The science behind logos:

A brand is a company’s most valuable asset. A logo is the visual representation of a brand. And when a brand sponsors a sporting event, it’s important that they get that prime logo and brand exposure. It’s not just sponsored events that are important either, but also sponsorships with teams and players. Many brands sponsor teams to get that all important logo placement on jerseys. Players can also accept sponsorship deals in which they feature a brand’s product on their social media accounts or in an advertisement.

It’s clear that logos are important to brands. In fact, many companies spend millions on their logos, such as the oil group BP, which spent £136 million in 2000 on their sunflower logo. But why are logos so important when it comes to branding and subsequently securing revenue? Well, it all comes down to the visual aspects of a logo. Humans are wired to identify images and use them to derive meaning, so the more distinctive a brand’s logo is, the more likely consumers will be able to remember it. When compared with text, logos are easier for the human brain to process and memorize because of its characteristics (shapes and colors). This means that consumers can find and identify a particular logo easily as it is more memorable than plain text.


When it comes to sports sponsorships, however, are logos really that important? And if so, why? We’re inclined to argue that yes, logos are one of the most important branding tools when it comes to sports sponsorships. Here are five reasons why that is:

1. Brands can access their target audience on multiple platforms:

Due to the fact that images and videos of sports and sporting events are now being shared on many different platforms both during and after the event, there is a multitude of audiences you can target. If a brand has a particularly expansive target audience, it’s a great opportunity for them as different demographics can be accessed depending on the platform or device on which they choose to watch the game. So no matter the method of viewing, your logo will be seen by many.

2. Brands can gain a lot of brand exposure:

Because of the multiple platforms and devices on which sports are now being viewed, your brand and logo will gain an abundance of exposure. And, thanks to the internet and social media, clips from sporting events can be shared time and time again, even years after the event has ended. This does, however, make it difficult for brands to measure the ROI of events. If you want to know more about how this can be done, click here.

3. Brands can set themselves apart from the competition:

If consumers are seeing your logo everywhere, they are more likely to remember your brand over your competition. But what if your competitors also have their logos displayed at the event? This is where the importance of logo design comes in. You want to make sure that your logo stands out from the crowd. Be the logo that the fans remember and gravitate towards. You want your brand to be the one consumers will compare the competition with and the standard at which the bar is set. That starts with your logo.

4. Logos allow brands to remain associated with a sport:

When fans think of a sport you want your logo to be the one that pops into their heads when they think of brands associated with it. If you do your research and know your audience well, you can pick and choose which sporting events to sponsor by focusing on the ones that your audience will be attending or watching. That way, your logo will not only be seen every time that sporting event takes place, but fans will expect to see your logo there. And if you’ve produced and developed your brand message by linking it to your logo, then everything your brand creates becomes associated with that logo.

5. Logos are easy to track and monitor:

Logos are easy to detect when using the right logo recognition tool. In order to gain insights about your audience as well as estimate your ROI from an event, logo recognition technology is a great solution for brands. To find out more about how to integrate logo recognition into a sponsorship monitoring interface, click here.


So, it’s clear that logos are extremely important when it comes to sports sponsorships. Some have argued in recent years that logos might not be as significant as they used to be and there are other factors that are needed to be taken into consideration. Of course, it’s not just about slapping a brand’s logo on every surface available at a sporting event. Brands need to carefully create the best sponsorship activation strategy that will help them secure maximum revenue from an event. Logos are, however, the most important part of that process as they are the visual representation of the brand and are what potential customers will actually see. Logos are what they will remember. And on top of all of this, logos are how brands can measure the ROI from the event.