Recognising golden opportunities within sports sponsorship

International sports sponsorship opportunities can vary enormously and deciding appropriate and successful affiliations is critical for brand owners.

Recognising golden opportunities within sports sponsorship

Mark Edwards and Tracy Allnutt TGI Global

The recent success of the London 2012 Olympics has clearly underlined that there is huge appeal for brands aiming to gain mass exposure at an international level through sports sponsorship. Among the international brands involved in London were Coca-Cola, Panasonic, British Airways, Adidas, Cisco, Holiday Inn, GlaxoSmithKline and London's Heathrow Airport.

However, sports sponsorship reaches beyond the recent Olympic and Paralympic events with countless regional, national and international sporting events taking place throughout the year. International sponsorship opportunities can vary enormously and...

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