The Rise of Dual Sponsorship: A New Era for Sports Partnerships
The intersection of elite sport and logistics is deepening, with companies like Seko Logistics leading the charge in a new era of sponsorship. This isn’t simply about brand visibility; it’s about forging deeper connections with communities and driving tangible business impact, as evidenced by Seko’s innovative ‘dual sponsorship’ model with Rangers Football Club.
From Logistics Support to Strategic Partnerships
Historically, logistics firms have supported sports teams by streamlining operations – reckon Castore kit deliveries or Canyon bicycle transport for cycling teams. However, the relationship is evolving. Companies are now recognizing the value of direct brand association through sponsorship, leveraging these partnerships to build brand equity and connect with target audiences.
Seko Logistics and Rangers FC: A Case Study in Dual Investment
Seko Logistics’ partnership with Rangers began in 2021 as a logistics partnership, evolving to include back-of-shirt branding on the men’s first team kits. In 2024, Seko expanded its commitment to include the Rangers Women’s team, renewing those expanded terms for the 2025-26 season. This ‘dual sponsorship’ signifies a commitment to equal support for both teams, a strategy Seko believes drives brand equity and delivers business results.
Addressing the Funding Gap in Women’s Soccer
Sponsorship is increasingly vital for women’s soccer, particularly outside of top-tier leagues. Unlike established men’s leagues, women’s soccer often operates at a loss, relying heavily on sponsorship to cover operational costs, invest in academies, and develop facilities. As Donald Gillies, Rangers Women and Girls managing director, stated, sponsorship isn’t merely a “nice-to-have” but a “structural part” of the club’s development.
Beyond Branding: Community Engagement and Purpose-Driven Sponsorship
Seko’s approach extends beyond simply placing a logo on a jersey. The company actively seeks to create community-led narratives, such as discussions with the Rangers Women’s Football team to understand the impact of sponsorship on the team’s structure and future generations. This focus on purpose-driven sponsorship resonates with audiences and aligns with Seko’s values of fairness and inclusion.
Commercial Benefits and Activation Strategies
The dual sponsorship model offers Seko diverse commercial benefits, including corporate box access, client networking events, and enhanced brand awareness. Activation strategies are generally consistent across both teams, but tailored approaches are employed when appropriate, such as highlighting the women’s team during International Women’s Day.
A Call for Equal Investment
Seko views its dual sponsorship as a model for other brands to follow, advocating for equal investment in both men’s and women’s teams. The company believes this approach not only aligns with values of gender equality but as well taps into a different demographic, attracting families and fans who appreciate the accessibility and role model status of women athletes.
The Future of Sports Sponsorship: A Shift Towards Purpose
The trend towards purpose-driven sponsorship is likely to continue, with brands increasingly seeking partnerships that align with their values and contribute to positive social change. Logistics companies, with their global reach and operational expertise, are well-positioned to play a leading role in this shift, providing not only financial support but also logistical solutions that help teams and organizations thrive.
Frequently Asked Questions
- What is dual sponsorship? Dual sponsorship involves a brand investing equally in both the men’s and women’s teams of a sports organization.
- Why is sponsorship important for women’s soccer? Sponsorship is often crucial for covering operational costs and investing in the development of women’s soccer programs.
- What are the benefits of purpose-driven sponsorship? Purpose-driven sponsorship builds brand equity, resonates with audiences, and aligns with a company’s values.
- Is Seko Logistics the only company using this model? As of now, Seko Logistics is the only known company employing a dual-brand sponsorship of a football club.
Pro Tip: When evaluating sports sponsorships, consider the potential for community engagement and the alignment of values. A genuine commitment to the team and its fans will yield greater returns than simply brand exposure.
What are your thoughts on the future of sports sponsorship? Share your insights in the comments below!
