How More B2B Companies Are Investing in Sports Sponsorships

Megh Gupte
May 27
2 min read

🏆 Introduction: The Strategic Shift in B2B Marketing

Sports sponsorships have long been dominated by B2C brands chasing mass awareness. But a new class of sponsor is emerging—the B2B enterprise.

From IT consulting firms to fintech disruptors, more B2B companies are now viewing sports sponsorships not as vanity plays, but as strategic investments in brand authority, client relationship-building, and trust generation.

As RTR Sports notes, sports partnerships are evolving into powerful B2B tools for positioning and lead generation—especially when combined with digital amplification and ROI measurement.

Handshake between business leader and sports team rep in a stadium, representing B2B sports sponsorship.

📢 Why B2B Brands Are Turning to Sports

What’s driving this shift? Several key factors:

Targeted Audience Access: Sports like Formula 1, golf, and Premier League football attract a high concentration of business decision-makers. As reported by the Financial Times, fintech companies are increasingly using sponsorships to get in front of CFOs and C-suites.
Credibility at Scale: Sponsorships provide a credibility halo that no cold email or banner ad can match. Being seen next to elite sports teams reinforces trust and perceived size.
Emotional StorytellingB2B marketing is often dry—sports provide a chance to tell stories that resonate emotionally. As SportQuake explains, sponsorships let brands tap into passion, identity, and community.
Access to High-Value Hospitality: Many deals come bundled with executive access to events—ideal for client entertainment, networking, or deal-closing.

📊 Case Study 1: Cognizant’s Formula for Global B2B Visibility

📌 Brand: Cognizant 📌 Strategy: Sponsored the Aston Martin F1 Team, PGA Tour, and LPGA Tour—mixing global reach with decision-maker access. 📌 Results: Boosted brand salience in North America and Europe, opened CXO doors, and strengthened enterprise brand equity.📖 Read more

📊 Case Study 2: Eleven Sports Media’s SME Power Play

📌 Brand: Eleven Sports Media 📌 Strategy: Enabled SMEs to sponsor stadium LED boards, fan engagement content, and local activations across EPL and SPL clubs. 📌 Results: Democratized access to sports sponsorships, helping B2B SMEs earn trust and visibility in their regions.📖 Read more

📢 Best Practices for B2B Brands Entering Sponsorships

To maximize ROI in this space, B2B companies must move beyond logo placement:

Choose ICP-Relevant Properties: Your target audience should shape your sponsorship decisions—finance buyers ≠ manufacturing buyers.
Integrate Digital and Offline: Extend the story across LinkedIn, email, YouTube, and performance media—don’t silo your sponsorship.
Track Real Business Impact: Use dashboards, CRM tagging, and brand lift studies like those discussed in RTR Sports’ playbook to move beyond vanity metrics.
Tell an Authentic Brand Story: Use sponsorships as a platform for mission-led storytelling, not just impressions. As seen in the World Cup strategies, emotion drives memory—and B2B is no exception.

🚀 How UNPAUZED Can Help B2B Brands Win in Sports

At UNPAUZED, we work with forward-thinking B2B companies to strategically leverage sports sponsorships. Our approach includes:

Property Identification & Alignment: Based on your industry, ACV, and buying committee profile
Integrated Campaign Strategy: Combining on-ground presence with digital performance
ROI Measurement Frameworks: Attribution, brand tracking, and stakeholder impact assessment

Whether you’re exploring global platforms or grassroots sports for regional wins—UNPAUZED helps you sponsor smart.