tournament championship game between Iowa and LSU averaged 9.9 million viewers and was the most watched women’s college basketball game ever. The Iowa-South Carolina semifinal game drew 5.5 million viewers. WNBA Finals games last season averaged 728,000 viewers.

Attendance at her games has regularly trumped WNBA games as well. The league averaged 6,615 fans per game last season — a five-year high — while Iowa averaged 100.7 percent capacity at home with 14,998 fans per game, according to NCAA data, the second-highest in women’s college basketball. The Hawkeyes drew 55,651 fans to the school’s football stadium in October for an exhibition game — the largest attendance for a college basketball game this season — and three of the other eight most well-attended women’s college basketball games this season were at road arenas when Iowa visited Big Ten opponents.

Clark, and Iowa, have been a ratings machine this season as she chased college scoring records. Three Iowa games have been among the top 10 most-watched college basketball games this season, men’s or women’s. Sunday’s regular-season finale drew 3.39 million viewers — the sixth-highest viewership for a basketball game this season, including the NBA. A Fox executive tweeted Tuesday that women’s college basketball games have averaged more viewers than men’s games on the network this season.

Kearney said in his discussions with Engelbert, there is already interest in how often and when Clark’s games will air on nationally televised broadcasts. When she joins the WNBA, Clark will be just one of three WNBA players with a Gatorade endorsement. Engelbert has stressed to its marketing and broadcast partners that the league is trying to create household names and asks for their help, but with Clark they are getting a ready-made star.

“It’s one of those things where you get an athlete like this who is doing things that are maybe extraordinary isn’t the right word, but the people are paying attention — male, female, old young,” Kearney said. “That’s gonna carry over if she keeps doing what she’s doing. People are gonna tune in and you’re gonna see the numbers rise.”

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Caitlin Clark's new reality is coming. What will her WNBA transition look like?

(Top photo of Caitlin Clark: Matthew Holst / Getty Images)

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LVCVA announces $100K sponsorship with each Aces player

The Las Vegas Convention and Visitors Authority will sponsor each member of the Las Vegas Aces, paying $100,000 per player for the 2024 WNBA season.

Las Vegas Aces forward A'ja Wilson poses for a selfie with her Most Valuable Player trophy afte ...

BREAKING: We're doing something that's never been done before. We're going #ALLINLV and sponsoring EVERY. SINGLE. PLAYER. on the @LVAces roster this season! pic.twitter.com/ntBZVZeFJu — Las Vegas (@Vegas) May 17, 2024

Team members were told of the sponsorship in their locker room by LVCVA President and CEO Steve Hill. A video of the announcement was posted on X on Friday.

“We would like offer each of you individually a sponsorship this year in the amount of $100,000,” Hill told team members.

The two-time world champions are going for a “three-peat” as the WNBA season begins.

Coach Becky Hammond’s team opened with a 89-80 win over the Phoenix Mercury on Tuesday after their second championship banner was raised and they received their championship rings.

This is a developing story. Check back for updates.

Death Valley mystery solved: Officials know who knocked over tower

Las Vegas Aces head coach Becky Hammon, left, and center A'ja Wilson (22) greet each other duri ...

The Aces are at the cutting edge of media presentation, as six members of the organization served as on-air talent in some capacity during the offseason.

Las Vegas Aces head coach Becky Hammon shouts from the sideline during the first half of a WNBA ...

The two-time defending WNBA champion Aces have the best players and the best coach, and they’ll fight through down moments to claim another title.

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A’ja Wilson scored 30 points, and the Aces held on for the win in front of the largest crowd the team has ever had at Michelob Ultra Arena.

Las Vegas Aces forward A'ja Wilson parades down Las Vegas Boulevard with her team to celebrate ...

The back-to-back WNBA champion Aces were mentioned frequently in the league’s annual survery of general managers Tuesday.

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Aces rookies Kate Martin and Dyaisha Fair will be prepared for anything when the two-time defending WNBA champions open the season against the Phoenix Mercury.

Phoenix Mercury center Brittney Griner (42) shoots against Las Vegas Aces center Kiah Stokes (4 ...

