Why brands must leverage unique athlete collaborations for greater returns

Delhi: In a world where brand partnerships with athletes and sports personalities have become the norm, one might wonder: are there still untapped opportunities waiting to be discovered? 

Harshil Karia,  MD and Founder, Schbang, believes that as companies strive to align themselves with the world of sports, a deeper exploration reveals potential avenues yet to be fully explored. It's not just about endorsements and sponsorships, it's about building integrated partnerships that resonate deeply with audiences. 

What lies beyond the obvious and what hidden gems in the realm of athletics are waiting to be unearthed? 

On being asked about his performance at the Winter World Master Games 2024 and its influence on the perception and acceptance of winter sports like ice skating in India, especially in the context of sports marketing where cricket traditionally dominates, Vishwaraj Jadeja, India's fastest long-distance Ice Skater, said, “It's mostly a story about a journey, with achievements being a natural outcome of it. The journey began around 2020, four years ago, when I won four medals at an event. Since then, I have realised there's potential here for growth. To enhance it, I sought support from brands, companies and individuals, and I have come this far without any major backing.”

“I thought, what if I could secure more support? What's the next step? It was time to figure it out. As I pursued this, engagement with companies happened organically. I have a story to share that can impact not only me but also the brands’ customers, making it a mutually beneficial journey,” he added. 

Additionally, Jadeja emphasised that India, with its billion-strong population, offers countless opportunities for engagement. He described his initiative to establish a mentorship program, aiming to mentor 20 children over the next eight years. 

These children, scouted between the ages of 10 and 12, will be guided through various winter sports endeavours. As they achieve success, they will inspire others, creating a ripple effect of positive impact. Jadeja believes that brands will see value in long-term associations with these young athletes.

Furthermore, Jadeja also provided insights into the marketing and branding strategies that have proven effective in showcasing his journey and accomplishments to a broader audience. 

“For me, it was all about the storytelling. For instance, when I go to Ladakh to ice skate on a frozen lake or river, certain brands partner with me to have their logos on my clothing. This simple act allows us to integrate these brands into the storytelling process. We can then communicate how they are associated with me and how their support has contributed to my improvement and progress,” he added. 

Meanwhile, Karia said that Jadeja’s story is a brand story waiting to happen for a large brand to partner with because if one thinks about the landscape, India has never won a Winter Olympics medal. 

“For the last few weeks, Jadeja has been deliberating on how to make sure that we get that first winter medal in the Olympics for India, so that's his story. So, if there is a brand who is willing to partner on this ambitious journey then he is the right partner for that. A real big integrated partnership is waiting to happen,” Karia stated.

On being asked, in what ways Jadeja's journey and achievements in ice skating resonate with the current trends and values that brands and audiences are seeking in sports marketing, he said that this is something new and niche. 

"It was once beyond my imagination. But now, with the inclusion of ‘Khelo India Winter Games’, where my poster is being used, things have changed. I was surprised to see my poster being used to promote the event. It made me realise that such opportunities exist. If you had asked me five years ago, I would have thought it impossible. Now, I see some solutions that can have an impact. Brands are receptive to them. We just need to package and sell them effectively," he added. 

Moving on, Karia explained how the digital revolution is shaping the future of sports marketing in India, and what innovative strategies are advertising firms adopting to engage with fans and consumers through digital platforms. 

“We are witnessing an intriguing shift in communication dynamics. What used to be merely the utilisation of celebrities or sports personalities in communication has now become more experiential. A recent example of this is the activation of Britannia 50-50 Sport Umpire. This involves a unique integration on Google Pay, offering the audience an opportunity to participate as the fourth umpire,” Karia said. 

“After every payment they made on Google Pay, depending on the situation, they could give their umpiring decision, and if it was right, they could collect further points. Eventually, people went to see the World Cup via this. Similarly, Britannia Bourbon had an on-pack activation during the football World Cup. Currently, Tata Glucoplus is conducting an activation with Lionel Messi and the Argentine team, emphasising fan engagement through digital activation. This trend of making fans part of the experience is increasingly common in marketing strategies,” he added. 

Furthermore, Karia highlighted that some of the best efforts to enhance fan engagement are happening among IPL teams. They are at the forefront of this. 

“They tackle real challenges, provide behind-the-scenes access, feature player takeovers, and make fans feel like part of the team. They offer exclusive collectibles and generate revenue through merchandise. These initiatives often involve creating first-party data pools used for smarter marketing campaigns,” he said. 

In conclusion, Karia said, “ Jadeja and Winter Sports present an untapped opportunity for brands. Moreover, offbeat associations, once seen as unconventional, such as WPL, now drive significant ROI and value. Similarly, eSports, though unconventional, offer promising opportunities.”