Maximising ROI in sports sponsorship: A guide to strategic success

James Williams

Offers a range of strategies and approaches to pave the way for successful partnerships and outlines a blueprint for effective sponsorships in the future.

This article is part of a four-part series on the evolution of sports sponsorship. Read more

For decades, sponsorship has stood as a powerful marketing tool, offering brands a unique opportunity to forge profound connections with specific consumer segments. Simultaneously, rights holders have reaped financial benefits and increased marketing value through these collaborations. However, recent times have seen a growing debate around the Return on Investment (ROI) of such initiatives. This conversation has transcended departmental discussions, reaching the highest echelons of boardrooms on both sides—sponsors, whether longstanding or newfound, grapple with the challenge of substantiating their investments'...

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