10/21/2025

Rethinking sports partnerships for B2B (part 1)

A shifting landscape

For years, sports sponsorships were considered the playground of B2C brands – those aiming to connect emotionally with mass audiences and drive quick consumer action. But the landscape is shifting. B2B brands are increasingly recognizing that sports partnerships, when approached strategically, can be a powerful tool for long-term brand building and relationship development.

Unlike B2C brands such as TAG Heuer, which leverage visibility in high-profile events like Formula 1, B2B companies must be more deliberate. Their success hinges on aligning the sport’s audience with their business goals and integrating their value proposition in a way that resonates. IBM’s partnership with Wimbledon, where it provides advanced data analytics and AI-driven insights, is a prime example of how B2B brands can add tangible value while enhancing their brand image.

Why sports?

One reason for the shift is the evolving demographics of sports audiences. Leagues like Formula 1, the PGA Tour, the Premier League, and the NHL attract affluent, influential fans—including a high percentage of C-suite executives and decision-makers. These are precisely the individuals B2B brands want to reach

Sports events also offer premium hospitality experiences—luxury suites, exclusive meet-and-greets, and behind-the-scenes access—that create ideal environments for client entertainment and informal networking. These settings foster deeper relationships than traditional boardroom meetings.

Another factor is the rapid integration of technology in sports. Innovations like MLB’s upcoming Automated Ball-Strike (ABS) system – aka “robot umpires”– signal a growing appetite for tech-forward solutions. This opens the door for B2B brands to showcase their own innovations or align with leagues that value precision and performance.

Carlyle’s partnership with Oracle Red Bull Racing in Formula 1 is a case in point. Built on shared values of “relentless precision, peak performance, and seamless teamwork,” the collaboration reflects a new era of B2B sports sponsorships rooted in strategic alignment.

Law firms enter the arena

Even traditionally conservative sectors like legal services are embracing sports partnerships. Hill Dickinson’s stadium naming rights deal with Everton FC raised eyebrows at first – but the connection runs deep. Founded in Liverpool in 1810, Hill Dickinson shares historical and cultural ties with Everton, the city’s original football club. Their partnership extends beyond branding, encompassing community initiatives like Everton in the Community’s charitable work across Merseyside. As CEO Craig Scott put it, the deal reflects a “bold, transformational vision for Liverpool and its future.”

King & Spalding, an international law firm based in Atlanta, also made headlines by becoming the Official Law Firm of Major League Rugby. The firm saw strong parallels between rugby’s core values – teamwork, strategy, and camaraderie – and its own approach to client service. With the Rugby World Cup coming to the U.S. in 2031, the partnership is part of a long-term strategy to build presence in the North American sports market.