This article, authored by LeagueSide CEO Evan Brandoff, was originally published on Street Fight.
In 2020, brand sponsorship of youth sports is about much more than putting a logo on a jersey and calling it a day. With the resumption of sports comes the need to keep athletes and their families safe, and such measures represent incremental costs for youth sports leagues that are already struggling to keep the (stadium) lights on.
According to LeagueSide’s latest survey, three quarters (74%) of parents say a company’s sponsorship of youth sports improves their perception of the company. In light of the COVID-19 pandemic, 29% of parents also say they’d like to see sponsors providing more scholarships for kids to play, and 27% say sponsors should be helping to make the game safer for kids.
Brands can save youth sports in communities while winning the hearts and minds of their target consumers.