Maximizing Visibility: How National Soccer Teams Ensure Sponsor Exposure Off the Field

Soccer fans are enjoying the start of summer thanks to the UEFA Euro 2024 and CONMEBOL Copa América. These two tournaments feature the best players worldwide and attract millions of soccer fans to stadiums, TV screens, and social media.

During these competitions, team uniforms only display the technical supplier brand, with no other sponsors on the game apparel. So, how do national teams give exposure to their sponsors during such significant events?

Optimize sponsorships with content themes

On social media, matches don’t last just 90 minutes; this is a key factor for social media, communications, and sponsorship departments. Match images tend to perform well on various digital platforms, but during tournaments, there are many other moments important to teams and their fans that serve as excellent showcases for brands.

When creating a content strategy to include brands, it’s crucial to analyze the types of posts typically produced during major sporting events like the EURO or Copa América. Match images, such as goal celebrations, are popular and highly visible during these tournaments. However, there are many more opportunities, especially across the different communication channels available to these departments.

Brands can strategically use recurring spaces to maintain a constant presence in contexts relevant to their audience. For example, pre-match posts often include training sessions, line-ups, or press conferences, while match posts highlight key players or game results.

Thanks to Blinkfire’s Scene Value Report, which offers customizable and up-to-date data to optimize sponsorship performance, national teams can measure the performance of specific content series and report back to their partners. Here are some of the content series that national teams are publishing to give exposure to their various sponsors.

Training

This is one of the most frequently repeated types of posts during tournaments and an ideal moment to organically give visibility to sponsors through training attire. Training sessions are a crucial part of any team’s preparation and often receive a lot of attention from the media and fans. This allows associated brands to appear repeatedly and naturally in the content shared on social media, thus achieving continuous and effective exposure.

Lineup Graphic

In the pre-match build-up, fans are eager to know the starting XI for their team. Lineup Graphics offer the opportunity to prominently feature brands in this series of content, thus generating significant exposure for sponsors. These graphics are not only shared by the teams but are also replicated by numerous media outlets and fans on their own social media.

Player of the Match

At the final whistle, social media buzzes with comments about the match and debates over who was the standout player. A post at this moment, highlighting the player of the match and including sponsors, maximizes their visibility as this type of content generates a high level of engagement.

Travel

In competitions like the Euro or Copa América, national teams constantly travel between venues. Some of them have airlines as sponsors, so what better way to give exposure than at this moment? It is also a good opportunity to showcase travel apparel, providing additional visibility to the brands present through these posts.

Player Arrival

The arrival at the stadium is a moment filled with pre-match nerves, where followers are attentive to every detail. The players wear the official attire and step off the team bus, offering a double opportunity to give visibility to the brands. These posts are well-received on social media and, as a result, provide significant exposure for the sponsors.

Value your Sponsors with Blinkfire

Make sure you’re valuing you sponsors accurately and in real-time. With Blinkfire, you have the ability to track, value, and report across social media, digital, OTT, and TV as well as benchmark jersey sponsors across leagues and sports.