This is the second of a 2-part series of guest posts by Nikhil Bardia, Head of RISE Worldwide Limited. RISE is one of India’s largest independent Sports, Lifestyle, and Entertainment companies, offering a comprehensive suite of services across Sponsorship Consulting, Athlete Management, Marketing and Media Rights Management, Sports Broadcast Production, Licensing, and Event Implementation.
In Part 1, Bardia wrote about “The Art and Science of Athlete Branding,” focused on RISE’s approach to building athlete’s brands. Here in Part 2 he shifts his focus to brand sponsors and the RISE approach to developing and launching effective partnerships.
Sports sponsorship and marketing have evolved significantly over the past decade, both globally and in India. At RISE Worldwide, we approach sponsorship not just as a means for brands to gain visibility but as a strategic engagement tool that creates meaningful connections between brands, athletes, teams, and fans. Our focus is on ensuring that every partnership delivers value beyond just a logo placement.
The Shift from Traditional Sponsorship to Experiential Engagement
In the past, sports sponsorship was often limited to putting a brand’s logo on a player’s jersey or a stadium billboard. While visibility remains important, the most successful sponsorships today are those that create immersive fan experiences. Brands are no longer satisfied with passive placements; they want to be actively involved in the fan journey.
We work with brands to craft tailored sponsorships that drive engagement. Whether it’s through interactive social media activations, athlete-led content, or live event experiences, we ensure that brands connect with audiences in a way that resonates. The goal is not just visibility but engagement—ensuring that fans see a brand as an integral part of their favorite sport rather than just another advertiser.
Aligning Sponsorships with Brand Objectives
Every brand has different objectives when it comes to sports marketing. Some brands seek high visibility, others want deeper engagement, and some prioritize aligning with a sport or athlete that matches their brand identity. At RISE Worldwide, we begin each sponsorship discussion by understanding the brand’s core business goals.
For example, a fitness and wellness brand may benefit most from sponsoring an athlete with a strong health-focused brand identity, such as a Hardik Pandya or a Jasprit Bumrah. Meanwhile, a mass-market consumer brand might find greater value in associating with an IPL team that offers wide-reaching engagement. Our role is to find the perfect match and structure deals that ensure maximum return on value for both stakeholders.
Beyond Cricket: Expanding Sponsorship in Other Sports
While cricket dominates the Indian sports landscape, there is an increasing interest from brands to diversify their sponsorship portfolios. We have seen growing investment in sports like football, kabaddi, and Olympic disciplines.
For instance, our work with BKT, a global tire company, involved identifying sports assets beyond cricket that aligned with their brand values. Their involvement in multiple sports, including rugby, football, and even curling, allowed them to expand their global footprint and target varied demographics. Similarly[NR(W1] [NR(W2] , brands like Puma and Red Bull have successfully associated with emerging sports such as running, extreme sports, and even esports.
Creating Long-Term Partnerships, Not One-Off Deals
At RISE Worldwide, we emphasize the importance of long-term partnerships over short-term sponsorship deals. While one-off sponsorships can generate temporary exposure, sustained brand equity comes from multi-year associations.
Long-term partnerships also allow brands to develop deeper connections with fan communities. Whether it’s through exclusive events, behind-the-scenes content, or community-driven initiatives, we ensure that sponsorships are built to last.
The Rise of Digital and Data-Driven Sponsorships
Digital transformation has significantly impacted sports sponsorship. With social media and streaming platforms becoming primary sources of sports consumption, sponsorship strategies have shifted toward digital-first approaches.
Brands now expect measurable impact from their sponsorships, which is why we incorporate data analytics to track engagement, reach, and brand sentiment. Using advanced digital metrics, we assess which sponsorship activations generate the highest return and refine strategies in real time.
For instance, brands now prefer to invest in athlete-led social media campaigns rather than traditional print or TV ads. Digital sponsorships allow for direct engagement with fans, with personalized messaging, influencer-driven campaigns, and content marketing all playing key roles in today’s sponsorship landscape.
Sponsorships as a Tool for Growing the Indian Sports Ecosystem
Beyond commercial objectives, sponsorships play a crucial role in growing Indian sports as a whole. By investing in leagues, teams, and athletes, brands are not just promoting themselves but also helping develop the infrastructure and popularity of various sports in India.
A prime example is the role of private sponsorship in India’s Olympic success. Over the past decade, we have seen corporates invest in Indian athletes, leading to better training facilities, international exposure, and overall improved performances on the global stage.
At RISE, we encourage brands to see sponsorships not just as a marketing tool but as an investment in the future of Indian sports. By aligning their brand with the right properties and athletes, companies can make a meaningful impact while also achieving business success.
Conclusion
The business of sports sponsorship and marketing is more dynamic than ever. Brands no longer just want exposure—they want engagement, authenticity, and a strong emotional connection with sports fans that brings value. At RISE Worldwide, we help brands navigate this landscape by creating meaningful, long-term sponsorships that benefit both the brand and the sport.
As India’s sports ecosystem continues to evolve, the role of strategic sponsorships will only grow in importance. By leveraging data, digital platforms, and immersive fan experiences, we are redefining what it means to be a sponsor in sports and drive objective-driven partnerships.
