How O2 and Evian leverage their sports sponsorships
Brian CarruthersWarc
The Wimbledon tennis tournament comes round every year, the Rugby World Cup only once every four years, but the pressure on marketers to get the most out of their sponsorships and to do better than last time is always the same. Sponsoring the event itself, however, removes some of the uncertainties. The association of Evian, the water brand, with Wimbledon and tennis has not been not dependent on the fortunes of any individual player, unlike mobile operator O2, which sponsors the England rugby team.
So when England crashed out...