The rise of brands like Old School, which provide alternative sports team apparel, is bringing about a shift in marketing, specifically ambush marketing in sports. media update's Joreke Kleynhans heard from Mscsports's Carrie Delaney about the current trends and what the future may hold.
Consumers are becoming more and more likely to support brands that provide stylish, affordable and less commercialised sports team merchandise.
This challenges the way that brands and sports teams have traditionally gone about sponsorships and opens the playing field to more creative sponsorships and collaboration.
Carrie Delaney had interesting insights into this topic.
The sports marketing industry has seen quite a shift, with consumers increasingly drawn to brands like Old School over official sponsor apparel. What do you believe is driving this trend?
The shift toward brands like Old School over official sponsor apparel can be attributed to several factors. Firstly, consumers are becoming more value-driven and are increasingly looking for authenticity, exclusivity and a connection to their personal identity through the products they wear. Brands like Old School often tap into nostalgia or subcultures that resonate with consumers, creating a sense of belonging and unique style that can feel more personal than official sponsor apparel.
Additionally, brands like Old School may offer a more relaxed or rebellious image that appeals to consumers who want to challenge mainstream or corporate-sponsored gear, which can sometimes be perceived as too commercial or uniform. This trend speaks to a broader shift in consumer behaviour — people want to express their individuality while still aligning with the sports and culture they love.
With culturally relevant alternatives like Old School, how do you think traditional sponsorship models in sports should adapt to maintain their value?
To maintain their value, sponsors need to collaborate with brands like Old School that have tapped into these cultural trends. For instance, co-branded collections or limited-edition merchandise could offer a way for sponsors to stay relevant, aligning themselves with the values and styles that consumers are drawn to, rather than relying solely on conventional sponsor-branded gear.
Additionally, sponsors could look at creative ways to leverage streetwear or heritage-focused brands like Old School in their strategies, ensuring they aren't just pushing traditional sponsor apparel but are actively engaging with the subcultures that shape consumer preferences. By adapting in this way, sponsors can not only maintain value but also increase their cultural relevance and consumer loyalty.
Major brands like Nike and ASICS have historically dominated as official sponsors of teams like the Springboks. What are some of the challenges these big-name brands face when smaller brands offer an alternative with similar appeal but without the sponsorship rights?
Major brands like Nike and ASICS face a unique challenge when smaller, culturally relevant brands like Old School enter the market with products that offer similar appeal but without the official sponsorship rights. While the big-name sponsors have the advantage of brand recognition and the power of their partnerships with teams like the Springboks, smaller brands are able to tap into a more niche and authentic cultural connection with consumers. These smaller brands don't have to adhere to the restrictions or formalities that come with sponsorship agreements, allowing them to create products that feel more organic and aligned with the lifestyle of their target audience.
One challenge for the big brands is that they can sometimes appear more commercial or detached from the consumer's personal identity compared to smaller brands that are seen as more 'underdog' or 'authentic.' This is especially true for younger generations who are looking for apparel that reflects their unique culture or personal style, rather than just a logo. In some cases, the absence of official sponsorship might even add a sense of exclusivity or rebellion to the smaller brand's appeal.
To address this, major brands like Nike and ASICS need to continue pushing the boundaries of innovation in their partnerships while finding ways to connect more deeply with consumer culture. This could mean creating more limited-edition products, collaborating with up-and-coming brands, or finding new ways to make their sponsor-branded apparel feel more culturally relevant and connected to the lifestyle of the fans.
The appeal of brands like Old School seems to lie in their ability to culturally connect with fans in a very authentic way. How do you predict this will change the way big brands go about sponsoring sports teams?
The rise of brands like Old School, which culturally connect with fans in an authentic way, could significantly impact how major brands approach sponsoring sports teams. If large sponsors like Nike are losing traction in terms of sales, especially when fans gravitate towards alternative apparel, the overall value of sponsorship could be questioned. Fans are increasingly looking for apparel that resonates with their identity and lifestyle, rather than simply sporting official sponsor logos. This could lead to a decline in the sales of replica jerseys, which are a key revenue stream for both sponsors and rights holders.
In addition, big-ticket sponsors like FNB, who are prominently featured on the front of jerseys, may start questioning the value of their sponsorship if fans are not purchasing the latest replica jerseys or wearing official gear. If the jerseys are no longer the focal point for fans, these sponsors might reevaluate their involvement and the return on investment they're receiving from these traditional sponsorships.
To address this, big brands may need to focus on creating more culturally relevant collaborations that speak to the fan's lifestyle and identity, not just their affiliation with the team. They could explore co-branded collections or partnerships with smaller brands like Old School to offer unique and more appealing alternatives.
Additionally, they may need to reconsider pricing strategies for supporter jerseys, potentially reducing costs to remain competitive, while finding new ways to engage with fans on a deeper, more authentic level.
Exclusivity is a major selling point for big brands securing sponsorships with popular teams. But with fans leaning towards independent brands, how do you see exclusivity as a concept evolving in the sports sponsorship world?
Exclusivity has long been a major selling point for big brands securing sponsorships with popular teams, offering the appeal of being the 'official' brand and creating a sense of uniqueness for fans. However, with fans increasingly gravitating towards independent brands like Old School, the concept of exclusivity in sports sponsorship will need to evolve.
Rather than simply relying on the traditional model of exclusivity, where one brand has sole rights to official gear and apparel, sponsors may need to rethink what exclusivity means in today's market. For example, it might no longer be enough to simply have your logo on the team's kit.
Instead, big brands could partner with independent or niche brands to create exclusive, limited-edition items or co-branded collections that tap into the cultural relevance and authenticity fans are seeking.
This would allow sponsors to maintain exclusivity in a way that feels more organic and connected to fan culture.
Moreover, exclusive sponsorships could expand beyond just product placements. We may see a shift towards exclusivity in terms of experiences, such as behind-the-scenes access, fan events, or digital content partnerships that create a deeper connection with the audience. The focus will shift from being the only brand visible on the field to being the brand that offers something truly valuable, relevant and engaging to fans, reflecting the growing trend of fandom as a lifestyle.
As fans move away from official jerseys in favour of more alternative, culturally-driven apparel, what other creative ways can sponsors engage with audiences beyond just putting their logos on merchandise or stadium signage?
As fans increasingly gravitate towards alternative, culturally-driven apparel, sponsors need to get more creative in how they engage with audiences. Simply placing logos on merchandise or stadium signage isn't enough anymore. Instead, sponsors should focus on creating experiences and content that connect with fans on a deeper, more emotional level.
One way sponsors can engage fans is by creating exclusive digital content that taps into the cultural and emotional aspects of the sport.
This could include behind-the-scenes footage, player stories, or interactive fan experiences that go beyond just the game. For example, sponsoring a documentary series that showcases the lifestyle of athletes or the community impact of sports can build a more authentic connection with the audience.
Another approach could be through unique collaborations with smaller, culturally relevant brands like Old School. Instead of just providing official merchandise, sponsors can co-create limited-edition collections that blend the sponsor's brand with the independent brand's aesthetic, creating a product that resonates more deeply with fans. This could involve pop-up shops, streetwear collaborations, or even special event activations that feel more integrated into fan culture.
Additionally, sponsors can create fan-driven experiences, such as virtual meet-and-greets, fan voting for jersey designs, or gamified fan engagement through social media challenges or fantasy sports.
By offering fans more ways to feel involved and connected, sponsors can shift away from the transactional nature of traditional sponsorships and create long-term, meaningful relationships.
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*Image courtesy of Canva