From the editor: Get active with sport
Colin GrimshawWarc
Global sponsorship revenue is forecast to reach $55.3bn in 2014, a 26% increase over the past five years. As more brands decide that the fastest way to achieve brand fame is to latch onto the fame of some apposite entity - particularly one that has positive emotional association with a large following in the target audience, such as a sports property - sponsorship prices are heading northwards.
Football shirt sponsorship in the English Premier League has doubled in price over the past four seasons. Chevrolet recently agreed to pay $80m...