Youth sports uniforms are where brands want to be.
That is one of the big takeaways from the new Priority Partnerships Youth Sports Sponsorship Study, which was published Wednesday.
The report is a partnership between Priority — a Portland-based sponsorship company specializing in youth sports — and YouGov Sport. You can find the full study here.
Some highlights:
Youth sports tops all marketing channels: 68% of respondents said they are likely to build trust with a brand that sponsors their child’s youth sports program. That is about 20 points better than college and pro team sponsorships and TV/streaming commercials and nearly 2x more impactful than influence posts and out-of-home signage.
Uniforms are big: 76% of parents said they would view a brand that sponsors their child’s uniform as “a good community partner” and 77% would be more likely to remember their kid’s uniform sponsor than the brand that sponsors the uniform of a pro team they follow. And 64% said they would notice the sponsor’s brand more often elsewhere, including in advertising and stores.
Being an ‘official partner’ matters: 71% of parents say they would consider a brand when they need what it sells if it was endorsed by their youth sports program. Parents’ feelings about those brands also outpace feelings about official partners in pro sports by double-digits in most areas.
Big impacts with younger families: Parents ages 25-34 are particularly responsive to brand sponsorships in youth sports.
77% likely to trust a brand
77% will go out of their way to buy from a sponsor
75% will try a company they’ve never used before
74% will join loyalty/reward program
68% will share email
But you have to sustain it: 70% of younger parents say they are likely to view a one-season sponsorship as “just trying to sell me something.” That view is 63% among parents ages 35-44 and just 49% among parents ages 45-54.
The big picture: 63% of all parents said they "would go out of their way to buy from a brand that sponsors their child’s sports program when they need what it sells."
Some other notable figures from the survey:
65% said national brand feels local with youth sports sponsorship
64% more likely to trial brand that sponsors youth sports
78% of parents will redeem brand discount/offer sent through child’s program
62% will join brand sponsor’s loyalty/rewards program
We are going to catch up with Priority president Dan Scheinman later this week and should have more in Friday’s send.
🤳 Follow Buying Sandlot And Buying Media Group
Follow, connect, and partner with Buying Media Group — going deep on the business of sports.
Follow Buying Sandlot on social:
Connect with us on LinkedIn:
Sponsorship Inquiries: