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Training and Warm-Up Sponsorships: A New Territory For Brands

The enormous influence and visibility generated by social media has completely transformed the world of sports sponsorship. While the uniform remains a very valuable asset, it is no longer limited to the 90 minutes of a match. Brand exposure has expanded beyond stadiums and matches. It has opened up a new territory of value: training and warm-up jerseys, which now offer clubs daily visibility and brands a closer connection with fans.

We have often talked about the main sponsors of soccer kits, from LALIGA to the Premier League or the Champions League. But now, we want to focus on the brands present in training and warm-ups, an area that is gaining prominence both on and off the pitch.

Fans consume content from their favorite teams or athletes on a daily basis. They want to see their daily lives, their preparation, and access those moments that were previously out of reach. For clubs, training has become an ideal context for showcasing brands in a more natural way. There is more time, less pressure, and more opportunities to get that perfect image where the sponsor appears clearly and organically.

In addition, the pace of digital content has multiplied the value of these moments. Videos of players arriving at training, clips showing physical work, or greetings between players generate millions of views. Each post is a new opportunity for brands to gain exposure.

The growing value of training sessions and warm-ups has driven clubs to create separate sponsorship agreements for match and training kits. Once viewed as secondary, these assets now deliver constant exposure and bring brands closer to fans.

More and more clubs are sporting a different brand on their everyday workwear. World-class teams such as Tottenham, with MGM, and Juventus, with Allianz. Also Napoli, with Coca-Cola, and Real Betis, with Trainline. All of them have found in their training shirts an additional channel to activate agreements, diversify revenue, and strengthen their brand strategy.

For brands, this space represents more than just visibility, as it means aligning themselves with values such as effort, preparation, and daily work, which are essential elements in the identity of any sports team.

Warm-up: The Last Moment Before The Game

The warm-up is the moment closest to the game, when the players take to the field and the fans see them for the first time on the pitch. It is both a time of maximum anticipation and great visual potential.

Photographers and content teams take advantage of this moment to capture high-quality images and share them within minutes. These photos and clips from the warm-up are often the first to circulate on social media: the confirmed line-up, the return of a player, or the excitement before kick-off.

As with training, many teams take advantage of the warm-up to give visibility to brands other than those on the match kit. Inter with Qatar Airways, AS Roma with Toyota, Olympique de Marseille with Randstad, and Leipzig with ELK are some examples of clubs that use this moment before kickoff as a new window of exposure.

This strategy also offers a prominent space for technical brands, which find the warm-up to be a moment of great media visibility. Pre-match kits allow different designs to be displayed, with brands other than those on the match kit.

The value of this asset lies in its immediacy, in its proximity to the match, as the warm-up is part of the pre-match narrative, a moment of maximum media attention.

Reasons to Differentiate Sponsorships

Separating sponsorship agreements between match jerseys and training or warm-up jerseys can offer clear advantages for both clubs and brands:

• Audience segmentation. One global brand may seek international reach through matchday kits, while another may focus on training or warm-up gear to connect with the club’s day-to-day activities. In some cases, even teams without a main sponsor on their matchday shirts see training kits as an opportunity to attract brands interested in more consistent and closer exposure.

• Greater frequency. Training sessions are repeated several times a week and each session generates new content: photographs, videos, stories, reels, and media publications. Images are not reused; each day offers fresh material that multiplies visibility and value for brands.

• A more intimate context. Training and warm-ups are moments when players are more relaxed. They are seen laughing and joking. This more relaxed atmosphere generates spontaneous and authentic content, perfect for connecting with fans.

• More activation possibilities. By separating the spaces, clubs can diversify their commercial offerings and brands can choose the environment that best suits their message, whether it be the match, training, or warm-up.

Even so, keeping the same sponsor on both kits remains a sound strategy. It offers visual consistency, reinforces the association with the main brand, and consolidates the club’s identity. The value lies in flexibility, with each entity defining its model based on its positioning, market, and visibility objectives.

For brands, appearing on a daily basis means connecting with more authentic moments, building a sustained emotional bond, and being present in a less saturated context than that of competition.

Training and warm-ups are gaining prominence thanks to social media and are now strategic spaces that combine visibility, frequency, and authenticity.

One trend shows that sponsorship is not limited to 90 minutes, that value is built before, during, and after the game, in every post and every image that brings fans closer to the soul of the team.

Tracking Content Scenes and Trends

At Blinkfire, we analyze the content scenes that clubs publish every week: training, warm-ups, press conferences, or travel, to understand how brands gain exposure across different contexts.

Our Scene Value Report helps teams and sponsors track, compare, and value each scene to identify new opportunities for branded content. From score graphics to player arrivals, we measure where and when visibility grows.

#ai #blinkfire #brands #soccer #socialMedia #sponsorship #training #warmUp

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- When an IP is considered “new” ✨
- What it means to warm up your IP and domain, how to do it, and how it impacts your sending reputation
- Why we strongly discourage using warm-up services 🙅

Read the full FAQ here ➡️ https://www.spamhaus.org/faqs/marketing-email/#do-i-need-to-warm-up-my-ip-and-domain-before-sending

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Posted into Best of Binkys Culinary Carnival @best-of-binkys-culinary-carnival-BinkysCulinaryC

☕ 16 Hot Drinks That Turn a Cold Night into the Best Night
Cozy up with mugs of warmth and comfort, from cocoa to cider and beyond.

#HotDrinks #CozySeason #WinterRecipes #ComfortDrinks #Homemade #BeverageInspo #WarmUp #CookingAtHome #Foodie #Recipes

https://www.binkysculinarycarnival.com/16-hot-drinks-that-turn-a-cold-night-into-the-best-night/