Thesis Insights
1. Brand Synergy is Crucial
Successful sports co-branding campaigns thrive when brands share aligned values, aesthetics, and target audiences. Survey respondents highlighted design consistency and storytelling as key factors driving consumer interest.
2. Social Media Drives Engagement
Instagram 70% and TikTok 64% are the most influential platforms for co-branded campaigns. Influencer collaborations, teaser campaigns, and user-generated content significantly impact purchasing decisions, with 70% of respondents stating that social media directly influences their buying behavior.
3. Pricing is a Major Barrier
The survey found that high pricing 83% is the most common reason consumers hesitate to purchase co-branded products. Limited-edition exclusivity can drive demand, but excessive pricing may deter potential buyers.
4. Consumer Interest in Sustainability & Innovation
Future collaborations should integrate sustainability and technology, as 56% of respondents expressed a preference for eco-friendly materials and functional advancements, such as smart apparel or performance-enhancing designs.
5. Marketing Execution Matters
40% of respondents cited poor social media promotion as a reason for low interest in certain collaborations. Even strong brand pairings can fail if digital marketing strategies do not effectively capture consumer attention.
6. Market Oversaturation is a Concern
The growing number of co-branded products risks diluting exclusivity and reducing consumer excitement. Brands must innovate beyond aesthetics, offering unique experiences or added functionality to differentiate themselves.
Success and Pitfalls in Sports Co-Branding: How Sports Brands Connect with Audiences through Social Media
Thesis Statement
This study explores the success factors and challenges of sports co-branding, with a particular focus on the role of design and social media in shaping consumer engagement and brand perception. By analyzing case studies of both successful and failed collaborations, as well as conducting a consumer survey, this research aims to identify the key elements that contribute to an effective co-branding strategy. The findings will highlight how brand synergy, aesthetic innovation, and digital marketing influence consumer behavior, while also addressing common obstacles such as brand misalignment, oversaturation, and negative social media reception. Ultimately, this study seeks to provide strategic insights for sports brands looking to optimize their co-branding efforts in an increasingly competitive and digitally driven market.
COMMITTEE MEMBERS
Gauri Misra-Deshpande
Advertising Professor
Judy Salzinger
Advertising Chair
Jennifer Pereira
Graphic design professor