The Role of Sponsorship and Branding in Sport

Syzmik shook it up in 2023 by partnering with the legendary PremiAir Racing team.

PremiAir Racing is the newest team on the block to enter the Supercars competition. It’s located in the state of exhilaration, the Gold Coast (home to the tallest and fastest thrill ride in the Southern Hemisphere, The Giant Drop). This once-in-a-lifetime partnership has allowed Syzmik to go behind the scenes in what is truly an unbelievable sport.

While the Syzmik team got to experience first-hand the amazing teamwork taking place behind the scenes, we also got to see the impact of branded uniforms and the role it plays for both businesses and sporting teams. We spoke with PremiAir Racing’s Partnership Manager, Hayley Tyrell, to discuss branding and its significance in her industry.

Syzmik: Branding and sponsorship play a significant role in the racing industry. Could you tell us why they are so important for PremiAir Racing?

Hayley: PremiAir Racing is one big family and a very tight-knit team. We work with partners that align with our team's values and morals. Branding is a very important aspect of racing, and we are very proud to carry our partner logos across the cars and our team uniforms. We see our partners as part of the family. We are not only representing PremiAir Racing, but we are representing all our partners when we wear their brand.

What is the value of working with partners and sponsors?

Without partners, we couldn’t keep racing. We are a business and provide entertainment. We would not be able to do what we do without the support of all our amazing partners. Showcasing each partner’s products, how we utilise these and why they are so important to the team is most important to us, not only on track but in the workshop and day-to-day.

What is it about the Syzmik range that works so well for the PremiAir Racing team?

The Syzmik range is durable, of the highest quality and, most importantly, comfortable. The PremiAir Racing team are working in tough conditions, under cars and in pit lane. The Syzmik range is very comfortable, which is extremely important when the team are laying under cars to get the job done, and the high-quality material means the garments last the distance just like the cars need to in the races.

What's the value of having sponsors printed on garments?

Supercars are televised worldwide, with interviews taking place and TV cameras in our Nulon Racing Garages at every event. The exposure our partners receive from being on our team uniform is huge. We are also very proud to showcase our partners on our garments, as without them, we couldn’t keep racing. Across 2022, Supercars was viewed by 7.4 million fans nationally alone. This is a huge reach to showcase our team and valued partners.

What is your favourite part of working with a diverse range of partners?

Our goal with partners is to tailor each contract to ensure we have a successful partnership. Each contract is specially designed to the partner’s needs to help their business grow and develop. Every partner is after a different experience with the team, and we enjoy bringing these concepts to life. Working with our partners and making memorable experiences on and off track is what we love the most.

The role of sponsors in national and international sporting teams

After talking with Hayley, it got us reflecting on the significance of sponsors in sporting competitions and – let’s face it – they’re everywhere. Think about your favourite sport – team or individual. Now, think about what the athlete is wearing. More than likely, there will be multiple sponsors emblazoned across their uniforms. Any equipment they use also generally features a sponsor logo – even what the coaches are drinking in their press conferences is done strategically as a brand placement.

Some of the other significant reasons for sport sponsorships include:

Developing trust

One benefit of sports sponsorship is developing trust with your target audience. By sponsoring or partnering with another highly trusted brand or athlete, your business automatically gains credibility. However, it’s important to remember that this goes two ways. If there’s a scandal within the sport that involves who you’re sponsoring, your image can take a hit. We all remember the Tiger Woods incident from years back (you know, the car crashing, cheating, reputation-ruining ordeal?). Not only did it impact Tiger’s reputation, but his sponsors took a huge hit too. One study showed that his top five sponsors lost 2-3 per cent of their aggregate market value after the incident, and his core sports-related sponsors lost over 4 per cent.

Building brand awareness

Sponsoring or partnering with a sports team is a great way to build brand awareness. This goes for local and international sports. For example, a small real estate agent probably won’t have it in their best interests (or budget) to sponsor a major sporting team. However, they can benefit from sponsoring their local football or rugby team, which plenty of parents and similar audiences will see.

Market to a new geography

While sponsorship is great for local businesses wanting to crack the local market, it also allows companies to reach a new geography. The pandemic ultimately forced many businesses to adapt to online ways of working, causing a pivot in how they work.

Increase in sales and web traffic

Another benefit of sports sponsorship is the sales and web traffic it can generate. While it’s not guaranteed, having your branding splashed across a sporting event gives you the opportunity to reach an audience you don’t usually. For example, by sponsoring your local footy team, you may reach an audience who are looking for a local business that offers your services.

Talking with Hayley from PremiAir Racing has signified how important branding is for major sporting events like the Supercars. From a local level, branding and sponsorship provide plenty of opportunities for businesses to reach new audiences and advertise their services.

This racing season, Syzmik is a proud sponsor of PremiAir Racing. Follow along their journey via their Instagram page.