Method · 6 min read · October 5, 2026

8 questions to ask before sponsoring an athlete

"Who should we sponsor?" It is often the first question from a brand that wants to get into sport. It is rarely the right one. Before choosing an athlete, you need to know what you are looking for. Here are the eight questions we ask every brand, in this order.

1. Why invest in sport?

Awareness, image, employee pride, local roots, sales: the answer changes everything. A brand that wants to recruit does not need the same partnership as a brand launching a product.

2. In which territory?

A territory is both a place (an island, a region, a country) and a world of values (performance, going beyond, youth, inclusion). A good partnership is consistent on both levels.

3. To reach whom?

Current customers, future customers, employees, partners, local authorities? Each audience has its own sports, media and moments. The ideal athlete is one who already speaks to your audience.

4. With which measurable objectives?

Set two or three indicators before signing. It is still a rare habit: according to the World Federation of Advertisers, less than 1% of sponsorship budgets goes into measurement, even though almost three quarters of practitioners say proving return on investment is their biggest challenge.

5. Which athlete, and why them?

Fame is not enough. Look at shared values, sporting trajectory, community, availability and willingness to get involved. An athlete who is committed to the project is often worth more than a distant star.

6. In what form?

In France, two main forms coexist, with different tax rules:

• Sponsorship (parrainage): a commercial relationship with advertising benefits in return. The costs are generally deductible as business expenses.
• Patronage (mécénat): support without significant commercial return, possible with eligible organisations (public-interest clubs or associations, for example). It gives a 60% tax reduction on donations up to €2 million, within a cap of €20,000 or 0.5% of turnover. Benefits in return are tolerated up to around 25% of the donation.

The contract must then set out the essentials: duration, payment, image and brand exploitation rights, exclusivity, visibility commitments, confidentiality and dispute resolution. Get advice from your accountant and a lawyer.

7. How will you activate the partnership?

Signing is only the beginning. Content, meet-ups, on-the-ground operations, programmes for your employees or customers: activation is what creates value. According to WFA × Lumency data, the global average is 0.81 of activation for every 1 spent on rights, and only 18% of sponsors invest at least as much in activation as in rights. Budget for it from the start.

8. How will you measure, then evolve?

Schedule regular check-ins with the athlete: actions reviewed, results, adjustments. A lasting partnership is steered, not renewed out of habit.

In short

The athlete comes fifth on this list, and that is no accident. When the first four answers are clear, the right partner becomes almost obvious. And the partnership has a reason to exist.

Thinking of sponsoring an athlete? We'll help you answer these 8 questions.

The tax and legal information in this article is general (French law) and does not replace professional advice.

Sources

• 4 changes taking place in sponsorships and partnerships, World Federation of Advertisers, December 2025
• Why Activation Ratios Matter, Lumency (WFA × Lumency report), May 2024
• Corporate patronage and tax reduction (article 238 bis CGI), Kohen Avocats, 2026 (in French)
• The sports sponsorship contract, Brahim Ouhdi, lawyer, Village de la Justice, January 2026 (in French)