Sports sponsorship moves into the fast lane (strategic marketing issues involved in UK sports sponsorship)
Article Type: Abstracts From: Strategic Direction, Volume 28, Issue 7
Barnett M.Marketing Week, January 2012, Vol. 35 No. 3, Start page: 17, No. of pages: 4
Forecasts that sports sponsorship has reached a critical point where the cash it generates worldwide will soon overtake the amount of money made from ticket sales, becoming an industry worth £29bn sterling by 2015. Notes that this growth is paralleled by the claim of sports-rights owners and sponsor brands that too many deals are conceived using outdated ideas. Manchester City FC’s head of partnerships Luis Vicente says that the industry needs to adopt an entirely different model. Cites the results of a survey, conducted by IFM Sports Marketing Surveys (SMS), that point to the need for a new model for sports sponsorship as over 80 percent of sponsorship heads say that accountability for their spend is greater than ever, 67 percent expect their investment to stay the same or grow during 2012, but 85 percent say sports events need to be more inventive when trying to engage with fans. Illustrates the points made in the article with particular reference to brief case studies involving Manchester City & Electronic Arts, and Deloitte; and the views of marketing expert Gordon Lott (Lloyds TSB).Article type: ViewpointISSN: 0141-9285Reference: 41AE424
Keywords: Advertising, Brand management, Consumer goods,Consumer marketing, Marketing management, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory,Organizations, Sales campaigns, Sponsorship, Sporting events, Strategic marketing, United Kingdom
