Keep sponsorship local

Alan Cooper

The number of international sponsorships is on the rise and they are likely to continue to be considered as important brand promotion tools.

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...

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