{"id":13703,"date":"2026-08-06T08:54:11","date_gmt":"2026-08-06T07:54:11","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=13703"},"modified":"2026-08-06T08:54:14","modified_gmt":"2026-08-06T07:54:14","slug":"sbc-summit-tbilisi-sports-sponsorship-is-no-longer-just-advertising","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2026\/08\/06\/sbc-summit-tbilisi-sports-sponsorship-is-no-longer-just-advertising\/","title":{"rendered":"SBC Summit Tbilisi: Sports Sponsorship Is No Longer Just Advertising"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Munegu Sport, betlive.com and Sports Business Academy <\/strong>executives told <strong>SBC Summit Tbilisi<\/strong> that sponsorship activation and long-term commitment now decide ROI <em>(Return on Investment).<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Brands still evaluate football clubs as media buys and expect returns inside 12 months, panellists said during the <strong><em>Sports Rights, Sponsorship &amp; Media: What Still Delivers ROI <\/em><\/strong>session at SBC Summit Tbilisi 2026.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Baki Lortkipanidze,<\/strong> Commercial Director at SMH Global, moderated the panel, which featured <strong>Levy Andratchnikov<\/strong>, Co-Founder of Milan- and Monaco-based agency Munegu Sport, <strong>Nikoloz Nadaraia,<\/strong> Head of Partnerships at Georgian operator betlive.com, and <strong>Gheorghe Cristian Dragos, <\/strong>Founder of the Sports Business Academy.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>A platform, not a media buy<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andratchnikov, who co-founded Munegu Sport this year after commercial roles at clubs including Bayern Munich, AS Monaco and Wolverhampton Wanderers, said brands misjudge sponsorship because they price clubs like advertising inventory.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe common misconception when brands are making decisions is that they evaluate football clubs as a media buy,\u201d he said. \u201cThey look at the numbers, they look at the following, and they think the viewership or the fan base is X, so my ROI should be Y. A football club today is not comparable to buying a TV ad, an Instagram ad or a billboard. It is a huge platform that, if utilised correctly, can bring a lot of returns.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Players themselves have become media channels, he added. \u201cA football player is not just an athlete. He\u2019s an influencer, he\u2019s a streamer, he\u2019s a blogger, he\u2019s a model. When you sponsor a club or an athlete, you\u2019re not just getting the visibility of the pitch \u2013 you\u2019re getting everything outside of that.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clubs now stage events with no direct link to sport, Andratchnikov said, citing AC Milan&#8217;s activity around fashion and design weeks, which gives partners access beyond 90 minutes of playing time.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sponsorship signing is not activating<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andratchnikov said there are still issues with closing sponsorship deals and executing them \u2013 it remains the biggest failure point. \u201cBringing a partnership to life and activating it is just as important, if not more important, than signing the deal and announcing it,\u201d he said.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clubs with large commercial portfolios split the work between a sales team and a partnerships team, he added, \u201cbecause selling and activating are two different arts.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inexperienced sponsors \u201cput money behind the deal, wait one season, then knock on your door and say: where\u2019s my ROI?\u201d he said. Contract assets such as hospitality go unused, he added. \u201cWhether you\u2019re hosting clients, or running a competition where winners go to the stadium and meet the players, that can give birth to other business relationships that you cannot assign a value to.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dragos said budgets are sometimes built on unrealistic timeframes, as all too often those \u201cbuying rights in sports expect them to deliver in 12 months. This is a misconception.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIf you want to create a good relationship with the fans, you need at least three to five years,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He advises brands to delay rather than sign unprepared, he added, at a cost to his own business. \u201cI told them: if you are not prepared to take this sponsorship, please wait, and maybe next year we will work together. Otherwise you can do a lot of damage \u2013 to the budget, to the brand and to the relationship.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andratchnikov said concentration beats scale. \u201cIt\u2019s better to make the most out of fewer deals than to spread spending across the board,\u201d he said. The biggest rights holders are not automatically the right fit, he added, recalling his time at AS Monaco. \u201cIt wasn\u2019t the most followed club or the most watched club. But being in a principality with the highest number of high-net-worth individuals per square metre in the world, for luxury watch brands that\u2019s a better club to choose than one with hundreds of millions of followers.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Shirts, boards and cooling breaks<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dragos said perimeter advertising still produces the largest measured exposure numbers. \u201cThe main asset in a sponsorship is the LED,\u201d he said. \u201cWhen you measure, the big numbers come from the perimeter.\u201d LED delivers reach but not shared values, he added, which come from deeper partnership work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Andratchnikov said front-of-shirt sponsorship deals carry reach clubs cannot contract for. \u201cAny time anybody around the world buys that shirt and takes a picture in it for their personal Instagram, you\u2019re getting visibility. If Jay-Z wears your shirt to a concert, you\u2019re getting visibility. If a player scores a good goal and reposts it to his personal Instagram account with 50 million followers, you\u2019re getting visibility. These are things a club cannot guarantee.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He recalled Atl\u00e9tico Madrid\u2018s film-studio shirt deal, under which the front-of-shirt branding changed with each new cinema release, producing jerseys carrying titles such as Spider-Man.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cI\u2019m not even an Atl\u00e9tico fan, and I still remember this,\u201d he said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t forget to subscribe to our <a href=\"https:\/\/t.me\/sbceurasia\">Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Munegu Sport, betlive.com and Sports Business Academy executives told SBC Summit Tbilisi that sponsorship activation and long-term commitment now decide ROI (Return on Investment). Brands still evaluate football clubs as media buys and expect returns inside 12 months, panellists said during the Sports Rights, Sponsorship &amp; Media: What Still Delivers ROI session at SBC Summit [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":13704,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[35,1,4779,564],"tags":[5526,16923,16624,16921,16920,16623,3641,5527,16922],"class_list":["post-13703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-events","category-news","category-sbc-summit-tbilisi","category-slider","tag-baki-lortkipanidze","tag-betlive-com","tag-gheorghe-cristian-dragos","tag-levy-andratchnikov","tag-munegu-sport","tag-nikoloz-nadaraia","tag-sbc-summit-tbilisi","tag-smh-global","tag-sports-business-academy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - 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