SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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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

Awareness of a product or brand is not enough to change the purchasing behaviour of most consumers, particularly in today’s environment where they are ever more selective about which brands they purchase. Sponsorship goes one step beyond awareness allowing a company to make a statement about its brand. Brand positioning is particularly effective through sports sponsorship, where fans and participants are often very passionate about a team or sport.

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