5. Should you choose engagement over loyalty?

Loyalty or Engagement? What do you think is more important for a Sports Organisation? The answer is simple, both. For a top club, the evidence of their growth is the engagement from their fans and the loyalty from their sponsors. If any club achieves this, they will definitely grow both on and off the field.

We already spoke about loyal fans and how clubs can reward them for their loyalty. But how do sponsors become loyal? Let’s talk about Real Madrid as an example. Their association with Adidas started in 1998 and with their latest agreement last year, their current deal (worth $1.28bn) will end in 2028, making it a 30-year long association. Why would a company as