The Las Vegas Aces will open their pursuit of a three-peat as WNBA champions against the Phoenix Mercury on Tuesday night at Michelob Ultra Arena.

Las Vegas Aces fans get autographs signed by Aces star forward A'ja Wilson after Game 2 of a WN ...

The WNBA is experiencing a period of exponential growth, and the Aces are the hottest ticket in the league. Some fans have had to be diligent to acquire their seats.

A'ja Wilson laughs on the bench during the Aces' game against the Puerto Rico national team on ...

A’ja Wilson had 27 points, and the Aces routed the Puerto Rico national team in a preseason game Saturday at South Carolina, where Wilson starred in college.

Aces forward A'ja Wilson wears a sweatshirt confirming her signature shoe deal with Nike. (Nike)

Two-time WNBA MVP A’ja Wilson has fielded questions about why she doesn’t have a signature shoe deal with Nike like some other players. Now she has an answer.

Las Vegas Aces center Kiah Stokes and guard Chelsea Gray, both injured in Game 3, goof off whil ...

Aces point guard Chelsea Gray and center Kiah Stokes didn’t play in last year’s title-clinching Game 4 of the WNBA Finals, but they are close to returning this season.

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South African Tourism wants to sponsor football club Tottenham Hotspur - is it a good idea?

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Associate Professor, Cape Peninsula University of Technology

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Brendon Knott does not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and has disclosed no relevant affiliations beyond their academic appointment.

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South African Tourism (SA Tourism) is reported to be planning to spend US$52 million (about R900 million) to sponsor UK football team Tottenham Hotspur over three years. The proposal gives the country branding on the club’s kit, backdrop branding in interviews, advertising on match days, partnership status, local training camps and access to tickets and stadium hospitality. Football has a massive TV viewership and can attract big spending and big eyeballs. But is it an effective way to market a country? And is it money well spent? Brendon Knott researches nation branding and football. We asked him four questions.

Is this a good idea for nation branding?

Sponsorship of a sport team, event, or of individuals is an accepted and proven marketing communication tool. As countries, regions and cities are increasingly competing in the global marketplace for the attention of potential customers – in this case tourists – some destinations have also embraced sport as a marketing medium.

Typically, destinations promote themselves through associating with a sport event or team within their geographic location. In Spain, for example, Visit Catalunya sponsors Spanish club FC Barcelona.

It’s less common for a destination to use a more strategic approach to connect with a desired audience in another location.

Can it help tourism?

We need to understand that tourism destinations are “brands”, which compete against other brands for attention. SA Tourism therefore has a mandate and a budget to attract global tourism. There are a number of ways to promote a brand or engage with a target audience. Sport sponsorship has grown in favour as a marketing tool as it has shown an ability to break through the advertising clutter and get customers’ attention. It reaches them in a place where they are generally relaxed and can be engaged through a common passion for sport.

A sponsorship can achieve various objectives for a brand. Most commonly, the organisation seeks greater awareness of the brand, by making it visible on the players’ jerseys and signage around the stadium. This is most helpful for new or relatively unknown brands in a market, or to keep a brand top-of-mind among consumers in that market.

Read more: When the poor sponsor the rich: Rwanda and Arsenal FC

The second major objective is to enhance or change the brand image among a target audience through the association with a sport team. Brands typically benefit from a more favourable perception by fans of the team being sponsored. This is why the global sport sponsorship industry was estimated at US$77.69 billion in 2022 and is projected to grow at a rate of 8% over the next few years.

From what has been shared by SA Tourism, it appears that their objective is to reach the global audience that follows the football Premier League , and particularly reach the key UK tourism market. However, it is debatable whether this high profile, high cost approach is the best way to spend their marketing budget to boost international tourism.

Are there any precedents for this approach?

