Every great sponsorship tells a story. And in the Middle East today - where sports investment is accelerating at an unprecedented pace - brands have an extraordinary opportunity to turn partnerships into powerful narratives that engage fans and deliver real business impact.
As a sponsorship professional working with brands on strategy and activations, I’ve also seen the other side of the coin: the cautionary tales. One of the most notable is the downfall of online car retailer Cazoo, which went from a multibillion valuation to liquidation in just a few years. A recurring theme in its collapse was heavy, unfocused spending on sports sponsorship. The company signed multi-year contracts across football, racing, golf, and more, but failed to invest in meaningful activation or storytelling.
The result: visibility everywhere, but impact nowhere.
For brands in the Middle East - where the Roshn Saudi League (RSL) is now broadcast in 130+ territories and sponsorship opportunities are expanding rapidly - the lessons are clear. Many clubs already carry dozens of logos (over 140 brands sponsor RSL clubs), yet only a handful of partners - Savvy, Qiddiya, flynas, Red Bull Mobile, Tawuniya, Riyadh Bank (some of whom we proudly work with) - consistently activate well and show tangible returns.
So, how can brands avoid falling into the trap of “logo wallpaper” sponsorships and instead build lasting impact? The answer lies in turning sponsorships into stories fans want to be part of. Below are four principles we focus on - approaches that have helped us deliver strong results and award-winning work for our clients.
Sponsorship is powerful for creating credibility and salience, but it rarely converts directly. Results come through repeated exposure and reinforcement across channels. If immediate sales are the goal, sponsorship must be paired with tactical tools like hybrid campaigns or targeted promotions. The real work begins after the contract is signed - activation is the key to achieving objectives.
Takeaway: Use sponsorship to build long-term equity, and connect it with other channels to drive short-term results.
Signing a shirt-sleeve deal is easy - making it matter is hard. The real value of sponsorship lies in storytelling, fan experiences, and authentic engagement. Sponsorships can generate huge awareness, but their power lies in creating interactions that are memorable and relevant. Without that deeper connection, a sponsorship becomes an expensive billboard with little influence on behavior.
Takeaway: Activation is the work that starts after the contract is signed. Always ask: How will this partnership come to life for fans?
Counting impressions or “exposure value” is not enough. Sponsorship ROI should be measured through uplift in awareness, intent, loyalty, and, in some cases, direct sales. For example, our work with Qiddiya - tracking the rise in intent to visit following Al Hilal and Al Nassr activations - demonstrates the value of data-driven measurement. Evaluating returns requires multiple data points and a mix of behavioral metrics. And sometimes, the most valuable ROI is intangible: building credibility, emotional connection, or national pride.
Takeaway: Define objectives and key results from the outset. Know what success looks like - whether it’s brand health, trial, or conversion.
Too often, brands pour the entire budget into rights fees and leave little for engagement. Smart sponsors allocate equal - or greater - spend on activations: content, experiences, data capture, fan access, and digital integration. The ratio will vary by industry and property, but the principle is clear: if you can’t afford to activate a sponsorship, you can’t afford the sponsorship.
Takeaway: Budget for activation at the outset and ideally be prepared to spend more on it than on the rights.
To conclude - done right, sponsorship is not a cost - it’s a catalyst. The best marketing tool to turn exposure into equity, and logos into loyalty - through stories target audience remembers.
If you’d like to discuss how to develop a strategy and activate your brand sponsorships, feel free to reach out to me at mary.kokaia@oneelevate.com.
