Sponsorship drives global brand affinity

Citation

Earl, K. (2010), "Sponsorship drives global brand affinity", Strategic Direction, Vol. 26 No. 9. https://doi.org/10.1108/sd.2010.05626iad.002

Sponsorship drives global brand affinity

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 9

Earl K.Admap (UK), April 2010, Vol. 45 No. 4, Start page: 20, No. of pages: 4

Introduces a special feature in this issue of Admap magazine (“Sponsorship: present and future”) to define the important place currently occupied by sponsorship in the process of marketing and promotion of sports and the consumer products associated with sports. Focuses on the ease with which sponsorship can be integrated into all marketing activities associated with sports and sporting activities, due to the way that its flexibility enables it to address all key consumer audiences. Argues that sports sponsorship has become established over the past ten years as a means of generating genuine business benefits and where, in spite of cutbacks by some businesses that have suffered from the global economic and financial crisis and recession, others have emerged to take their place including high-profile events such as the Olympic games, World Cup and European Championship football. Suggests that the main problem with sponsorship lies with the fact that its effectiveness cannot be accurately evaluated. Concludes with notes on the way in which the music industry has benefited from sponsorship, particularly through “event” sponsorship.Article type: ViewpointISSN: 0001-8295Reference: 39AL093

Keywords: Advertising, Marketing strategy, Organizations, Sponsorship, Sporting events, Strategic marketing