{"id":289370,"date":"2024-10-01T12:40:38","date_gmt":"2024-10-01T11:40:38","guid":{"rendered":"https:\/\/inkbotdesign.com\/?p=289370"},"modified":"2026-02-17T23:10:06","modified_gmt":"2026-02-17T23:10:06","slug":"sports-sponsorship","status":"publish","type":"post","link":"https:\/\/inkbotdesign.com\/sports-sponsorship\/","title":{"rendered":"Sports Sponsorship: A Strategy for Brand Growth"},"content":{"rendered":"\n<p><strong>Sports Sponsorship: A Strategy for Brand Growth<\/strong><\/p>\n\n\n\n<p>Sports sponsorship isn\u2019t about slapping a logo on a jersey and calling it a day.<\/p>\n\n\n\n<p>Done right, it\u2019s a strategic power play that catapults your brand into the spotlight. Done wrong, it\u2019s an expensive shot in the dark.<\/p>\n\n\n\n<p>Most brands burn budget on big names without a clear strategy\u2014essentially trying to score a goal blindfolded. We\u2019re ripping that blindfold off.<\/p>\n\n\n\n<p>In this post, I\u2019ll show you how to leverage sports sponsorship to:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Skyrocket visibility<\/strong> without the Fortune 500 price tag. \ud83d\udcc8<\/li>\n\n\n\n<li><strong>Forge emotional bonds<\/strong> that traditional advertising can't touch. \u2764\ufe0f<\/li>\n\n\n\n<li><strong>Drive tangible results<\/strong> that actually impact your bottom line. \ud83d\udcb0<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s dive in.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Sports Sponsorship Landscape: What You Need to Know<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sports-sponsorship-example-red-bull-1024x576.webp\" alt=\"Sports Sponsorship Example Red Bull\" class=\"wp-image-289373\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sports-sponsorship-example-red-bull-1024x576.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sports-sponsorship-example-red-bull-300x169.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sports-sponsorship-example-red-bull-60x34.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sports-sponsorship-example-red-bull.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">The Numbers Don't Lie<\/h3>\n\n\n\n<p id=\"p-rc_9fa4941652d25076-19\">Sports sponsorship isn't just big business\u2014it\u2019s an expanding economy. In 2026, the stakes (and the rewards) have never been higher.<sup><\/sup><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Global Market Value:<\/strong> The sports sponsorship market is projected to hit <strong>$123.25 billion in 2026<\/strong>, up from $114.47 billion in 2025. (Source: <a href=\"https:\/\/www.researchandmarkets.com\/report\/sports-sponsorship\" target=\"_blank\" rel=\"noopener\">360iResearch, 2026<\/a>)<\/li>\n\n\n\n<li><strong>Sustained Growth:<\/strong> We\u2019re seeing a robust <strong>CAGR of nearly 8%<\/strong>, driven by the explosion of women\u2019s sports and digital-first activations. (Source: <em>Fortune Business Insights, 2025<\/em>)<\/li>\n\n\n\n<li><strong>The Affinity Effect:<\/strong> <strong>67% of global fans<\/strong> now find brands more appealing when they sponsor their favourite teams\u2014outperforming traditional advertising by a wide margin. (Source: <em>Nielsen Sports, 2025<\/em>)<\/li>\n<\/ul>\n\n\n\n<p>These aren\u2019t just statistics; they are a roadmap for where your brand\u2019s next growth phase lives.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Sponsorship vs. Advertising vs. Endorsements<\/h3>\n\n\n\n<p>In the boardroom, these terms are often used interchangeably. That\u2019s a mistake. Understanding the nuances is the difference between a high-ROI partnership and a wasted budget.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sponsorship:<\/strong> A rights-based partnership. You aren't just buying space; you\u2019re buying <strong>association, intellectual property (IP) use, and hospitality<\/strong>. It\u2019s a handshake, not a billboard.<\/li>\n\n\n\n<li><strong>Advertising:<\/strong> Pure media placement. You\u2019re paying for <strong>eyes and impressions<\/strong> without any long-term brand equity or partnership rights.<\/li>\n\n\n\n<li><strong>Endorsements:<\/strong> A &#8220;talent-first&#8221; play. This focuses on an individual\u2019s <strong>name, image, and likeness (NIL)<\/strong>. It\u2019s powerful, but it relies entirely on the athlete\u2019s personal brand and conduct.