"Companies often get fixated on exposure"

What do you think companies often overlook when they first engage in sports partnerships?
– They get fixated on exposure. How big is the logo, how many people see it. But sports offer something entirely different – an engaged and loyal fanbase that actually cares. That's where the value lies. If you don't have a clear strategy for how to leverage that relationship to drive business, then it mostly becomes visibility and not much more.

When you see partnerships that truly work, what do they do differently?
– They don't treat sponsorship as a billboard, but as a channel. They work with content that feels relevant to the fans, link it to their offering, and are prepared to be operational. They test, follow up, and adjust. It's not just "we are partners," but things are happening continuously. The best collaborations are those where both parties genuinely want to gain something more than just exposure.

What trend do you see right now in sponsorship and rights that more companies should capitalize on?
– Everything is moving towards more measurability. More companies want to know what the collaboration actually yielded – traffic, leads, sales. And that's achievable, even in sports, if you build it right from the start. Those who are already demanding structure and follow-up in their partnerships will be far ahead in a few years.

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