Mitchell shares insights on ‘curating sports for sponsorship, brand success’

KINGSTON:

In these days, sports are as much about business as they are about the final score. Operating within this reality, the Sports Development Foundation (SDF) and the Private Sector Organisation of Jamaica (PSOJ) recently hosted a high-level master class, in an effort to bridge the gap between national sporting associations and corporate bodies.

The session, titled ‘Curating Sports for Sponsorship and Brand Success’, featured Erin Mitchell, head of Consumer Marketing, Wisynco, who shared over 15 years of industry insights on how Jamaican sporting bodies can attract and retain high-level investors.

Alan Beckford, general manager, SDF, stated their objectives.

“The Sports Development Foundation and the PSOJ through their master class had a session to expose our national sporting associations and stakeholders to the real world of marketing,” he said.

“We had a number of experienced marketers here this evening and this is just a part of what the Sports Development Foundation is doing to try to develop our administrators and develop sports in Jamaica,” added Beckford.

A central theme of the master class was the unique value of experiential marketing. Mitchell explained that marketers covet sporting events because they are multi-sensory and emotional, making them 70 per cent more effectively remembered than traditional advertising. When fans feel a deep emotional connection to a game, that loyalty often translates directly to the brands supporting the event.

Mitchell pointed to the FIFA World Cup now taking place in the United States, Canada and Mexico, which generated an estimated US$13 billion in sponsorship, with major global brands spending between US$80 million and US$100 million each to be official partners.

Locally, she noted a diverse landscape ranging from cricket and basketball to emerging trends like pickleball and dragon boat racing.

For many sporting associations, the challenge lies in moving beyond a simple request for funds. Mitchell advised organisers to focus on a well-thought-out plan that aligns with a brand’s specific goals.

Key areas of focus should include:

Community Impact and Youth Development: Brands want to see how their investment helps build the nation.

Family Experience and National Pride: Creating events that resonate with a wide demographic.

Persistence and Networking: Mitchell emphasised that “making money” should not be the primary pitch; instead, organisers must leverage their networks and remain persistent to get in front of decision-makers.

Mitchell also highlighted the importance of credibility, noting that backing from the SDF or international accreditation helps legitimise a proposal in the eyes of a corporate sponsor.

A common mistake for new entities is overlooking the power of in-kind support. At Wisynco, Mitchell explained, there is a functional value in providing athletes with hydration products like Powerade and water. Starting with functional support can serve as a foundation for a long-term relationship that eventually leads to cash sponsorship.

She shared that the landscape of fan engagement is shifting rapidly, noting that while live events remain king, digital media now allows sporting bodies to reach fans anywhere via streaming. This shift necessitates content integration, such as in-studio analysis and athlete-focused storytelling.

She highlighted that while working with the Red Stripe Premier League, halftime shows, which focused on the personal journey of footballers, proved beneficial.