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The New Playbook: Modern Sponsorship Types<\/h3>\n\n\n\n<p>The &#8220;Logo on a Shirt&#8221; era is over. Today, we look for <strong>Integration over Interruptions<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sleeve & Training <a href=\"https:\/\/inkbotdesign.com\/go\/kit\" title=\"Kit\" class=\"pretty-link-keyword\"rel=\"nofollow sponsored \" target=\"_blank\">Kit<\/a> Rights:<\/strong> These have evolved into &#8220;content-first&#8221; assets. Brands like <strong>e.l.f. Cosmetics<\/strong> (now a major NWSL partner) uses these spaces to drive digital engagement and social storytelling, not just stadium visibility.<\/li>\n\n\n\n<li><strong>Official Supplier & Category Partners:<\/strong> This is about <strong>trust and utility<\/strong>. If you\u2019re the &#8220;Official Design Partner,&#8221; you aren't just a sponsor; you\u2019re part of the team's operational success.<\/li>\n\n\n\n<li><strong>Phygital Activations:<\/strong> The latest 2026 trend. Using AR (Augmented Reality) and AI-driven data to connect with fans in the stadium and at home simultaneously.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">The Changing Game<\/h3>\n\n\n\n<p>Today\u2019s fans are smarter than ever. They can spot a &#8220;chequebook-only&#8221; partnership from a mile away. If you want to convert a fan into a customer, your brand must:<\/p>\n\n\n\n<ol start=\"1\" class=\"wp-block-list\">\n<li><strong>Enhance the Fan Experience:<\/strong> Don\u2019t just show up; make the game better.<\/li>\n\n\n\n<li><strong>Lead with Values:<\/strong> ESG (Environmental, Social, and Governance) is no longer optional. Fans align with brands that stand for something.<\/li>\n\n\n\n<li><strong>Prioritise Authenticity:<\/strong> In 2026, <strong>85% of &#8220;die-hard&#8221; fans<\/strong> expect personalised, relevant content over generic mass-market ads. (Source: <em>WSC Sports, 2025<\/em>)<\/li>\n<\/ol>\n\n\n\n<p><strong>Get this right, and you don\u2019t just gain customers\u2014you build a community.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Why Sports Sponsorship Works (When Done Right)<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Why-Sports-Sponsorship-Works-1024x576.webp\" alt=\"Why Sports Sponsorship Works\" class=\"wp-image-289374\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Why-Sports-Sponsorship-Works-1024x576.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Why-Sports-Sponsorship-Works-300x169.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Why-Sports-Sponsorship-Works-60x34.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Why-Sports-Sponsorship-Works.webp 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Let's break it down.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Emotional Connection<\/h3>\n\n\n\n<p>Sports aren't just games.<\/p>\n\n\n\n<p>They're passion.<\/p>\n\n\n\n<p>Their identity.<\/p>\n\n\n\n<p>When you align your brand with a sport, team, or athlete, you tap into that emotional goldmine.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Massive Reach<\/h3>\n\n\n\n<p>2.5 billion people watched the FIFA World Cup 2022.<\/p>\n\n\n\n<p>That's not a typo.<\/p>\n\n\n\n<p>Even smaller <a href=\"https:\/\/inkbotdesign.com\/graphic-design-for-events\/\" title=\"Graphic Design for Events: A Comprehensive Guide\" target=\"_blank\" rel=\"noopener\">events<\/a> can reach millions.<\/p>\n\n\n\n<p>It's exposure on steroids.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Targeted Marketing<\/h3>\n\n\n\n<p>Love golf?<\/p>\n\n\n\n<p>Chances are you're affluent and over 40.<\/p>\n\n\n\n<p>Into esports?<\/p>\n\n\n\n<p>You're male, under 35, and tech-savvy.<\/p>\n\n\n\n<p>Sports sponsorship lets you zero in on your ideal customer.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Brand Association<\/h3>\n\n\n\n<p><strong>Speed. Precision. Teamwork.<\/strong><\/p>\n\n\n\n<p>These aren't just sports attributes.<\/p>\n\n\n\n<p>They're <a href=\"https:\/\/inkbotdesign.com\/core-brand-values\/\" title=\"How to Define Your Core Brand Values\" target=\"_blank\" rel=\"noopener\">brand values<\/a>.<\/p>\n\n\n\n<p>Sponsor the right sport, and these qualities rub off on your brand.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Content Generation<\/h3>\n\n\n\n<p>Sports create stories.