Brand Partnerships That Just Make Sense

Authenticity has been the big buzzword for the last few years but why does that seem to be overlooked when it comes to brand deals?

Brands partnering with athletes is a tale as old as time. It’s a tool that gives amazing coverage to a brand with thousands, if not millions, of eyeballs seeing their products, services or even just their name. But it’s not as simple as choosing any up-and-coming athlete or taking the big payout to wear their name – the most successful sponsorships have values that match.

Whilst there are a number of seemingly ‘questionable’ brand deals throughout sports (especially in motorsports), these are my four favourites that just fit together like puzzle pieces.

Pedro Acosta x Corny

In general, athlete + protein and snack bars = unbeatable combination because let’s face it – protein products are always a winner when it comes to athlete partnerships because it’s just right.

While many sports nutrition sponsorships lean heavily into athletes producing workout content to promote their products, Pedro is different, with his natural charisma and showmanship, he leans into a more fun side of promoting it – mixing his charm with his skills on a bike.

Marc Marquez x Insta360 and Valentino Rossi x GoPro

Action cameras sponsoring athletes, especially those in motorsports, is an obvious choice - they give an unrivalled view fans will seldom see. They can be fitted to a variety of areas on a motorbike or helmet to give incredible POVs for training that can be used for content or even feedback to coaches, as well as for a unique look when it comes to events. In the case of the two big dogs of action cameras, Insta360 and GoPro, choosing two MotoGP legends with such a fierce rivalry is genius.

Not only do the rival companies get the coverage they need from the most followed champions on two wheels, but they also appeal to different fanbases, rival fanbases. The partnerships are marketing gold – while GoPro, the more established, well-known brand partners with one of the most well-known, if not the most well-known, MotoGP riders on the planet, Insta360, the up-and-coming brand, partners with one of Rossi’s most formidable rivals. In my opinion, two sponsorships are worth their weight in gold.

Maria Herrera x Trek Bicycle

Push bike brands and motorbike riders are another amazing partnership and Trek bikes aligning themselves with a world championship rider like Maria Herrera is a great partnership. Not only does it fit with both of their personal professional brands, but it also appeals to a wider fanbase.

Whilst many sports brands will partner mainly with male athletes, partnering with female athletes appeals to a broader fanbase and helps showcase a different demographic. Choosing Maria is great for everyone involved because it shows women within a hugely male-dominated sports field and shows the training all athletes, male and female, go through to improve their on-track performance.

As motorbike racing is incredibly physical, with a lot of emphasis being put onto both core and leg strength to manoeuvre the weight of a motorbike at speed– the training that goes into being able to do even one lap is underrated so partnerships highlighting the amount of training and the variety of training are important to showcase to fans the effort that goes into being able even to finish a race.

George Russell x Tommy Hilfiger

Fashion collaborations can be unbelievably hit-and-miss when it comes to partnerships. Sometimes they just do not align with who they are partnering with, but George Russell and Tommy Hilfiger worked on so many levels.

The sophisticated attire that Tommy Hilfiger produces fits perfectly with the sophisticated brand that George has built over the last few years in Formula 1. It’s not too ‘in your face’, it’s not overpowering – it compliments who he is, who he surrounds himself with as well as the team he represents. It’s all highbrow with a little fun, which is just the combination a 27-year-old driver like George should be.

This is one I’m a bit sad about. Whilst it was a team sponsorship, it was fitting for him so the fact they no longer have that partnership is rather sad.