Sports sponsorship is an important aspect that boosts sports and ensures that there is an achievement of success in revenue collection while at the same time, maintain the sporting talent in the environment. An example of a company that has entered into sports partnership is Adidas company and football teams. Furthermore, the company, Adidas, has entered into a partnership with Lionel Messi, a global football star. Information from the sport journal indicates that during the World cup in 2014, Adidas sponsored both teams that reached the final stage, which was Argentina and Germany ( Badenhausen, 2017) . After the World Cup, Adidas continued with a partnership with football players by branding their clothes and apparel that these professional football players are using in the sports.
The sports c9ompany might have used the accountability mechanisms to sponsor sporting teams and individual players. Accountability is a process where the sporting company identifies desired outcomes and even setting targets in the sponsorship deal that is realistic to achieve (Sports Business Daily, 2014). Furthermore, through the use of accountability mechanisms, it becomes easier for the company to track performances against the laid down metrics of measurements. Adidas used accountability processes to sponsor Lionel Messi and other football teams (Aksharit. 2019). The strategy used in identifying the sponsors would be the reputation and preference strategy. Adidas had the intention of achieving brand association not only with the football teams but also with the football players. The sports property ventured on preference method because of the loyalty and good reputation they intended to achieve from the sponsorship deals.
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I believe that the sponsorship deals between Adidas Company and Lionel Messi, as well as other football teams, are in the best interest of both parties. For Adidas, the company will reach out to other consumers who will purchase their products, and such s apparel and clothing. Hence, the company will generate revenue. On the other hand, the sports partners who are part of the deal will get garments that are durable and which they can use in advancing their football careers.
References
Aksharit. (2019). Current Endorsement Deals in Lionel Messi’s Kitty. Retrieved from: https://aksharit.org/2019/07/11/endorsements-deals-sponsorships-lionel-messi/
Badenhausen, K. (2017). Nike Pitchman Ronaldo Creates $216M In Value For Adidas; Messi Sends $111M Back To Nike. Retrieved from: https://www.forbes.com/sites/kurtbadenhausen/2018/06/08/nike-pitchman-ronaldo- creates-216m-in-value-for-adidas-messi-sends-111m-back-to-nike/#780a135d32f6
Sports Business Daily. (2014). Level of accountability separates sports marketing by objectives. Retrieved from: https://www.sportsbusinessdaily.com/Journal/Issues/2014/04/28/Opinion/From-the-Field- of-Marketing.aspx