<\/p>\n\n\n\n<p>Triumphs. Heartbreaks. Comebacks.<\/p>\n\n\n\n<p>As a sponsor, you're part of those stories.<\/p>\n\n\n\n<p>It's content marketing on autopilot.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Choosing Your Playing Field: Selecting the Right Sport<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"649\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/tennis-sports-sponsorship-wimbledon-1024x649.webp\" alt=\"Tennis Sports Sponsorship Wimbledon\" class=\"wp-image-289375\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/tennis-sports-sponsorship-wimbledon-1024x649.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/tennis-sports-sponsorship-wimbledon-300x190.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/tennis-sports-sponsorship-wimbledon-60x38.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/tennis-sports-sponsorship-wimbledon.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Not all sports are created equal.<\/p>\n\n\n\n<p>At least, not for your brand.<\/p>\n\n\n\n<p>Here's how to choose:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Know Your Audience<\/h3>\n\n\n\n<p>Who are you trying to reach?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Age<\/li>\n\n\n\n<li>Gender<\/li>\n\n\n\n<li>Income level<\/li>\n\n\n\n<li>Interests<\/li>\n<\/ul>\n\n\n\n<p>Match these with the demographics of different sports.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Align with Your Brand Values<\/h3>\n\n\n\n<p>Are you all about innovation?<\/p>\n\n\n\n<p>Look at tech-heavy sports like Formula 1.<\/p>\n\n\n\n<p>Stand for tradition?<\/p>\n\n\n\n<p>Cricket might be your cup of tea.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Consider Your Budget<\/h3>\n\n\n\n<p>Premier League sponsorship?<\/p>\n\n\n\n<p>You'll need deep pockets.<\/p>\n\n\n\n<p>Local rugby team?<\/p>\n\n\n\n<p>It's much more affordable.<\/p>\n\n\n\n<p>There's a sponsorship opportunity for every budget.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Assess the Reach<\/h3>\n\n\n\n<p><a href=\"https:\/\/inkbotdesign.com\/global-branding\/\" title=\"Global Branding: Navigating the World Stage\" target=\"_blank\" rel=\"noopener\">Global brand<\/a>?<\/p>\n\n\n\n<p>International sports make sense.<\/p>\n\n\n\n<p>Local business?<\/p>\n\n\n\n<p>Stick to local teams or events.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Evaluate the Competition<\/h3>\n\n\n\n<p>Are your competitors already in this space?<\/p>\n\n\n\n<p>If yes, can you <a href=\"https:\/\/inkbotdesign.com\/generic-logo\/\" title=\"How a Generic Logo Can Ruin Your Business\" target=\"_blank\" rel=\"noopener\">differentiate<\/a> yourself?<\/p>\n\n\n\n<p>If not, is there an opportunity to be the first?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Look at the Long-Term Potential<\/h3>\n\n\n\n<p>Is this a flash in the pan?<\/p>\n\n\n\n<p>Or a sport with staying power?<\/p>\n\n\n\n<p>Your sponsorship should be a marathon, not a sprint.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Multi-Billion Pound Shift: Sponsoring Women\u2019s Sports in 2026<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Sponsoring-Womens-Sports-in-2026-1024x576.webp\" alt=\"BARCLAYS WOMEN'S SUPER LEAGUE patch on blue jersey sleeve featuring a red geometric shield logo.\" class=\"wp-image-333163\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Sponsoring-Womens-Sports-in-2026-1024x576.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Sponsoring-Womens-Sports-in-2026-300x169.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/Sponsoring-Womens-Sports-in-2026.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>If you are evaluating sports sponsorship today, ignoring women's leagues is a strategic oversight. <\/p>\n\n\n\n<p>By 2026, the Women\u2019s Super League (WSL) in the UK and the NWSL in the United States will have seen record-breaking broadcast deals and attendance. <\/p>\n\n\n\n<p>Unlike men\u2019s sports, which often face &#8220;audience saturation,&#8221; women's sports offer a &#8220;blue ocean&#8221; for brands seeking high engagement and a progressive image.