Supply Arrangements as a Sponsor

When we think of sports sponsorship, what comes to mind? A banner on the side of a pitch? A logo on a footballer’s kit? While these are tried-and-true methods of boosting brand visibility, sports sponsorship has evolved, offering more creative and integrated approaches for businesses looking to build meaningful partnerships. One such method involves supply arrangements, where brands become essential to the very fabric of the sporting event or team experience. This strategy goes beyond just slapping a logo on shorts—it embeds a brand into the fan’s journey.

Let’s dive into why getting creative with your sponsorship efforts can bring far more value than you might think, and how supply arrangements, in particular, are changing the game. We’ll take a look at an example involving Crystal Palace and their water supplier, KURE, to see how this approach can bring benefits to both the sponsor and the sporting club.

What’s a Supply Arrangement in Sports Sponsorship?

A supply arrangement is a sponsorship type where brands don’t just hand over cash for logo placement—they supply products or services integral to the matchday experience. This can be anything from providing food and beverages to supplying equipment, merchandise, or even technology.

It’s the kind of sponsorship that isn’t static or easily ignored. Imagine going to a stadium, and every time you buy a drink, grab a snack, or even pick up some merchandise, you’re interacting with the sponsor’s brand. This creates a strong, tactile connection between the sponsor and the fans, embedding the brand into every aspect of the event. Over time, this builds affinity and trust.

Case Study: Crystal Palace & KURE

Let’s take Crystal Palace, for example. The club recently struck a deal with KURE, a water company, to become their official water supplier at the stadium. Now, every time fans purchase bottled water at a game, they’re buying KURE. This deal isn’t just about plastering a logo on a bottle. It’s about KURE being part of the stadium experience, quenching the thirst of die-hard fans and casual attendees alike.

And here’s the kicker: it’s not just about water. Alongside the physical presence at the stadium, KURE’s sponsorship extends to branding across social media, online platforms, and within the stadium itself. This multifaceted approach means that fans don’t just see KURE—they engage with it.

You can listen to more about this arrangement on the Elite Sports Marketing episode of Bear Business

This clever supply arrangement has some big benefits for both Crystal Palace and KURE:

1. Increased Brand Interaction: Every time a fan buys water, they’re not just seeing a logo, they’re physically interacting with the brand. KURE becomes part of the matchday ritual, giving the company an elevated status over typical advertising.
2. Integrated Branding: Beyond the physical product, KURE leverages branding across the stadium and social media platforms. This expands their reach beyond just the attendees, touching the larger online fanbase too.
3. Financial and Operational Benefits: Not only does KURE benefit financially from selling its products, but Crystal Palace also secures a consistent, quality supplier. It’s a win-win.

Why Supply Arrangements Work

Supply sponsorships work because they engage fans on multiple levels. They’re not passive; they’re active parts of the game day. When done right, supply arrangements can:

1. Create Stronger Connections: Fans are more likely to remember and interact with a brand that plays an active role in their experience. Whether it’s through a drink, a shirt, or a piece of technology, the brand becomes something tangible, not just visual.
2. Provide Longevity: While a banner might be forgotten as soon as the final whistle blows, a brand that provides a memorable experience can live in the fan’s mind for much longer. Think about how often fans will post on social media with the product in hand, or chat with their mates about it afterward.
3. Offer Mutual Benefits: Just as KURE benefits from providing water at Crystal Palace, other brands can explore supply sponsorships that align with their products. For example, a tech company could provide the stadium with free Wi-Fi, enhancing the fan experience while boosting its own brand visibility.

Ideas for Getting Creative with Your Sponsorships

If you’re thinking about venturing into sports sponsorship, here are a few ways to get more creative than simply sticking your logo on a wall:

1. Tech Partnerships: Offer something like free charging stations or a dedicated Wi-Fi network sponsored by your brand. Fans will love the convenience, and your brand will be front and centre every time they check their phones.
2. In-Game Experiences: Think beyond the pitch. Could your brand sponsor fan zones, half-time shows, or interactive apps for fans? These are prime areas where fans are highly engaged and likely to interact with the sponsor in meaningful ways.
3. Sustainable Solutions: More and more sports venues are focusing on sustainability, so a supply sponsorship that contributes to this goal could be a powerful opportunity. Perhaps you could sponsor reusable cups or provide eco-friendly packaging for stadium food.
4. Food and Beverage Sponsorships: Similar to KURE, you could be the official supplier of a product that fans directly interact with. Think snacks, drinks, or even gourmet offerings that are sold exclusively in the stadium.

Embedding Your Brand in the Fan Experience

Sponsorship shouldn’t feel like an afterthought, it should be woven into the entire event. Supply arrangements, like the one between Crystal Palace and KURE, show how partnerships can be much more than a logo—they can be an integral part of the fan experience. By getting creative with how your brand contributes, you build deeper relationships with the fans and see greater long-term returns on your investment.

How would you embed your brand into the fan experience at your favourite sports team’s stadium? Is there a product or service you think would add value and increase your exposure?

Let’s get creative!