Sponsorship

This is piece on sponsorship, introduces two features on the subject. The writer outlines the growth of sponsorship, mainly but not exclusively in sport, since the 1960s and warns that while sponsorship spend is on the increase the number of actual events being sponsored is declining.

Sponsorship

 

Sponsorship, particularly but by no means exclusively of sport, has been a growth market since at least the 1960s. Figures from Ipsos show UK sponsors' spending on sport alone at over 400 million in 2001, and a growth rate over recent years comparable to that of the more dynamic ad media. (As a benchmark, radio adspend in the UK is some 600m.)

The inclusion of other forms of sponsorship, most notably the rapidly growing TV programme variety, would increase this growth rate, and there is little doubt that comparable figures can be generated for other countries. Indeed,...

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