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why the Value Proposition is Different<\/h3>\n\n\n\n<p>The audience for women's sports is statistically more likely to feel loyal to sponsors. <\/p>\n\n\n\n<p>According to recent data, 29% of women's sports fans are more likely to purchase a sponsor's product than men's sports fans. <\/p>\n\n\n\n<p>This is driven by a &#8220;pioneer spirit&#8221;\u2014fans recognise that sponsors are actively building the sport's infrastructure.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The NIL Revolution (Name, Image, and Likeness)<\/h3>\n\n\n\n<p>In the amateur and collegiate space, particularly in the US via <strong>NCAA<\/strong> regulations, <strong>NIL (Name, Image, and Likeness)<\/strong> rights have decentralised power. <\/p>\n\n\n\n<p>Brands can now partner directly with rising stars like <strong>Caitlin Clark<\/strong> or local standout athletes before they reach global stardom. <\/p>\n\n\n\n<p>This allows for hyper-localised, authentic storytelling that feels like an endorsement rather than a corporate takeover.<\/p>\n\n\n\n<p><strong>Example Scenario:<\/strong> A challenger skincare brand might struggle to find space in the crowded <strong>Formula 1<\/strong> paddock. <\/p>\n\n\n\n<p>However, by becoming the lead partner for a professional women\u2019s tennis tournament or a WSL team, they gain &#8220;clutter-free&#8221; branding and access to a demographic that values wellness and empowerment.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Sponsorship Playbook: Strategies for Success<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"572\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sponsor-a-local-sports-team-1024x572.webp\" alt=\"Sponsor A Local Sports Team\" class=\"wp-image-289376\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sponsor-a-local-sports-team-1024x572.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sponsor-a-local-sports-team-300x168.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sponsor-a-local-sports-team-60x34.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/sponsor-a-local-sports-team.webp 1080w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Now that you've chosen your sport, let's talk about <a href=\"https:\/\/inkbotdesign.com\/best-advertising-strategy\/\" title=\"How to Create the Best Advertising Strategy\" target=\"_blank\" rel=\"noopener\">strategy<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. The 1:2 Activation Rule<\/h3>\n\n\n\n<p>A common mistake is thinking that the sponsorship fee is the total cost. In reality, your <strong>rights fee<\/strong> is just the &#8220;ticket to the dance.&#8221; To actually get people to dance, you need <strong>Activation<\/strong>.<\/p>\n\n\n\n<p>In 2026, professional marketers follow the <strong>1:2 Activation Ratio<\/strong>: for every \u00a31 you spend on the rights to use a team\u2019s logo, you should budget \u00a32 to tell the world about it. This includes:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Digital Content:<\/strong> Creating &#8220;behind the scenes&#8221; documentaries or social media challenges.<\/li>\n\n\n\n<li><strong>Experiential:<\/strong> Pop-up fan zones at the stadium.<\/li>\n\n\n\n<li><strong>Retail:<\/strong> Co-branded packaging or in-store appearances by athletes.<\/li>\n<\/ul>\n\n\n\n<p>If you spend \u00a350,000 to sponsor a <strong>Premiership Rugby<\/strong> team but spend \u00a30 telling your customers, you haven't bought a partnership; you've bought a very expensive hobby.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Create Authentic Partnerships<\/h3>\n\n\n\n<p>Don't just sponsor.<\/p>\n\n\n\n<p>Collaborate.<\/p>\n\n\n\n<p>Work with the team or athlete to create genuine, valuable content.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Leverage Digital Platforms<\/h3>\n\n\n\n<p>Social media.<\/p>\n\n\n\n<p>Live streaming.<\/p>\n\n\n\n<p><a href=\"https:\/\/inkbotdesign.com\/virtual-reality-marketing\/\" title=\"Virtual Reality Marketing: Immersive Brand Experiences\" target=\"_blank\" rel=\"noopener\">Virtual Reality<\/a>.<\/p>\n\n\n\n<p>Use technology to amplify your sponsorship.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Activate On-Site<\/h3>\n\n\n\n<p>If it's an event sponsorship, be there.<\/p>\n\n\n\n<p>Create experiences.<\/p>\n\n\n\n<p>Engage fans directly.<\/p>\n\n\n\n<p>Make memories.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Tell Stories<\/h3>\n\n\n\n<p>Remember: People forget facts. They remember stories.