A few years ago, I was invited by Mascot to visit their headquarters in Denmark. I flew in with a group of Dutch and Belgian sales representatives to see the new collection with my own eyes and learn how and where everything was developed. It was a full day, interesting, and well-organized program. The highlight was a Formula 1 driver who came to race on the grounds of the headquarters in Engesvang. And that is no coincidence, because sports and workwear are closely connected.
There is hardly a major sporting event where you will not see a workwear brand logo displayed on the boards along the field or track. But why is sports sponsorship so important in this industry? And what are the advantages and disadvantages?
Why the workwear industry sponsors so many sports events
There are three things that connect the two worlds: movement, safety, and performance. Manufacturers create clothing for people who work, people who move, who must perform, and who must do so without unnecessary risks. This is also what happens in sports. Of course, it is not identical, but there are clear similarities.
For example, sponsors of Formula 1 events, such as Mascot mentioned earlier, often do more than place a logo on a trackside board. They also provide clothing for the mechanics. The mechanics are actively working on the car and are frequently shown on television. But that is not always possible. The German brand Engelbert Strauss sponsors the Los Angeles Football Club, but because they do not make sportswear, they focus on placing their logo on items such as the team’s helmet. In this way they still gain strong visibility during broadcasts.
The image of the sport
The image of a particular sport also plays an important role in sponsorship decisions. Carhartt and Dickies, for example, are often seen at Skate and BMX events. These brands focus on a blend of streetwear and workwear for younger audiences. The fact that skateboarding and BMX are niche sports does not matter. The target audience of Carhartt and Dickies is present at these events and that is what counts.
The Swedish company Blåkläder has sponsored sporting events for many years, especially ice hockey. This matches well with Scandinavian culture, where the sport plays an important role. They also like to highlight that their workwear can handle impact, which is equally important in ice hockey.
Pitfalls and risks
Sponsoring a sports event or team may be exciting, but it is not without risks. Well-known teams or individual athletes all have a public image, and even a small incident can harm the reputation of a brand connected to them.
Sponsoring sports events is also extremely expensive because of their large reach. Due to the popularity of sponsorship, many competitors are doing the same. As a result, it becomes harder to stand out, and it is uncertain whether the investment, which is mainly focused on visibility, will actually lead to higher sales in the long term.
Whether a company sponsors sports or not, in 2025 simply showing a logo is no longer enough. Brands that want to make a real impact need to focus on storytelling and show what they stand for. What motivates a brand is what truly resonates with people.
