Sponsorship: is it worth it?

Stuart Wareman

In this short article, Stuart Wareman, group account director at MEC Access, assesses the value of sponsorship in today’s advertising market.

Sponsorship: is it worth it?

Stuart WaremanMEC Access

The sponsorship industry is set to break £1 billion in the UK by the end of this year and with multi-million-pound partnership deals being struck with London 2012 for what could be perceived by the uninitiated as just access to intellectual property, marketers are asking themselves if the investment is worth it. In reality, sponsorship properties are only worth what the market is prepared to pay, but clearly some brands are seeing it as a very valuable tool in their marketing armoury. We've all heard about media fragmentation, the fact that...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands