Behind every successful sports team is a strong community, and behind every strong community are local businesses that believe in something bigger than themselves.
The bond between sports teams and local businesses runs deep. It’s more than sponsorships or signage; it’s a shared identity. When a team wins, the community celebrates, and so do the businesses that supported them. And when businesses thrive, they create jobs, energy, and pride that fuel the local fan base.
Local teams give businesses visibility, credibility, and emotion, something traditional advertising can’t buy. Fans associate those brands with hometown pride, loyalty, and shared wins. In turn, businesses provide teams with critical financial support, community connections, and operational partnerships that help them grow beyond the field.
Whether it’s a café sponsoring the post-game meal, a local auto dealer supporting the kit, or a regional bank helping finance stadium improvements, these partnerships matter. They don’t just boost visibility, they build trust. Together, they shape a local brand ecosystem where sport and commerce elevate one another.
At their best, teams and businesses form a virtuous cycle. A well-run club attracts crowds, generates media attention, and fosters civic pride. That energy flows into local shops, restaurants, and service providers. Those businesses, in turn, reinvest in the team’s future and the region’s reputation.
Sport has the power to unify. Business has the power to scale. Together, they don’t just win games, they build legacies.
Paul Barbeau, Managing Partner of Victory Ground Ventures
Article published in the July issue of the digital magazine We Are Kingston - Read it here!