How Sponsorships Spread Brand Awareness

Have you ever considered sponsorship opportunities, whether it is to promote your own brand or to help another? Essentially, two or more brands are noticed by select targeted audiences, which could mean a win-win for all.

What is a sponsorship?

The definition of “sponsor” in the Merriam-Webster Dictionary is: “A person or organization that pays for or plans and carries out a project or activity.” Such partnerships are called “sponsorships,” and these are a powerful means to create brand awareness—both for the person or organization that provides financial backing, as well as whatever the project or activity might be. And as brand experiences are high on the lists of what potential customers are looking for, sponsorship activation can provide relevant opportunities. Consider, for instance, a recent—and epic—sponsorship in Los Angeles.

The name change of the Los Angeles Staples Center

This past November, The New York Times published an article covering the renaming of the Los Angeles Staples Center—one of the most renowned sports venues in the nation—to Crypto.com, a start-up cryptocurrency exchange company that was founded in Monaco. Promoted as “the world’s fastest-growing cryptocurrency platform,” Crypto.com is paying the unbelievable price of $700 million to have its name on this sporting venue for the next 20 years, which will go into effect on December 25. The CEO of Crypto.com, Kris Marszalek, points out that this change is topical and “culturally relevant” in an age where cryptocurrency is making its mark throughout the world. So, sports fans will in time see the familiar “STAPLES” logo replaced with that of “Crypto.com,” and more of them will become aware what this particular brand has to offer in the way of cryptocurrency services.

Sponsorships spread far and wide

The deal between the Los Angeles Staples Center and Crypto.com is but one of many types of sponsorships. In addition to sporting arenas, everything from venues where concerts and live performances are held to museum spaces may serve as foundations (or homes, if you will) where a brand might have its name prominently displayed. EGC Group has brokered dozens of sponsorships at sporting arenas and other venues throughout the country, as well as a number of successful premier naming rights sponsorships on Long Island, which have included:

  • New York Community Bank (NYCB) Theater at Westbury: NYCB and Live Nation 

  • Bethpage Ballpark: Bethpage Federal Credit Union and Long Island Ducks Organization

  • Long Island Music Hall of Fame Mobile Museum and Jovia Federal Credit Union 


And, most recently, EGC organized the sponsorship between the Shimmering Solstice at Old Westbury Gardens event—presented by Catholic Health of Rockville Centre. A state-of-the-art holiday light show that’s taking place at a famous landmark setting receives sponsorship from a respected healthcare system whose name is prominently featured in the title. Two Long Island-based organizations are promoted, and equal awareness of each becomes known to the general public, far and wide. That’s effective sponsorship in action
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Shimmering Solstice Old Westbury Gardens Catholic HealthDo you think sponsorship would gain attention for your brand? Learn more about the public relations and influencer marketing services available at EGC to find out. Give us a call. You never know how, when, and where your brand can be promoted at its greatest potential.