For top-tier soccer players, international tournaments are one of the strongest ways to leverage their exposure for brand purposes.

With the majority of national team tournaments broadcast on free-to-air television by design, it allows fans and viewers who may not subscribe to costly pay-TV packages or follow other countries’ domestic leagues the chance to see players they may not usually every two to four years, resulting in tremendous popularity and viewership figures that outstrips even the elite international club competitions such as the UEFA Champions League.

One prominent example is the quadrennial UEFA European Championship, which most recently took place in June and July in Germany and drew massive audiences throughout the continent.

The competition is European national team soccer’s biggest showpiece, and second only to the FIFA World Cup in terms of visibility for the participating countries. This affords businesses in each of the 24 participating countries a chance to supercharge their exposure through targeted player partnerships.

With the Paris 2024 Olympic Games now getting underway, partnerships still play a major part with high-profile stars from the worlds of athletics, tennis, soccer, and more all ready to bring their personal brands and portfolio of sponsors to the games with them.

In between the athletes looking to grow their profiles and the businesses looking to capitalize on public interest are the agencies that broker the deals and facilitate the relationships. One of the most prominent global sports and entertainment agencies is CAA, which represents high-profile athletes, managers, personalities, and more from across the world of sport.

Amid a summer of sport that has drawn substantial consumer interest in the likes of Euro 2024, Copa America, and now the Olympics, CAA Sports head of international talent Roman Di Somma explains to Sportcal (GlobalData Sport) how these talent partnerships come about, the dynamics of the talent sponsorship industry, and why these showpiece sporting events are a major magnet for partnerships.

What makes major tentpole events such as the UEFA European Championship so attractive to businesses looking to partner with talent? 

The UEFA European Championship is one of the most prestigious events in the global sporting calendar, and one of the most exciting to follow as a fan. Whether you support a football club during the domestic season or not, as football’s popularity continues to surge worldwide, reaching far beyond the traditional football fan, UEFA Euro 2024 showed the world how it can unite countries and bring people together for a momentous occasion.

The tournament provides brands and businesses an opportunity to engage with millions of people from diverse backgrounds via live television broadcasts, in-person, or talent-led activations, which is one of the most powerful ways to create an emotional connection with their target audience.

What do businesses look for when choosing the right ambassador?

While each business and its objectives vary, some may look for an ambassador who will garner the largest possible reach, capturing multiple audiences and increasing their overall brand awareness. Others may look to align their values and mission with talent to curate bespoke content to smaller but more engaged audiences.

We explore every viable option for brands and businesses when brokering a partnership agreement. Ambassador campaigns can be an incredibly successful and cost-effective tactic for brands looking to be part of the conversation at a tournament like UEFA Euro 2024 without being a central partner.

Conversely, what do ambassadors look for when partnering with brands, is it purely revenue-driven?

Talent need to be measured in who they partner with and how the brand aligns with their personal goals and objectives. Positive brand association and the quality of a business and campaign matters to players more now than ever and we are seeing many athletes steer clear of generic product-led campaigns in preference of more thoughtful brand-led partnerships.

How much value do brands place in on-site activations vs content creation?

With regards to talent ambassador campaigns, we see greater value and assets put toward content creation and above-the-line media spend, followed by on-site activation or fan engagement. This is different than a centralized sponsorship agreement, where on-site activation, signage, and in-stadia assets are more prevalent.

Do brands prefer short-term tactical partnerships or long-term associations with talent? What’s the difference?

We find that brands see a lift in the value and ROI (return on investment) of a partnership with long-term athlete associations. A six-month partnership might take three months to put together all the campaign assets and three months to create the spike in interest. In some cases, this may be all that a brand wants, and they are satisfied with the outcome.

Long-term partnerships allow time for multiple campaigns, all building together to create a lasting association, which grows as the brand and ambassador’s audience is enriched. In time, the two – brand and athlete - become synonymous with each other, and significant brand awareness and brand equity are achieved.

What are the future challenges and opportunities for the sports sponsorship industry?

Every business is adapting to the ever-changing economic landscape and the effect this has on sponsorship revenue invested into the industry. One of the biggest opportunities is connecting with new and younger audiences, by adapting the platforms and tools to fight for their attention in a crowded marketplace.

No matter how the landscape shifts, athletes will always be ideal role models to educate and inspire younger generations and sport will remain one of the most significant platforms to entertain and engage with the mass market.

How did the use of talent at Euro 2024 differ from EURO 2020?

It was very similar in most ways, with the biggest on-field names securing either the greatest number of partnerships or the most financially lucrative deals. The main difference is the shift in talent wanting to be part of authentic content creation. It is becoming increasingly rare for a brand to give a player a script to read for an advert without consultation, involvement, and work from both sides to agree on what will work for the partnership to succeed.

We have also seen a full return to the value of in-person appearances. There is nothing like the star power, connection, or affinity a top athlete can bring to an appearance or experience for brands.

How do you see the ambassador market changing over the next five years? Increasing, decreasing, or stable? Why?

There is nothing like sport. In a world that is becoming more fragmented, sport offers brands an opportunity to connect with their audience, enabling them to see real dreams come true. Ambassadors can seem unattainable to the public, but also relatable, if presented correctly through partnership.

Since football and many other sports continue to grow, so will the ambassador market. Sport is measured by value on the field, there are no politics or shortcuts, it is performance-led; and if an athlete performs well, they win. This authenticity is what the younger generations are looking for, and it is what drives their purchasing decisions. Sport will always be a unique platform for brands to tap into these values and tell their own narrative.