Sports Sponsorship for Manufacturing Brands: Why It’s a Smart Move
When we think of sports sponsorships, names like Adidas, Nike, and Red Bull come to mind. But nowadays, manufacturing brands such as tyre companies, steel producers, cement giants are making their presence felt on the sports field too
It might sound surprising at first. Why would a cement or tyre brand sponsor a cricket team or a football league? But when you look closely, it actually makes a lot of sense
Let’s dive into why more and more manufacturing brands are entering the sports world and what they’re getting out of it, often with the help of a sports marketing agency.
1. Why Manufacturing Brands Are Entering the Sports Scene
Traditionally, manufacturing companies focused only on B2B marketing, trade shows, industrial exhibitions, direct client meetings. But times have changed.
Today, building a strong brand is crucial even for companies that don’t sell directly to consumers. Sponsoring sports events as part of a broader sports sponsorship strategy helps these brands:
- Increase their public visibility
- Build credibility and trust
- Tap into emotions and passions associated with sports
At the end of the day, whether you’re selling shoes or steel, people remember names they see often and trust.
2. How Sports Helps Build Strong Industrial Brand Recall
There’s something powerful about seeing a brand’s logo during a match-winning shot or a last-minute goal. It sticks.
For example, MRF Tyres has been sponsoring cricket legends for years, from Sachin Tendulkar to Virat Kohli and now Shubman Gill. It helped MRF become a household name, even among people who don’t own cars.
Sports sponsorship helps manufacturing brands stay top-of-mind, not just with customers, but with the broader public and business partners. That’s the power of sports branding done right.
3. Types of Sponsorship: It’s More Than Just Logos
Manufacturing brands today are exploring a variety of brand activation formats through sports:
- Jersey sponsorship
- Stadium naming rights
- Player endorsements
- Official partnership deals
- Interactive fan activities (contests, giveaways, meet-and-greets)
They’re not just putting their names out there, they’re trying to become a part of the fan experience, often curated by a top sports marketing agency.
4. Real Examples That Made a Difference
Here are top examples that sports marketing agencies are watching in 2025:
- CEAT Tyres has been a key sponsor in IPL for years, sponsoring the “Strategic Timeout” and “Best Catch” awards. This made their brand part of cricket culture.
- BKT Tyres, an Indian tyre manufacturer, sponsors global sports events like La Liga and Monster Jam in the US, building a global image
- ArcelorMittal, the steel giant, designed the Olympic Torch for Paris 2024 using sustainable materials, blending branding with innovation and responsibility..
These examples show how industrial brands are not just slapping their logos somewhere, they’re thoughtfully aligning their brand values with sports using strategic sports marketing solutions.
5. CSR and Sustainability – Promoting Green Manufacturing via Sports
Manufacturing companies are under pressure to show they care about the environment. Sports gives them a platform to highlight their sustainability efforts:
- Tyre brands promoting road safety.
- Steel companies talking about recycling.
- Cement brands highlighting eco-friendly materials
Instead of just running dry corporate campaigns, they’re using sports partnerships to tell these stories in a more exciting and engaging way.
6. Fan Engagement and Personalization by Industrial Brands
You wouldn’t think a tyre or cement brand would care about “fan engagement” but they do. And they’re getting smarter about it.
Brands are creating interactive experiences like:
- Polls during live matches
- Contests with prizes like match tickets
- Branded “Best Moment” awards
- Digital activations with players
It’s all about building a stronger emotional connection, something a sports sponsorship agency can expertly guide.
7. Using Sports to Attract Talent and Boost Employer Branding
Another underrated benefit: employer branding.
Young professionals today want to work for companies that feel modern and dynamic. When a manufacturing brand sponsors a big sports event, it signals innovation, progressiveness, and a “cooler” work culture.
It also helps these companies attract engineers, managers, and workers who are proud to say they work there. It’s a smart sports branding approach that goes beyond just external audiences.
8. Most Preferred Sports by Manufacturing Brands
Depending on geography and audience, different sports are preferred:
- Cricket: Highly popular among Indian manufacturing brands.
- Football (Soccer): Chosen for its global reach.
- Motorsports: Especially attractive for tyre, machine, and lubricants companies.
- Olympic Sports: For brands wanting to showcase sustainability and a long-term vision.
Working with a sports marketing consultant can help identify the best fit based on brand goals
9. Challenges Faced by Manufacturing Brands in Sports Sponsorship
While sports sponsorship is powerful, it’s not always easy. Some challenges include:
- High Costs: Major sports sponsorships can be very expensive.
- Measurement Issues: It’s hard to directly track ROI (Return on Investment).
- Brand Fit: Not all sports align naturally with heavy industries.
- Short-Term Visibility: Without consistent investment, the brand can easily get forgotten.
Brands need a long-term vision and support from experienced sports activation agencies to overcome these hurdles.
10. Advantages for Manufacturing Brands Through Sports Sponsorship
When done right, the advantages are massive:
- Massive brand visibility in mainstream and business audiences.
- Emotional connect with younger audiences.
- Stronger credibility among clients and partners.
- Boost in employee pride and employer branding.
- Sustainability messaging reaching global audiences effectively.
Sports sponsorship turns “boring” industrial brands into relatable, trusted names, a transformation enabled by the right sports marketing strategy.
11. Quick Snapshot: Adidas, Puma, and BKT
Here’s a quick look at some big players making it happen:
- Adidas : Present in 160+ countries. Invested over €2.5 billion in marketing in 2023. Net profit of €610 million in Q1 2025.
- Puma : Strong in 120+ countries. Focused on football and Olympics sponsorships. Net income €305 million in 2023.
- BKT Tyres : Sponsoring La Liga, Monster Jam, and more. Expanding strongly into Europe, Latin America, and North America.
These brands exemplify the global reach and smart investments driven by leading sports marketing companies.
12. Final Thought
Sports sponsorship is no longer just about flashy ads or celebrity endorsements. For manufacturing brands, it’s about stepping into the world, showing their human side, and making an emotional connection — with customers, partners, and future employees. In the next few years, we’re going to see even more industrial brands entering sports marketing and it’s going to be exciting to watch how these brands leverage this opportunity.
