The hidden dangers of the TV-sponsorship link

Xavier Quattrocchi-Oubradous

The author argues that the rapid escalation in sponsorship costs is mainly due to the strong but misguided link between TV rights and sponsorship rights.

the hidden dangers of the TVSponsorship link

Xavier QuattrocchiOubradousSponsorClick

As most advertisers have noted, the cost of sponsorship rights for large events or organisations be they sports, arts or other popular properties has inflated considerably in the past ten years.

Partnerships with such entities now command massive budgets, often in the $50m range, without mentioning the leverage/activation costs, which should amount to at least 100200% of the sponsorship rights costs alone.

Although sponsorship marketing has become increasingly integrated into the marketing mix and has experienced an average growth of 10% during that same period of integration...

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