<\/p>\n\n\n\n<p>Use your sponsorship to tell compelling brand stories.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Be Responsive<\/h3>\n\n\n\n<p>Sports are unpredictable.<\/p>\n\n\n\n<p>Be ready to pivot your messaging based on outcomes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Measure and Optimise<\/h3>\n\n\n\n<p>Track your KPIs.<\/p>\n\n\n\n<p>Analyse the data.<\/p>\n\n\n\n<p>Adjust your strategy accordingly.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">8. Protect Against Ambush and Clean Venue Rules<\/h3>\n\n\n\n<p>Major events apply clean venue policies that remove non-sponsor branding.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The IOC and FIFA enforce these rules across stadia and broadcasts.<\/li>\n\n\n\n<li>Ambush tactics can dilute your category and confuse fans.<\/li>\n\n\n\n<li>Audit your assets and lock exclusivity in the contract.<\/li>\n\n\n\n<li>Secure approvals for any in-venue activity to avoid breaches.<\/li>\n\n\n\n<li>Coordinate PR, social, and OOH to match venue restrictions.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">9. Contract Essentials That Save Campaigns<\/h3>\n\n\n\n<p>Image rights must be explicit; team rights differ from athlete rights.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define territories, media, and cut-down durations for content.<\/li>\n\n\n\n<li>Write clear approval timelines to avoid production delays.<\/li>\n\n\n\n<li>Include morality clauses for doping or conduct issues.<\/li>\n\n\n\n<li>Add force majeure and make-good provisions for postponements.<\/li>\n\n\n\n<li>Specify category exclusivity and list direct competitors.<\/li>\n\n\n\n<li>State data sharing rules for CRM and measurement.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">B2B Sports Sponsorship: The &#8220;Boardroom on the Grass&#8221;<\/h2>\n\n\n\n<p>While B2C brands like <strong>Coca-Cola<\/strong> <span style=\"box-sizing: border-box; margin: 0px; padding: 0px;\">and\u00a0<strong>Adidas<\/strong>\u00a0pursue mass-market visibility, B2B firms\u2014such as\u00a0<strong>SAP<\/strong>,\u00a0<strong>Accenture<\/strong>, and<\/span> <strong>Oracle<\/strong>\u2014use sports sponsorship as a powerful tool for <strong>Relationship Marketing<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The Value of Exclusive Access<\/h3>\n\n\n\n<p>In B2B, the goal isn't necessarily to have 50,000 people see your logo on a screen. It\u2019s to have 20 Key Decision Makers (CDOs, CTOs, or CEOs) sit in your executive box at <strong>Wembley Stadium<\/strong> or the <strong>Silverstone Circuit<\/strong>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Strategic Assets for B2B:<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Intellectual Property (IP):<\/strong> Using a team's logo on your whitepapers to signal &#8220;high performance&#8221; and &#8220;reliability.&#8221;<\/li>\n\n\n\n<li><strong>Thought Leadership:<\/strong> Co-creating data-driven reports with a team\u2019s performance analysts (e.g., how <strong>Amazon Web Services (AWS)<\/strong> powers Formula 1 insights).<\/li>\n\n\n\n<li><strong>Internal Culture:<\/strong> Using the sponsorship to reward top-performing staff with tickets, boosting retention in competitive sectors like tech or law.<\/li>\n<\/ul>\n\n\n\n<p><strong>Mini Case Study:<\/strong> A mid-sized logistics firm sponsors a regional golf tournament. They don't expect a viral TikTok. Instead, they use their &#8220;Official Logistics Partner&#8221; status to host a &#8220;Pros and Joes&#8221; day, inviting their top 10 clients to play alongside professional golfers. The resulting &#8220;lock-in&#8221; effect on those contracts far outweighs the sponsorship cost.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Real-World Examples: Brands Winning at Sports Sponsorship<\/h2>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/specsavers-sports-sponsorship-campaign-1024x576.webp\" alt=\"Specsavers Sports Sponsorship Campaign\" class=\"wp-image-289377\" srcset=\"https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/specsavers-sports-sponsorship-campaign-1024x576.webp 1024w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/specsavers-sports-sponsorship-campaign-300x169.webp 300w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/specsavers-sports-sponsorship-campaign-60x34.webp 60w, https:\/\/inkbotdesign.com\/wp-content\/uploads\/2024\/10\/specsavers-sports-sponsorship-campaign.