Marketers should proceed with caution when trying to integrate sports and entertainment

Describes how sports sponsorship is used by Visa USA, and points out the importance of concentrating on the essentials, providing what the fans want, and not getting in the way of that, for example through inappropriate links with entertainment.

Marketers should Proceed with Caution When Trying to Integrate Sports and Entertainment

Michael O'Hara LynchVisa, U.S.A.

You saw it coming. The furor caused recently when Major League Baseball announced plans to place Spider-Man IImovie logos on bases during...