Two other high profile examples of destinations sponsoring football clubs in the past decade are Malaysia sponsoring UK team Cardiff City in a US$3.6 million deal in 2013; and Rwanda’s US$12 million a year sponsorship of UK team Arsenal FC, where “Visit Rwanda” is emblazoned on the sleeve of the team kit. Signed in 2018, the Rwanda agreement has been particularly slammed as an attempt at “sportswashing”. This refers to the covering up of human rights abuses within the African nation by trying to garner goodwill through the sponsorship.

tourism sports sponsorship

In this case, the Rwandan president Paul Kagame is known to be a fervent supporter of Arsenal. Sports marketers would cite this as an example of a “chairman’s folly” approach to sponsorship. In the SA Tourism case, the strategic reasoning governing their decision has not been fully disclosed.

With the recent men’s football Fifa World Cup still fresh in our memory, the example of Qatar and sport sponsorship is also relevant. Besides multiple sport event sponsorships, the Qatar Foundation sponsors FC Barcelona, while Qatar Airways sponsors another European football giant, PSG. These sponsorships have often been questioned as attempts by the nation to deflect attention from criticism relating to workers’ rights and other human rights and freedoms. It is too early to assess whether the hosting of the World Cup aided the Qatar image or development of its tourism economy.

What are the potential downsides?

The media and public backlash at the SA Tourism sponsorship agreement indicates the lack of local public support for this initiative. Instead of viewing this as a good marketing opportunity that could bring in tourism revenue, there is the view that the government money could be spent better – either on sponsorship of local sports or on other projects altogether. Destinations should not aim to boost their “external” brand at the expense of the valuable “internal” brand strength.

Read more: Hosting the World Cup: what Qatar can learn from South Africa about nation branding

The examples of Rwanda and Qatar, in particular, indicate that the negative media associated with perceived sportswashing diminishes the anticipated benefits. In the case of South Africa, it may appear as an attempt to counter the damaging global media coverage relating to the power crisis and other high profile challenges experienced in the nation. SA Tourism has given conditional approval to the plan, which is expected to go ahead in the next few months despite a growing backlash.

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AT&T, Amazon Prime Video Strike Women’s Sports Ad Deal Across WNBA, NWSL (EXCLUSIVE)

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Amazon Prime Video isn’t waiting for the start of next week’s “upfront” to draw attention to women’s sports.

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With notable recent surges in viewership for WNBA games and women’s college basketball, Madison Avenue’s attention in sports with female competitors is increasing. Thanks to streaming, advertisers have fewer linear TV programs that draw the massive simultaneous audiences of the past. But live sports continue to prove durable, which has sparked interest in leagues and games that traditionally did not get as much attention.

GroupM, the large media-investment group that is part of WPP, has vowed to double the amount of money its clients spend on women’s sports in 2024 and said in March that it would seek to create a dedicated marketplace for the programming genre in the upfront. In that ad-sales marketplace, U.S. TV companies try to sell the bulk of their commercial inventory for their next cycle of new programming.

AT&T has more than doubled its media investment in women’s sports since 2022, and has supported the LPGA and the U.S. Women’s National Soccer Team in the past. The marketer believes the fan base is growing and has research showing that audiences for women’s sports are twice as likely to recall advertisers who sponsor games.

“Women’s sports have been a defining pillar of our strategy for years. In order to continue the incredible growth we’ve seen in the last few years, we need new and willing partners that value the fans, athletes, teams and leagues as much as we do,” said Scott Klatskin, AVP of Media for AT&T. “Our new relationship with Amazon Prime not only elevates what we’re already doing in women’s basketball and soccer but allows us to be more collaborative on a shared ambition to grow women’s sports.”

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Networking at chamber golf classic; volunteers, sponsorships welcome.

STEUBENVILLE — The game of golf is a known opportunity for business networking, and the Jefferson County Chamber of Commerce will allow participants to leverage that opportunity during the 2024 Chamber Golf Classic.

Taking place Tuesday at the Steubenville Country Club, the tournament is the chamber’s largest fundraiser of the year, benefiting its mission of supporting locally owned and small businesses. The classic will begin at 10 a.m. with a shotgun start.

A number of prizes will be on the line, with $10,000 available for whoever achieves a hole-in-one.

Registration for new teams has ended, with 33 four-person teams set to play, said chamber President Kate Sedgmer. Sign-ups may be over, but the chamber is still welcoming volunteers or sponsorships.