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>Let's look at some brands knocking it out of the park.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Red Bull: More Than Just a Logo<\/h3>\n\n\n\n<p>Red Bull doesn't just sponsor extreme sports.<\/p>\n\n\n\n<p>They create them.<\/p>\n\n\n\n<p>They've built an entire culture around their brand, from the Red Bull Air Race to the Crashed Ice championships.<\/p>\n\n\n\n<p><strong>Key Takeaway<\/strong>: Don't just sponsor. Create.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Rocket Mortgage: Supercharging March Madness<\/h3>\n\n\n\n<p>Rocket Mortgage turned its sponsorship of the NCAA <a href=\"https:\/\/inkbotdesign.com\/basketball-logos\/\" title=\"Top 10 Basketball Logos: A Slam Dunk in Visual Branding\" target=\"_blank\" rel=\"noopener\">basketball<\/a> tournament into a full-fledged campaign.<\/p>\n\n\n\n<p>Their &#8220;Bracket Challenge&#8221; allowed fans to win $1 million.<\/p>\n\n\n\n<p>Result?<\/p>\n\n\n\n<p>Massive engagement and brand awareness.<\/p>\n\n\n\n<p><strong>Key Takeaway<\/strong>: <a href=\"https:\/\/inkbotdesign.com\/augmented-reality-marketing\/\" title=\"Augmented Reality Marketing: Creating Brand Experiences\" target=\"_blank\" rel=\"noopener\">Create interactive experiences<\/a> that add value for fans.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3. Specsavers: Seeing the Funny Side<\/h3>\n\n\n\n<p>Specsavers' &#8220;Should've gone to Specsavers&#8221; campaign is legendary.<\/p>\n\n\n\n<p>They've used it brilliantly in sports sponsorships, particularly in moments of referee controversy.<\/p>\n\n\n\n<p>It's timely, relevant, and hilariously on-brand.<\/p>\n\n\n\n<p><strong>Key Takeaway<\/strong>: Use humour and timeliness to your advantage.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">4. Heineken: Long-Run Consistency in Europe<\/h3>\n\n\n\n<p>Heineken has sponsored the UEFA Champions League since 2005.<\/p>\n\n\n\n<p>The brand activates across broadcast, LEDs, and digital touchpoints.<\/p>\n\n\n\n<p>Responsible consumption sits inside the creative platform.<\/p>\n\n\n\n<p>Heineken 0.0 appears in markets with alcohol ad limits.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Measuring Success: KPIs That Matter<\/h2>\n\n\n\n<p>You can't improve what you don't measure.<\/p>\n\n\n\n<p>Here are the metrics that matter:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Brand Awareness<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social media mentions<\/li>\n\n\n\n<li>Search volume for your brand<\/li>\n\n\n\n<li>Brand recall surveys<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2. Engagement<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Social media interactions<\/li>\n\n\n\n<li>Website traffic from sponsorship-related sources<\/li>\n\n\n\n<li>Time spent on sponsorship-related content<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3. Lead Generation<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Number of leads generated from sponsorship activities<\/li>\n\n\n\n<li>Conversion rate of sponsorship-generated leads<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4. Sales Impact<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Direct sales attributed to sponsorship<\/li>\n\n\n\n<li>Uplift in sales during the sponsorship period<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5. Return on Investment (ROI)<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Total revenue generated vs. sponsorship cost<\/li>\n\n\n\n<li>Long-term <a href=\"https:\/\/inkbotdesign.com\/strategic-marketing\/\" title=\"Strategic Marketing: Guide to Crushing Your Competition\" target=\"_blank\" rel=\"noopener\">customer value<\/a> of sponsorship-acquired customers<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">6. Media Value<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Earned media mentions<\/li>\n\n\n\n<li>Advertising the equivalent value of sponsorship exposure<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">7. Attribution Methods That Prove Impact<\/h3>\n\n\n\n<p>Use trackable mechanics to link exposure to outcomes.