22 Marketing - The Problem & Offering Sustainability
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22 Marketing

The Problem

The sports industry is evolving. Brands are now forced to make a choice when they sponsor an event or an organisation, and that choice is one of purpose.

We no longer live in a world where it is socially or morally acceptable to make sponsorship decisions based on vanity and self indulgence. Consumers want to relate to the brands that their team is associated with.

We live in a society where 87% of consumers purchase a product because the seller advocates an issue that the consumers care about.

There has been a drastic rise in the number of sports properties fighting for a particular cause, whether that be sustainability or racial diversity amongst other causes. Brands have flocked towards these sports to align themselves with this messaging. Agencies are beginning to follow, but no single agency
specialises in this field.

A Green Awakening

In July 2020, 72% of consumers across 20 countries agreed that companies behaving sustainably was more important to them because of COVID-19*. COVID-19 has reminded us of the fragile environment we live in, and the human impact on the planet (Global Web Index 2021).

What is Sustainability?

  • The ability to maintain successful operation indefinitely, without exhausting or harming resources in the process.
  • The goal of a sustainable business strategy is to have eliminate negative impacts to the environment or society./li>
  • Failing to assume responsibility for your actions can lead to issues such as environmental degradation, inequality and social injustice.

Sustainable Sponsorship


• Sustainable businesses and sponsorships consider a wide array of environmental, economic and social factors when making decisions.

• Placing sustainability at the heart of your sponsorship will improve appeal to the masses

• Sustainability plays a huge part in the value proposition to consumers

• Young people don’t just look at your organization as a business or sports federation. They ask a fundamental question: ‘Do you look at the world I live in?’ They want purpose.

• 75% of fans are interested in socially aware brands

Rules of Sustainable Sponsorship

Action taken must be real & meaningful

Tangible and noticeable results are vital and provide factual representations of the positive impact being made.

Has to be a natural fit

Brands and Rights Holders must have a common goal, this is not a PR stunt.

Communication must be honest, non-cliché and personal

Words like Green & Clean are very cliché and generic; fans can see through this and want clear, yet honest communication.


What is Equality?

Equality is about recognising and removing the barriers faced by people involved, or wanting to be involved in sport.


It is about changing the culture of sport to one that value diversity and enables the full involvement of disadvantaged groups in every aspect of sport.

Equality in Sponsorship

Women’s sports are underfunded. And, though females athletes face challenges that go beyond funding (e.g. coverage and treatment), sponsorship can help balance the equity problems in women’s sports by:

  • Driving awareness of women’s sports
  • Funding programming, events and broadcasts
  • Highlighting existing role models
  • Providing marketing support
  • Producing research and data
  • Development and promoting content

Clients Testimonials

Get in touch with us

If you have any questions about our services or are interested in finding out how 22 can help your business please get in touch.


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