Spurred on by increasing global accord that clean energy solutions are the way of the future, some clean energy companies are taking advantage of this recognition and putting themselves in the global spotlight with sophisticated marketing campaigns – some of the biggest of those campaigns being played out on the sporting field.

This year saw Yingli Green Energy, a Chinese solar panel manufacturing company, become the first renewable energy company to enter into a sponsorship deal with The International Federation of Association Football (FIFA) World Cup.

Also announced this year, Trina Solar, a manufacturer of mono and multicrystalline photovoltaic (PV) modules, is sponsoring the Renault Formula 1 (F1) racing team.

Locally there has been a similar move with Conergy, a manufacturer and distributer of solar components and systems, becoming a major sponsor of the Brisbane Lions AFL team in 2009.

There is no argument that sports fans are numerous and devoted. There will always be an audience, whether at the local football field, or at an international event like the Soccer World Cup. Not only is the sporting arena itself a likely place to find an audience, but sports matches, sports news and updates are beamed out on the television, radio and internet to millions of people worldwide every day.

Here we take a look at the sporting sponsorship milestones achieved by the above mentioned solar companies, and gain some insight into what these companies hope to achieve by teaming up with sporting bodies.

Yingli Green Energy – FIFA World Cup sponsor

Yingli Green Energy set three records when it became a sponsor of this year’s FIFA World Cup; not only was it the first renewable energy company to sponsor the event, but it was also the first Chinese company to do so. Additionally, Yingli Green Energy became the first company to set up a carbon-neutral commercial display in FIFA World Cup history.

Yingli Green Energy used it’s own solar PV panels to power the carbon-neutral commercial display by installing a 1.2 kilowatt system. The display was built using locally sourced low-carbon footprint materials from South Africa to avoid sea or air freight.

“Our commercial display will also be an opportunity for football fans from all over the world to see and experience the PV technology as they gather before the kick-off of matches at Soccer City [Stadium – Johannesburg]” says Liansheng Miao, Chairman and CEO of Yingli Green Energy at the opening of the display.

Yingli Green Energy’s sponsorship with the FIFA World Cup gave the company global marketing rights, including certain ticket, perimeter-board advertising and media rights as well as the right to showcase its solar products at the fan zones in the FIFA World Cup stadiums.

Additionally, the agreement gave Yingli the right to place its company logo next to the FIFA World Cup official emblem and advertise or promote its products and services at each step of the distribution process.

Yingli also had access to extensive on-site opportunities at FIFA World Cup stadiums for marketing and promotion purposes.

At the announcement of the sponsorship deal, Yingli Green Energy and FIFA World Cup, both said that it made real their desire to promote a cleaner and greener world.

“This sponsorship signifies our response to the growing global demand to create a greener world through renewable energy. We are proud of our mission and the steps we are taking to make solar power an enduring and cost-effective technology for all humankind,” Mr Liansheng Miao said.

Jerome Valcke, FIFA Secretary General, commented “FIFA is very conscious about the planet we inhabit and we are proud to join forces with Yingli Green Energy by combining our love for football and the environment.”

Trina Solar – Renault F1 racing team sponsor

Trina Solar set its own record this year by becoming the first clean energy company to enter into a sponsorship deal with a F1 racing team. Y

Trina Solar entered into a partnership with Renault that will see its logo branded on the nose of the Renault racing car, as well as Trina having the opportunity to set up solar systems with its products at the Renault F1 Team motor home and at various VIP hospitality facilities.

“Trina Solar is thrilled to partner with the Renault F1 Team to bring solar PV to the world of Formula One racing,” said Mr Jifan Gao, Chairman and CEO of Trina Solar. “With F1’s proven ability to boost brand awareness, we look forward to working with Renault F1 Team at Formula One events around the world to spur the development and adoption of sustainable technologies.”

By partnering with the Renault F1 Team, Trina Solar has said it hopes to help elevate the status and widespread adoption of solar PV, while contributing to F1’s progressive transformation into a more sustainable and greener enterprise.

Conergy – Major Sponsor of the Brisbane Lions

In another first, Conergy became the first clean energy company to be a Major Sponsor for a national code in Australia.

In late 2009 Conergy entered a sponsorship deal with the Brisbane Lions that sees its logo displayed on player vests, as a ground signature and in corporate hospitality centres.

“We are hoping to bring solar power into the living rooms of footy fans and the wider Australian public, raising awareness of the ways that helping to save the environment can lead to savings on your power bill,” says Tatiana Gonzalez, Marketing Manager of Conergy.

“Conergy hopes to engage in dialogue with the community about the benefits of renewable energy and demonstrate our support to Australians,” Ms Gonzalez adds.