Keep sponsorship local
Alan CooperHPI
National TV programme and sports sponsorships are reaching saturation point. Local tie-ups that give something back to the community might offer a more effective form of brand association.
Sponsorship is extremely buoyant. The number of international sponsorships reported in the media rose from 1,689 in 2009 to 2,012 in 2011 – an increase of 19% in just two years (World Sponsorship Monitor/IFM Sports Marketing Surveys). The majority are from one genre – sport – which accounts for 88% of the properties reported. The growth of brands partnering with TV series further adds to the...