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Unique URLs, QR codes, and promo codes for matchday offers.<\/li>\n\n\n\n<li>Ticketing and CRM matchback against purchases and churn.<\/li>\n\n\n\n<li>Post-event brand lift surveys with control groups.<\/li>\n\n\n\n<li>Matched-market tests to isolate sponsorship effect.<\/li>\n\n\n\n<li>Marketing mix modelling for long-run revenue signals.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The Future of Sports Sponsorship<\/h2>\n\n\n\n<p>The game is changing. Here's what's coming:<\/p>\n\n\n\n<p><strong>1. Data-Driven Decisions<\/strong><\/p>\n\n\n\n<p>AI and <a href=\"https:\/\/inkbotdesign.com\/marketing-analytics\/\" title=\"Marketing Analytics: How to Make Data-Driven Decisions\" target=\"_blank\" rel=\"noopener\">big data<\/a> will revolutionise how we choose and activate sponsorships.<\/p>\n\n\n\n<p><strong>2. Virtual and Augmented Reality<\/strong><\/p>\n\n\n\n<p>Imagine virtual stadium <a href=\"https:\/\/inkbotdesign.com\/omnichannel-marketing\/\" title=\"What is Omnichannel Marketing? Tips & Examples\" target=\"_blank\" rel=\"noopener\">experiences where your brand<\/a> is front and centre.<\/p>\n\n\n\n<p><strong>3. Personalisation at Scale<\/strong><\/p>\n\n\n\n<p>Technology will allow for hyper-personalised sponsorship experiences.<\/p>\n\n\n\n<p><strong>4. Purpose-Driven Partnerships<\/strong><\/p>\n\n\n\n<p>Fans will expect sponsors to contribute positively to society and the environment.<\/p>\n\n\n\n<p><strong>5. Blockchain and NFTs<\/strong><\/p>\n\n\n\n<p>Digital collectables and blockchain-based fan engagement will create new sponsorship opportunities.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2026 Sports Sponsorship Landscape<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table><thead><tr><td><strong>Sport Category<\/strong><\/td><td><strong>Primary Demographic<\/strong><\/td><td><strong>Entry Cost<\/strong><\/td><td><strong>Best For&#8230;<\/strong><\/td><td><strong>Key Entity \/ Example<\/strong><\/td><\/tr><\/thead><tbody><tr><td><strong>Elite Football<\/strong><\/td><td>Global \/ All Ages<\/td><td>\u00a31M &#8211; \u00a350M+<\/td><td>Mass Awareness \/ Prestige<\/td><td><strong>Premier League<\/strong> \/ <strong>TeamViewer<\/strong><\/td><\/tr><tr><td><strong>Women's Sport<\/strong><\/td><td>Progressive \/ Gen Z \/ Female<\/td><td>\u00a350k &#8211; \u00a3500k<\/td><td>High Engagement \/ ROI<\/td><td><strong>WSL<\/strong> \/ <strong>Barclays<\/strong><\/td><\/tr><tr><td><strong>Esports<\/strong><\/td><td>18-34 \/ Tech-Savvy<\/td><td>\u00a320k &#8211; \u00a3250k<\/td><td>Global Tech \/ Gaming<\/td><td><strong>G2 Esports<\/strong> \/ <strong>Red Bull<\/strong><\/td><\/tr><tr><td><strong>Niche (Padel\/Pickleball)<\/strong><\/td><td>Affluent \/ Urban<\/td><td>\u00a35k &#8211; \u00a350k<\/td><td>Local B2B \/ Community<\/td><td><strong>LTA Padel<\/strong> \/ <strong>Local Firms<\/strong><\/td><\/tr><tr><td><strong>Endurance (Marathons)<\/strong><\/td><td>30-50 \/ High Income<\/td><td>\u00a310k &#8211; \u00a3100k<\/td><td>Wellness \/ Participation<\/td><td><strong>London Marathon<\/strong> \/ <strong>TCS<\/strong><\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion: Your Turn to Play<\/h2>\n\n\n\n<p>Sports sponsorship isn't just a game for the big leagues. It's a powerful tool that any brand can leverage.<\/p>\n\n\n\n<p>With the right strategy, even a small <a href=\"https:\/\/inkbotdesign.com\/brand-marketing-profits\/\" title=\"12 Ways You Can Invest Your Brand Marketing Profits\" target=\"_blank\" rel=\"noopener\">investment<\/a> can yield massive returns.<\/p>\n\n\n\n<p>Remember:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose the right sport for your brand and audience<\/li>\n\n\n\n<li>Set clear objectives<\/li>\n\n\n\n<li>Create authentic partnerships<\/li>\n\n\n\n<li>Leverage digital platforms<\/li>\n\n\n\n<li>Measure and optimise<\/li>\n<\/ul>\n\n\n\n<p>Now it's your turn. Get out there and start playing. Your brand's big win is waiting.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">FAQs<\/h3>\n\n\n<div id=\"rank-math-faq\" class=\"rank-math-block\">\n<div class=\"rank-math-list \">\n<div id=\"faq-question-1727782811322\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">How has the 2026 gambling ad ban affected sports sponsorship?