SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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3 Apr 2014

At its peak before the financial crisis, ING was a global financial institution of Dutch origin providing banking, insurance and asset management services to over 75 million private, corporate and institutional clients in more than 50 countries. In 2007 ING agreed on its first motor racing sponsorship when it became title sponsor of the ING Renault F1 Team.

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1 Apr 2014

Historically one of the main sponsorship objectives has been to deliver awareness benefits and this continues to be a huge motivation behind its use. Sports sponsorship enables brands to obtain awareness benefits on a global scale, nationwide scale or regional scale depending on the property sponsored. Sponsorship can significantly raise brand awareness and indeed, if exploited and leveraged to its full potential, has in many cases been shown to be more effective than advertising in raising awareness for a sponsor or its products.

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1 Apr 2014

In addition to awareness, brand positioning and sales objectives, sponsorship can also provide the sponsor with a number of other general business benefits with quantifiable value such as enhancing the relationship with distributors and retailers, gaining influence and building relationships with government, influencing investors and others.

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