How Sports Sponsorships Can Increase Brand Trust & Credibility

Sports sponsorships in India are more than just branding opportunities—they are powerful trust-building tools. When a brand aligns with a popular sports event, team, or athlete, it gains instant credibility, wider visibility, and deeper emotional connections with its target audience.

From Hero MotoCorp’s presence in golf tournaments to Ather Energy’s push into mainstream sports, Indian brands are using sports sponsorships to reinforce their identity, trust, and credibility.

Here’s how sports sponsorships are shaping brand perception in India.

🔥 Why Sports Sponsorships Increase Brand Trust

💡 Association with Passion & Performance

Sports evoke strong emotions, and brands that sponsor sports gain positive associations with excellence, resilience, and competition.
Example: Muthoot Group’s sponsorship of Chennai Super Kings in IPL reinforced its image as a trusted, performance-driven brand.

📢 High Visibility & Mass Appeal

Events like the IPL, Pro Kabaddi League (PKL), and ISL provide brands with exposure to millions of engaged fans.
Example: Ather Energy’s investment in sports sponsorships helped boost awareness for the electric vehicle (EV) category in India.

🎯 Credibility Through Athlete & Team Endorsements

When brands sponsor sports teams or top athletes, they borrow trust and authenticity from those figures.
Example: Tata Tea’s Jaago Re campaign, tied to Indian cricket, positioned the brand as a socially responsible thought leader.

📊 Case Study 1: How Hero MotoCorp Used Sports Sponsorship to Build a Premium Brand Image

📌 Brand: Hero MotoCorp

📌 Strategy:

✅ Sponsored major golf tournaments, including the PGA Tour and European Tour.

✅ Aligned with elite, high-performance sports, reinforcing a premium brand image.

✅ Used golf sponsorships to target high-net-worth individuals (HNIs) and business professionals.

📌 Results:

✔️ Positioned Hero MotoCorp as a premium motorcycle brand beyond mass-market appeal.

✔️ Strengthened brand association with precision, innovation, and luxury.

✔️ Increased engagement among affluent customers, a key segment for its high-end bike models.

📊 Case Study 2: How Ather Energy Used Sports Sponsorship to Mainstream EV Adoption

📌 Brand: Ather Energy

📌 Strategy:

✅ Invested in sports sponsorships targeting younger, urban audiences.

✅ Used IPL partnerships and regional sports sponsorships to build brand awareness.

✅ Focused on performance and sustainability messaging, linking EVs with modern sports culture.

📌 Results:

✔️ Helped establish electric vehicles (EVs) as mainstream rather than niche products.

✔️ Strengthened brand recall among young, tech-savvy, and eco-conscious consumers.

✔️ Positioned Ather Energy as an innovator and industry leader in the Indian EV market.

📢 How Indian Brands Can Leverage Sports Sponsorships for Trust & Credibility

🔹 Align with the Right Sport & Audience

Different sports attract different consumer segments. Golf, cricket, football, and kabaddi sponsorships cater to unique demographics.
Example: Amul’s long-term sponsorship of the Indian contingent at the Olympics & Commonwealth Games reinforced its patriotic and health-conscious brand identity.

🔹 Use Athlete & Team Endorsements Strategically

Partnering with the right team or athlete creates stronger consumer trust.
Example: BYJU’S leveraged its sponsorship of Team India (cricket) to position itself as a leader in education technology.

🔹 Go Beyond Logo Placements – Engage Fans Digitally

Sponsorship should extend into social media, OTT ads, and digital fan engagement for maximum impact.
Example: Tata IPL sponsors used interactive ads and second-screen engagement to create memorable experiences beyond TV spots.

🚀 How UNPAUZED Can Help

At UNPAUZED, we specialize in helping brands maximize their sports sponsorship investments.

✔️ Find high-impact sponsorship opportunities with teams, leagues, and athletes.

✔️ Develop digital-first sponsorship activations that engage audiences beyond traditional branding.

✔️ Leverage sports sponsorships for long-term brand credibility and ROI.

Want to build trust through sports sponsorships? Let’s craft your winning strategy—talk to us today.