Sustainability And Sponsoring: Alibi? Fashion? Trend? Big Change?

Bernhard Spahni of MARTI-SPAHNI Management & Consulting Ltd shares his experience on how the priority of sustainability within sponsorship has been changing over recent times.

Sponsorship is changing. Characterized by changed values ​​among the target groups and, above all, among the companies. Corporate social responsibility and sustainability are no longer just an alibi or part of good manners. No, these topics are high on the priority list of stakeholders (investors, customers, suppliers, opinion leaders and employees).

“It wasn’t long ago that the partly artificial or better sought-after integration of a charity component was enough to give a project the desired touch of “social responsibility”.”

It wasn’t long ago that the partly artificial or better sought-after integration of a charity component was enough to give a project the desired touch of “social responsibility”. A generous donation to a charity was the greatest feeling. It was considered as exemplary and even received the status of a “charitable event”, which, for example, in the USA suspended certain corporate governance rulings. Thanks to generous donations, it was even possible to invite customers to golf tournaments.

Then came the phase of in-house projects in the social or funding area. As a further dimension of an event or an organization, additional projects were launched. Young talent projects, own foundations, projects with disadvantaged groups were created, actively promoted and staged in the media. Intensive and real, but still a side-project.

And today? The companies place high priority on the sustainability of sponsorship projects.

“The fact that a sports event that takes place every three years has become a 3-year project provides additional benefits and brings real added value to the sponsors and partners.”

For many companies, the first question we are asked when dealing with clients is: “How can we make our commitments more sustainable”. The sustainability message moves into focus, the sponsored athlete, artist, or influencer becomes a platform or messenger for these messages. The attractiveness and media presence of top events and projects are used to convey sustainable topics in a credible manner.

A good example of this is “The Ocean Race” in sailing. Their focus is on the sustainability of the world’s oceans. The organizer is committed at all levels and creates real added value, giving the basic project “circumnavigating the world” a contemporary image and attention. The fact that a sports event that takes place every three years has become a 3-year project provides additional benefits and brings real added value to the sponsors and partners. For me it is a perfect example.

So, the answer to the question in the title is clear to me: a big change is underway. The topic of “sustainability and social commitment” is moving into the center and is becoming a differentiating factor.

About Marti-Spahni:

MARTI-SPAHNI Management & Consulting Ltd is a partner-run marketing agency based in Baar, Switzerland and specializes in sponsoring, sports and event marketing. The partners have a wide range of know-how and a impressive global network in the fields of sport and culture from their global roles. Christof Marti headed up the Global Sponsorship and Events Dept. at UBS and Bernhard Spahni disrupted the sports events landscape as Global Head of Sport Event Marketing at Red Bull. 

Marti-Spahni is characterized by individual, creative and innovative as well as classic solutions for its clients. For more information, please check our website: www.marti-spahni.ch