Sponsorship: is it worth it?

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...

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