An overview of sports marketing from PwC, Ricoh and Mindshare
Joseph Clift
Globally, fans spend billions of dollars a year on sports tickets and merchandise. Showpiece sporting events can also attract hundreds of millions of TV viewers.
So it is no surprise that sports sponsorship has become one of the most effective ways an advertiser can build brand awareness. Many lucrative long-term marketing initiatives are connected to the sporting world: think John Player Special's iconic sponsorship of the Lotus Formula One team in the 1960s, or Crown Paints and Sharp's long-running deals with the Liverpool and Manchester United football teams in the 1980s and 1990s.
But what are...