Sports Sponsorship and Brand Image 

Many sports teams or sports leagues have sponsorships from various businesses. For example, Samsung is sponsoring England Premium League team Chelsea and Nike sponsors Manchester United Club. As we can see, Nike is closely related to sports but Samsung seems to have less relation with sports. But many global businesses support sports clubs or the leagues. What’s the point of doing this?

Scotia Bank is going to sponsor National Hockey League in 2013 winter as the hockey season is coming towards. Scotia bank’s new line of debit card will be featured in the every 30 teams’ logo.

These correlations are expected to create huge benefits to both NHL and Scotia Bank. Firstly, Scotia Bank will be exposed to the hockey fans and hockey is quite famous sports in Canada. This will allow them to have positive and friendly brand image. Also using Scotia Bank’s card allows hockey ticket buyers to buy discounted price and easier access to book the tickets. This kind of strategic alliance benefits to Scotia bank and NHL, even though this is part of sponsorship.

KRASHINSKY, SUSAN. “The Globe and Mail.” The Globe and Mail. The Global and Mail, 27 Sept. 2013. Web. 05 Oct. 2013.