Additionally, individuals can register at the chamber office, located at 630 Market St., to obtain a tent sponsorship, allowing them to advertise their companies on the golf course and interact with players as they pass.

Individuals may also register at the chamber office to attend the classic’s dinner, which will take place at 3 p.m. The event will conclude around 4 p.m.

“The classic’s added benefit is that people network throughout the day. A lot of business does get done,” Sedgmer said.

Proceeds from the classic will benefit the chamber, allowing it to aid businesses “in whatever form they need from us,” Sedgmer said. She thanked the community for supporting the classic again this year and thanked Trinity Health System for its title sponsorship.

The classic itself has been held for more than 30 years, Sedgmer noted. This year, however, will be the first not chaired by John Cucarese, a longtime chamber supporter. Cucarese will remain involved with the event, Sedgmer noted, but he has officially passed the baton to new Chairman Gene Zrinyi.

After the classic, the Jefferson County Chamber Ambassador Club will begin preparation for the 2024 Burger Bash and Cornhole Competition, which will take place in August.

The chamber is also preparing to begin hosting meetings for the Jefferson County Safety Council, sponsored by the Ohio Bureau of Workers’ Compensation. With topics on business leadership and safety, the meetings were formerly hosted by Eastern Gateway Community College after taking the reins from the chamber, Sedgmer said. Meetings will occur on the third Wednesday of every month after July 1.

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Hotels Sports Sponsorship Landscape – Analysing Trends, Biggest Brands and Spenders, Deals, Product Category Breakdown and Case Studies

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All the vital news, analysis, and commentary curated by our industry experts.

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Published: June 14, 2023 Report Code: GDUKSPC113293-ST

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Travel and tourism (hotels) sports sponsorship landscape report overview.

The hotels sponsorship sector has an annual spend of $415.4 million in 2023. The two highest annual spending brands are Accor Hotels and MGM Resorts. In total, Hard Rock International has the highest total spend over deal value durations. Soccer is the most attractive sport to sponsor for hotel brands globally, followed by ice hockey.

Travel and tourism (hotels) sports sponsorship landscape report provides an analysis of the global hotel industry and their involvement in sports sponsorship, with a closer look at some of the major deals and active brands.

Hotels Sports Sponsorship Landscape Segmentation by Sports Type

Some of the key sports in the hotels sports sponsorship landscape are soccer, multi-sports games, basketball, baseball, motor racing, and ice hockey. Soccer is the most popular sport for hotel brands, with the sport having significantly more than double the active agreements of the next most popular sport, namely ice hockey. Soccer generates the highest annual value in terms of sponsorship spend as well.

 Multi-sport games are the second highest value generator amongst all sports, followed by basketball.

Hotels Sports Sponsorship Landscape by Sports Type, 2023 (%)

Hotels Sports Sponsorship Landscape by Sports Type, 2023 (%)

To know more about the types in hotels sports sponsorship landscape, download a free report sample

Hotels Sports Sponsorship Landscape Segmentation by Category

The key categories in the hotel sports sponsorship landscape includes venue, event, series, federation, teams, and athlete. Team deals bring in most of the annual sponsorship spend. Comparatively, the number of federation deals is less than four times the number of team deals. This is unsurprising given that most leagues and organizations will always generate higher fees than individual teams. The two highest valued team deals is Hard Rock International’s deal with the Miami Dolphins and Accor Hotels’ agreement with PSG.

Hotels Sports Sponsorship Landscape by Categories, 2023 (%)

Hotels Sports Sponsorship Landscape by Categories, 2023 (%)

To know more about the categories in the hotels sports sponsorship landscape,  download a free report sample

Hotels Sports Sponsorship Landscape by Active Brands

Some of the active brands in the hotels sports sponsorship landscape include Marriott, MGM Resorts, Hilton, Accor Hotels, and Scandic Hotels. Marriott has the most active sponsorship deals of any hotel brand. Their most significant deal is with the NCAA Championships, where the brand serves as the organization’s official hotel partner of the NCAA. Hilton has the joint second-most deals of any hotel brand. Their highest value deal is with golf’s European Tour and covers the period between 2022 and 2024.

