How sports sponsorship has become strategic brand marketing
Alan PascoeThe Partnership Consultancy
The days of sport sponsorship as merely corporate hospitality boxes and perimeter displays are long gone. Alan Pascoe describes how sports sponsorship truly came of age in the London 2012 Olympics and has become a valuable brand marketing activity. In this article he advises potential sponsorship partners on the most effective way to do it.
Sports sponsorship in the early days
When I first started in the sports marketing business it was all about cheap media, with much of the activity based on having perimeter advertising on...