SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

Article
1 Sep 2015

After adidas prised Houston Rockets star, James Harden, away from Nike for $200m last month, we look at whether it was enough to give the German giant the upper hand in its age-old rivalry with the Americans.

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2 Apr 2014

A financial services company with its roots in the UK, NatWest has adopted a different approach to sports sponsorship. From the early days of premier domestic cricket One Day Internationals the sport has been and remains an integral part of global banking brand, NatWest’s marketing strategy. Financial companies have realised that over a purchase cycle keeping your brand ‘front of mind’ is critical. The cricket sponsorship allows NatWest to do this among some very important segments of their target audience. 

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