Hotels Sports Sponsorship Landscape by Active Brands, 2023 (%)

Hotels Sports Sponsorship Landscape by Active Brands, 2023 (%)

To know more about the active brands in the hotels sports sponsorship landscape,  download a free report sample

Segments Covered in the Report

Hotels Sports Sponsorship Landscape Sports Type Outlook (Value, $ Million, 2023)

  • Multi-Sports Games
  • Motor Racing

Hotels Sports Sponsorship Landscape Category Outlook (Value, $ Million, 2023)

The report provides:

  • An overview of the hotels sponsorship sector globally, with a look at specific regions.
  • Key hotel brands currently operating in the sector, including the most active brands and the ones with the highest spend.
  • A look at which sports are the most frequently sponsored by hotel brands, and how they are benefiting from these deals.
  • A detailed look at what kinds of partnerships are most prevalent when it comes to hotel brands.

Key Highlights

Team deals bring in 35% of annual sponsorship spend, which is understandable given how many more team deals there are than any other kind. Comparatively, the number of federation deals is less than four times the number of team deals, but generates 28% of overall annual value. This is unsurprising given that most leagues and organizations will always generate higher fees than individual teams.

Reasons to Buy

  • For those wanting an in-depth analysis of how the biggest partnerships are active in the sector.
  • Discusses why some brands are more active than others, and how this is affected by the sports that are most popular in their regions.
  • GlobalData’s thematic research ecosystem is a single, integrated global research platform that provides an easy-to-use framework for tracking all themes across all companies in all sectors. It has a proven track record of identifying important themes early, enabling companies to make the right investments ahead of the competition and secure that all-important competitive advantage.
  • 1.1. Introduction
  • 1.2. Executive Summary
  • 2.1. Industry Market Trends
  • 2.2. Industry Major Sponsorship Markets
  • 3.1. Sector Summary
  • 3.2. Sport Breakdown
  • 3.3. Product Category Breakdown
  • 3.4. Market Analysis
  • 3.5. Biggest Deals
  • 3.6. Expiring Deals
  • 4.1. Name Case Study
  • 5.1. Brand Summary
  • 5.2. Brand Location Analysis
  • 5.3. Most Active Brands
  • 5.4. Biggest Spenders
  • 5.5. Key Brands Analysis
  • 6.1. Sources

Frequently asked questions

The hotel sponsorship sector has an annual spend of $415.4 million in 2023.

Soccer is the most popular sport for hotel brands.

Teams is the leading category in the hotels sports sponsorship landscape.

Some of the active brands in the hotels sports sponsorship landscape include Marriott, MGM Resorts, Hilton, Accor Hotels, and Scandic Hotels.

Hotels Sports Sponsorship Landscape – Analysing Trends, Biggest Brands and Spenders, Deals, Product Category Breakdown and Case Studies standard reports

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IMAGES

  1. Sponsorship Programs & Vendor Alley

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  2. Travel and Tourism (Hotels) Sports Sponsorship Landscape

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  3. Travel and Tourism (Hotels) Sports Sponsorship Landscape

    tourism sports sponsorship

  4. The Best Sports Sponsorship Examples in 2023

    tourism sports sponsorship

  5. Sponsorship for tourism events

    tourism sports sponsorship

  6. Why Is Sponsorship Important in Sport?

    tourism sports sponsorship

VIDEO

  1. How to get a Sponsorship Deal

COMMENTS

  1. State of the Industry Report for the $91.8 Billion Sport Tourism

    FORT WORTH, TEXAS (May 3, 2022) - Sports ETA, the only trade association for the sports events and tourism industry, released its annual State of the Industry Report for 2021 resulting in the sports tourism sector's direct spending impact of $39.7 billion which generated a total economic impact of $91.8 billion, supporting 635,000 full-time ...

  2. Tourist Board Sports Sponsorships Down 70% Despite Travel Rebound

    Summer travel is coming back. But despite the positive outlook, GlobalData reports that there's been no obvious evidence of a spike in tourist board sports sponsorships—odd considering sports sponsorships have proven to be among the most effective tourism drivers. In fact, the number of newly signed deals in 2021 (52) and the annual value of those deals ($12.97 million) are both down ...

