Beyond the Logo – Turning sponsorship into a partnership
In today’s competitive business environment, companies are looking beyond traditional sponsorship methods to enhance their brand, gain customer attention, and boost staff morale. One underappreciated but highly effective strategy is the sponsorship of sports, which has evolved far beyond simply having a logo displayed on a banner or t-shirt.
Take Hako’s sponsorship of British Touring Car Championship (BTCC) racing driver Aron Taylor-Smith. What started as a logo on the chin guard of a helmet has evolved into much more.
“I was already a BTCC fan when we met Aron, but we just clicked,” explains Managing Director Sylvie Giangolini. “For the past two years, we have worked with Aron on enhancing our content creation with bespoke interviews, speaking at staff events, and introductions to colleagues that could be mutually beneficial.
“We now have a logo on Aron’s race suit as well as the helmet but that is all secondary to all the other benefits we have from our collaboration. The amount of people who talk to us about Aron and the BTCC is amazing, well beyond our expectations. It’s a great conversation starter when networking, but also in the office as well.”
While sports sponsorship is often viewed primarily as a marketing tool aimed at external audiences, it can also have a profound impact on internal stakeholders—especially employees. When done right, sports sponsorship can become a powerful lever to inspire, motivate, and engage employees, creating a sense of pride and unity within the organisation.
Sylvie adds: “When Aron came to speak at our staff conference, it was very inspirational for all the staff, regardless of their role. His approach to the challenges he faces on the track, his dedication to training, and the way he continues to move forward after a disappointing race can all be applied to our working life.
“Aron talked a lot about teamwork and how his individual success is a collaboration with his racing team. He emphasises how the power of a partnership is critical to a winning team, both on or off the track. Something we can find very relatable.
“He also spent time with our team, even jumping on race simulators to see if anyone could beat his fastest lap. Having that time with Aron, really got everyone invested and now we celebrate Aron’s successes with him and commiserate when races don’t go to plan.
“Aron’s recent win of the 2024 Independent Championship was a real boost to everyone and we’re all very excited for the 2025 season already.”
Brands that successfully leverage sponsorship as more than a logo presence gain credibility through association. When a brand sponsors an event, movement, or personality that aligns with their core values, they demonstrate an active commitment to that space, which bolsters trust.
Ultimately, modern sponsorship is about building strategic partnerships rather than one-way exposure. Brands must move beyond the passive display of logos and engage with their audience through immersive, interactive, and value-driven experiences.
It also creates a community beyond your own network. Collaboration and partnerships built through that sense of communal spirit is critical. If you look at the brands that sponsor Aron Taylor-Smith, Hako already shares business links with a number of them and has started talking to others about working together in the future.
Sponsorship provides a platform to foster emotional connections, boost brand credibility, and create lasting memories—all of which leave a far more profound impact than a logo ever could.
“That said, we still get a buzz every time we see Aron wearing the Hako logo with pride when he steps onto the podium or is interviewed on TV,” adds Sylvie.
