Turning sports into B2B growth

Sports partnerships take time. Proving their value shouldn’t be an afterthought. See how you can build a business case early, measure what matters, and make the channel work harder for you.

Sports have become a broader commercial platform

Sports now connect attention, culture, technology and commerce. For B2B brands, sports partnerships create a new platform to reach customers, show what your business can do and turn attention into action.

Earn attention

Reach priority customers in a context they care about. Put your brand and your capabilities on a stage that matters to them.

Build connection

Showcase technology in action and create shared experiences that customers, partners and buying committees remember.

Create momentum

Put engagement to work from brand to demand. Open priority accounts, stand out in a crowded market and fuel sales conversations.

Turn sports investment into business impact. 

Reach gets attention. Business impact earns the renewal.

Our team has built and defended the sports business case from inside global technology brands and sports teams. We know the questions leadership asks: why this investment, what should it deliver and how will we judge it?

Benchmark. Know where you stand.

Assess your sports partnership against business objectives and relevant benchmarks. Look beyond reach, media value and attendance to identify what’s working, where there’s untapped potential and what to prioritise.

Connect. Build the business case.

Combine partnership reporting, CRM insights, first- and third-party data with your internal business context. Agree success with leadership early, linking sports investment to account engagement, pipeline growth and innovation.

Activate. Make every asset count.

Bring campaigns, media, talent and executive hospitality into one coherent programme. Connect customer experiences to account plans and sales follow-up, then track progress through quarterly business reviews. Build the evidence as you go, so renewal becomes an informed decision.

Our team has built and defended sports business cases inside global technology brands and sports teams. We know the questions your board needs answered: What changed in the business? What part did sport play? Should we renew or refocus?

Built around your B2B plan

tmp Sports connects your sports partnerships to your B2B marketing strategy, bringing brand to demand, account-based marketing (ABM), partner marketing and media together from day one. So rights, content, talent and hospitality work harder for your brand, your priority accounts and your sales pipeline.

 

A sports partnership brings   tmp Sports connects it to   Where to start  
Rights, hospitality, content, talent and media  
 Brand to demand, ABM, partner marketing, media and executive hospitality Use your sports assets in brand to demand campaigns and media 
Experiences your customers value   Sales goals, account plans and KPIs   Build hospitality nominations and follow-up into your ABM plan  
   Reporting on the partnership    A business case agreed with leadership from day one    Build the business case and align it to your quarterly business reviews

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What we make happen:

Executive hospitality

Build the guest list from your account plan: the buying committee, not just familiar faces. Every invitation has a named commercial purpose. We design the experience, brief your hosts and plan the follow-up — then track attendance, engagement and account progression.

Rights sourcing and management

Build the business case. Find the right property. Secure the rights and access the plan needs. We review existing partnerships, negotiate new ones and manage the portfolio year-round against your goals.

Talent sourcing and management

Put the right personality in front of your audience. We source, contract and manage athletes and experts for campaigns, content and events — briefed on your commercial goals, not just an appearance.

Media

Reach your buying committee through the sports they follow. We plan against your buying committee, not an audience figure, and buy across broadcast, digital, social and live events using the same data behind your ABM and demand plans.

Integrated campaigns

Put your sports assets to work across brand and demand. We build creative campaigns that connect content, ABM, partner marketing and sales enablement. Distinctive work — with demand outcomes you can report.

Benchmark your sports partnership

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Andre Campbell,

Business Growth Leader, Sports & Entertainment, tmp

In a private 30-minute conversation, we’ll look at your sports portfolio alongside comparable programmes and share a first view of where there is more value to find. Yours to keep, whatever happens next. Exploring sport for the first time? Talk to us about your goals.

What to bring

Your current sports portfolio and what it needs to achieve. No preparation deck required.

What you’ll receive

A benchmark against comparable programmes, a first view of the opportunities and a starting point for what to explore next. 

Book a consultation