  3. The ten biggest industries in sports sponsorship in 2022

    The travel & tourism industry has the sixth highest volume of active sponsorship agreements globally with a total of 843 deals across 36 sports globally. The agreement, worth an estimated $500m, between Airbnb and International Olympic Committee is the most valuable active deal in the travel & tourism industry.

  4. Sports Tourism Analysis by Key Trends, Tourist Profile, Sponsorship

    Sport Tourism Market by Sport Sponsorship Activity. Airlines Sector: Qatar Airways renewed its partnership with FIFA as a Sponsor for the 2026- and 2030 Men's FIFA World Cups. The company strategically leverages sports sponsorship to elevate its brand positioning. It partners with renowned football clubs and organizations that have a global ...

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  7. Sports Events and Tourism Association

    As the non-profit 501(c)3 trade association for the sport tourism industry in the United States, the Sports Events and Tourism Association (Sports ETA) is the most trusted resource for sports commissions, destination marketing organizations (DMOs), vendors, and sports event owners. Sports ETA is committed to the success of nearly 800 member organizations and 2,500 serious-minded, sport tourism ...

  8. Tourist board sport sponsorship worth over $82m for rights holders in

    Of the $82m tourist boards are committing towards the sports industry in 2021, over $70m is targeted to the European market, with rights holders in major European sport leagues seen as the most effective driver for tourism promotion. 16 of the sector's 20 most valuable sponsorship agreements are with European rights holders.

  9. Global Travel and Tourism (Tourist Boards) Sports Sponsorship Landscape

    DUBLIN, June 22, 2023 /PRNewswire/ -- The "Travel and Tourism (Tourist Boards) Sports Sponsorship Landscape - Analysing the Trends, Biggest Brands and Spenders, Deals, Product Category Breakdown ...

  10. Europe the most committed territory for tourist board sport sponsorship

    Patrick Kinch, Sport Analyst at GlobalData, comments: "The current landscape of tourist board sport sponsorship highlights the significance of tourism to major European destinations. With tourism being a significant driver of income and jobs for economies in France, Spain and Italy, Europe's most popular travel destinations, it is ...

  11. Sports Sponsorship by Tourist Board, 2021 Update

    Tourist board sponsorship is currently worth over $82 million with the sports industry, with rights holders around the world boasting travel, tourism or destination partners in their commercial portfolios. Breakdown of the most attractive sport markets for tourist boards. Analysis into the biggest deals and the what effect the pandemic has had ...

  12. Sports Sponsorship

    Category: Sports Sponsorship. Sports Sponsorship — SportsTravel — News, Insight and Analysis for the Sports-Event Industry. Category: Basketball; Latest News; ... Tourism Prince Edward Island and the National Hockey League have announced a multi-year North American partnership, naming the Canadian destination as the official travel ...

  13. Sports sponsorship

    In 2022, the global sports sponsorship market was worth an estimated 66 billion U.S. dollars and was expected to grow to almost 108 billion U.S. dollars by 2030. The sector responsible for ...

  14. How does sport contribute to tourism?

    At an economic level, sports tourism contributes to SDGs 1 (end poverty in all its forms everywhere) and 8 (promote sustained, inclusive and sustainable economic growth, full and productive employment, and decent work for all). Sports tourism promotes local businesses, creating demand in areas such as transportation, hotels and restaurants.

  15. Perspectives: Is sports sponsorship money well spent for DMOs?

    This is why the global sport sponsorship industry was estimated at US$77.69bn in 2022 and is projected to grow at a rate of 8% over the next few years. From what has been shared by SA Tourism, it appears that their objective is to reach the global audience that follows the football Premier League, and particularly reach the key UK tourism market.

  16. International Journal of Sports Marketing and Sponsorship

    Outstanding Paper Antecedents and consequence ... The International Journal of Sports Marketing and Sponsorship is one of the world's leading journals for the sports marketing industry. ISSN: 1464-6668. eISSN: 1464-6668.

