How sports sponsorship can always win

Karen Earl

Karen Earl briefly describes a successful campaign for Coca-Cola and its sponsorship of the soccer World Cup, with a special one day link with Sainsbury's stores when the cup itself was on display.

How Sports Sponsorship Can Always Win

Karen EarlKaren Earl Sponsorship

 

Why sponsor a team/event/personality/building/or even part of a motorway? Historically, sponsorship was seen as a whim of the board an easy way to ensure the chairman good seats at Wimbledon and use up the leftovers of the marketing budget.

Today however, consumers, besieged by marketing and advertising at all levels, have become increasingly cynical and even immune to traditional forms of marketing. Sponsorship has become a way for brands to communicate with their target audience by attaching themselves to a trusted property giving brands an...

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