Sports Sponsorship vs Hospitality Package

As a sports marketing agency, we believe that sports sponsorship is one of the most powerful marketing tools for a brand. However, we are often asked about the sports sponsorship vs hospitality package comparison. In all fairness, it is a bit like comparing apples to oranges and here we explain why.

A sports sponsorship is a 360 degrees marketing tool that gives a brand full access to the sponsored team assets and benefits: branding spaces, hospitality passes, official imagery and footage, social and digital collaboration, engagement with the team's fan base and access to the drivers and team personnel for events and content production purposes. On top of that, it allows the sponsor to integrate their products and services within the team and develop powerful storytelling thanks to the promotional rights included in the sponsorship.

The latter, the promotional rights, or the lack of them, is the most differentiating aspect between signing a sports sponsorship and buying a hospitality package. Basically, when buying it, you would be at the race weekend enjoying premium hospitality and providing your guests with a fantastic experience but, as a brand, you will not be able/allowed to officially talk about it, because you have no association with the sport or the teams.

Therefore, which one is the right one to select? It all depends on the company's objective and budget, but also on the overall structure of the marketing strategy. A sports sponsorship can really deliver value on many layers and well-structured companies should definitely go for this. However, if your company does not have a well-structured and defined marketing strategy, then it would be easier and more cost-effective to buy a hospitality package for your most important guests at relevant races.

Whatever your choice, we will be delighted to help in your next steps towards motorsport.

This is original editorial content from Drive Sports Marketing, an agency specialising in Formula 1 sponsorship, Formula E sponsorship, MotoGP sponsorship, and WEC sponsorship.