Why sports sponsorship?
Schultz (2012) writes in Advertising Age that "in the era of DVR, marketers continue to be drawn to live events, whether it's activating massive league deals (NFL partnerships) or individual team sponsorships. But as they spend more, marketers are demanding more, often making sponsorships part of an integrated campaign that includes multiple channels."
IEG (2013) projects significant sponsorship spending growth for 2013. The North American market alone will increase spending to $19.94 billion, a growth of 5.5% from 2011.
The IEG (2013) report goes on to say that "sports and entertainment continue to grow at a faster rate than other types of partnerships and will continue to command nearly eight out of ten sponsorship dollars in 2013."