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>The Premier League's voluntary ban on gambling brands as &#8220;front-of-shirt&#8221; sponsors (effective from the 2026\/27 season) has forced clubs to diversify. We are seeing a massive surge in Fintech, SaaS, and Travel brands taking these slots. Gambling brands are shifting their budgets to &#8220;sleeve&#8221; assets and digital LED hoarding, which remain permitted.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1771369323568\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">What is the difference between ROI and ROO in sports?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p><strong>Return on Investment (ROI)<\/strong> measures hard currency (e.g., \u00a35 profit for every \u00a31 spent). <strong>Return on Objective (ROO)<\/strong> measures non-financial goals, such as brand sentiment lift, employee pride, or the number of qualified B2B leads generated at a hospitality event.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1771369329642\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">Do I need a sports marketing agency to manage my deal?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>For deals over \u00a350,000, an agency is highly recommended. They provide independent valuation data (ensuring you don't overpay) and handle the &#8220;activation&#8221; logistics, which often require specialised creative and legal teams.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1771369339879\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">Is jersey sponsorship still effective in the age of streaming?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Yes, because jersey branding is &#8220;unskippable.&#8221; Unlike traditional TV commercials that viewers skip or ignore, the logo on the player's chest is part of the action. Furthermore, &#8220;social media clippings&#8221; of goals ensure your logo goes viral long after the live broadcast ends.<\/p>\n\n<\/div>\n<\/div>\n<div id=\"faq-question-1771369350417\" class=\"rank-math-list-item\">\n<h4 class=\"rank-math-question \">How can a small business track the success of a local rugby sponsorship?<\/h4>\n<div class=\"rank-math-answer \">\n\n<p>Avoid &#8220;vague&#8221; awareness. Instead, use trackable mechanics: offer a &#8220;Club Member Discount&#8221; via a unique QR code on the physical programme, or track website traffic spikes immediately following matchday social media announcements.<\/p>\n\n<\/div>\n<\/div>\n<\/div>\n<\/div><style>\r\n.lwrp.link-whisper-related-posts{\r\n            \r\n            margin-top: 40px;\nmargin-bottom: 30px;\r\n        }\r\n        .lwrp .lwrp-title{\r\n            \r\n            \r\n        }.lwrp .lwrp-description{\r\n            \r\n            \r\n\r\n        }\r\n        .lwrp .lwrp-list-container{\r\n        }\r\n        .lwrp .lwrp-list-multi-container{\r\n            display: flex;\r\n        }\r\n        .lwrp .lwrp-list-double{\r\n            width: 48%;\r\n        }\r\n        .lwrp .lwrp-list-triple{\r\n            width: 32%;\r\n        }\r\n        .lwrp .lwrp-list-row-container{\r\n            display: flex;\r\n            justify-content: space-between;\r\n        }\r\n        .lwrp .lwrp-list-row-container .lwrp-list-item{\r\n            width: calc(10% - 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Learn how to choose the right partnerships, activate effectively, and measure success.<\/p>\n","protected":false},"author":1,"featured_media":289371,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[48],"tags":[],"class_list":["post-289370","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-strategy","no-featured-image-padding","resize-featured-image"],"acf":[],"_links":{"self":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/posts\/289370","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/comments?post=289370"}],"version-history":[{"count":0,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/posts\/289370\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/media\/289371"}],"wp:attachment":[{"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/media?parent=289370"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/categories?post=289370"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/inkbotdesign.com\/wp-json\/wp\/v2\/tags?post=289370"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}