The business of team spirit

Sponsoring an amateur, semi-professional, or pro sports team can be a powerful tool for businesses looking to build community ties, increase brand awareness, and support local talent. From Little League baseball teams to semi-pro soccer squads, these partnerships offer benefits—but also come with risks. Understanding the advantages, potential pitfalls, and how to evaluate if it’s the right fit is essential for any business considering a sponsorship.

Advantages of sponsorship

Local brand exposure
Amateur and semi-pro teams often draw loyal, local crowds. By sponsoring a team, your business’s name and logo may appear on uniforms, banners, websites, and promotional materials. This type of hyper-local visibility can help small to mid-sized companies build brand recognition within their target communities.

Chamber member Rock Valley Credit Union (RVCU) recently announced a sponsorship agreement with the Northern Illinois University (NIU) Huskies.

“We’re growing in the DeKalb market, and we knew that it was such a critical piece to be part of that community. So, the alignment with NIU made sense,” said Ana Montoya, VP of marketing for RVCU. “Plus, we have the same brand colors, and we practically have the same mascots—we have a dog mascot, and they, of course, are the Huskies. It’s like it was destined to happen.

Community goodwill
Sponsorships show that a business is invested in the community. Supporting youth leagues, local athletes, or teams striving to grow can foster goodwill and positive public perception. This emotional connection can be more valuable than traditional advertising, especially for service-based businesses such as banks, insurance agencies, or health care providers.

“There’s a lot of pride in DeKalb with being a Husky. We were excited to ‘join the pack.’” Montoya said.

Networking opportunities
Team sponsorships often provide chances to network with coaches, parents, fans, and other sponsors. This can lead to new customers, collaborations, or referrals—especially in tight-knit regions where word-of-mouth remains a powerful marketing tool.

“We have a team who attends several events in the DeKalb area, and from what they’ve shared, we’ve been really well received.” Montoya said.

Content and engagement
Sponsoring a team can create rich content opportunities for your brand. You can post about the team’s progress on social media, feature athletes in your marketing campaigns, or cohost events. These stories humanize your brand and give your audience more than just products or services to connect with.

The central image on RVCU’s Facebook page features side-by-side logos and declares RVCU as the official credit union of NIU Athletics.

Employee morale and recruitment
For businesses with local roots, sponsoring a team can be a point of pride among employees. Some companies even sponsor teams that include their own staff, which builds camaraderie and engagement. If the sponsorship is youth-focused, it may also help in recruiting employees who value community involvement and family-friendly values.

“Our staff is super excited,” Montoya said. “Even though we’re based out of Loves Park, we have several folks on our team here and in Rockford who are NIU graduates or they have family who attended NIU.”

Risks and challenges to consider

Unclear return on investment (ROI)
Unlike digital advertising or direct mail, it can be difficult to track the ROI of a team sponsorship. While brand exposure is valuable, measuring the actual financial impact can be tricky.

Reputation risk
Associating with any public entity comes with reputational risk. A poorly managed team, public controversy, or misconduct by athletes or coaches could reflect negatively on your business. It’s important to vet the organization and understand their values before signing on.

Budget drain
While sponsorships are often relatively affordable compared to other forms of advertising, costs can add up—especially for semi-pro teams that may need travel expenses, uniforms, or tournament fees. Be sure the commitment won’t strain your marketing or community investment budget.

Time and resource commitment
Some sponsorships require more than just a check. There may be expectations to attend events, help with fundraising, or provide logistical support. While this can be a good opportunity, it’s important to clarify expectations up front.

Is it right for your business?
To determine if sponsoring a sports team is a good fit, ask the following:

• Does the team align with our brand values? Make sure their mission, conduct, and community presence match your company’s image.
• Is the audience relevant? Consider who attends games or follows the team. Do they fit your target demographic?
• Do we have the budget and resources? Even a $500 sponsorship can impact your budget if not planned. Consider the total cost and what’s included, such as signage, naming rights, or digital promotion.
• What is the sponsorship agreement? Ask for a contract or written agreement that outlines what you’re getting in return. This protects both parties and helps ensure transparency.
• Are we ready to be involved? Some of the best returns on sponsorships come when businesses actively engage through events, social media, or promotions. Passive support can still help, but active engagement amplifies the benefits.

Sponsoring sports teams is more than a marketing decision—it’s a statement of local support and shared values. Businesses that approach sponsorship with clear goals, realistic expectations, and a genuine interest in community impact stand to gain the most.

Despite the cobranding and networking opportunities, RVCU’s primary objective in their partnership with NIU is to connect with the younger generation, particularly student athletes, and help them be more successful in their financial lives.

“Rock Valley is a resource for the student athletes. We’re developing a financial curriculum around what the student athletes are interested in, and we have a person who’s dedicated to being the go-to for all their financial questions,” Montoya said. “In any sponsorship we do with youth, our goal is for them to carry those resources and tools with them for the rest of their lives. It’s something that can’t fully be measured in dollars, but it’s still critical to our mission.”