Creativity and long-term brand-building through sponsorship

As the cost of activation increases, brands should apply a creative lens to sponsorship programmes.

Creating a sports sponsorship framework

This article is part of a series of articles on creating a sports sponsorship framework. Read more.

The challenge of short-termism in business is not a new phenomenon.

Professor Colin Mayer of Saïd Business School at the University of Oxford suggested in in 2012 that short-termism is a “very British problem”, identifying the fact UK companies are encouraged to float a high proportion of their stock, leaving them disproportionately open to short-term pressure from shareholders.

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