SportBusiness International

Analysis and insight for the global sports business

Sponsorship & Marketing

Sponsorship & Marketing

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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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31 Oct 2012

The introduction of a form of rugby to the Olympic Games could hold great potential for sponsors involved with the sport – adding to established events such as the Rugby World Cup and 6 Nations Championship, which have experienced significant revenue growth in recent years: illustrated by various tables and charts.

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16 Jun 2011

All the evidence in sponsorship points to an increase in value for both parties as time goes on. As a consequence renewal rates remain relatively high rate despite changes in the global economy. However, all good things come to an end and both properties and brands will look elsewhere from time to time. At this point handling the exit and bringing in a replacement sponsor becomes important. Includes sponsorship deal duration data.

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