  17. All About Travel Sponsorship

    Now that we have established that travel sponsorships offer a number of benefits to those who like to explore the world, your next step is where most of the hard work starts. 1. Submit your proposal early. The first thing you should remember is that most companies plan their budget early in the year.

  18. Las Vegas Tourism Body Approves Millions To Sponsor WWE ...

    Las Vegas Tourism Body Approves Millions To Sponsor WWE WrestleMania 41. Story by Ross W Berman IV • 10h. W WE is bringing WrestleMania to Las Vegas for the first time since 1993, and seemingly ...

  19. 2024 Sports Business Awards: Sports Sponsor of the Year

    A major sponsor of the NWSL, it executed two unique "SportsCenter" takeovers highlighting only women's sports and featuring an all-female cast and crew. Ally added sponsorship of a women's college basketball tipoff game in Charlotte, and became the official retail banking partner of the USGA and presenting partner for the U.S. Women's ...

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    Jeff Kearney, Gatorade's head of sports marketing, said the company has a multi-year deal with Clark. A sponsorship deal with Hy-Vee, the grocery chain, will run past 2024, Tina Pothoff, Hy-Vee ...

  21. Las Vegas Aces players receive $100K sponsorship from LVCVA

    The Las Vegas Convention and Visitors Authority will sponsor each member of the Las Vegas Aces, paying $100,000 per player for the 2024 WNBA season.

  22. How the Dominican Republic became Latin America's economic superstar

    For sponsor-free episodes of The Indicator from Planet Money, subscribe to Planet Money+ via Apple Podcasts or at plus.npr.org. Music by Drop Electric. Find us: TikTok, Instagram, Facebook, Newsletter

  23. Elektrostal

    In 1938, it was granted town status. [citation needed]Administrative and municipal status. Within the framework of administrative divisions, it is incorporated as Elektrostal City Under Oblast Jurisdiction—an administrative unit with the status equal to that of the districts. As a municipal division, Elektrostal City Under Oblast Jurisdiction is incorporated as Elektrostal Urban Okrug.

  24. ELEKTROSTAL HOTEL

    Elektrostal Hotel, Elektrostal: See 25 traveler reviews, 44 candid photos, and great deals for Elektrostal Hotel, ranked #1 of 2 B&Bs / inns in Elektrostal and rated 4 of 5 at Tripadvisor.

  25. South African Tourism wants to sponsor football club Tottenham Hotspur

    South African Tourism (SA Tourism) is reported to be planning to spend US$52 million (about R900 million) to sponsor UK football team Tottenham Hotspur over three years. The proposal gives the ...

  26. Press release: Chicago White Sox and Front Row Motorsports announce

    CHICAGO - The Chicago White Sox and Front Row Motorsports (FRM) announce a partnership designating the White Sox as the primary sponsor of Michael McDowell's No. 34 Ford Mustang Dark Horse for the NASCAR Chicago Street Race's Grant Park 165 NASCAR Cup Series race in Grant Park, July 6-7. The

  27. AT&T, Amazon Prime Video Strike Women's Sports Ad Deal ...

    Amazon Prime Video isn't waiting for the start of next week's "upfront" to draw attention to women's sports.. The streaming giant said it has struck a sponsorship deal with AT&T and its ...

  28. Networking at chamber golf classic; volunteers, sponsorships welcome

    Individuals may also register at the chamber office to attend the classic's dinner, which will take place at 3 p.m. The event will conclude around 4 p.m.

  29. Travel and Tourism (Hotels) Sports Sponsorship Landscape

    The hotel sponsorship sector has an annual spend of $415.4 million in 2023. Travel and tourism (hotels) sports sponsorship landscape report provides an analysis of the global hotel industry and their involvement in sports sponsorship, with a closer look at some of the major deals and active brands.

  30. Elektrostal, Moscow Oblast, Russia

    Elektrostal Geography. Geographic Information regarding City of Elektrostal. Elektrostal Geographical coordinates. Latitude: 55.8, Longitude: 38.45. 55° 48′ 0″ North, 38° 27′ 0″ East. Elektrostal Area. 4,951 hectares. 49.51 km² (19.12 sq mi) Elektrostal Altitude.