Turning sponsorship properties into winning assets

This article reports on how sponsorships are being planned and exploited globally, and how much of that spend is wasted.

Turning sponsorship properties into winning assets

Ian Millner

A hefty sponsorship deal is fast becoming a must-do for the world's biggest brands. There is no getting away from it. The race to slap a badge on the 2012 Olympics has hotted up. There is already speculation about how the UK's 2008 European Football Championships no-show will affect our economy, and consequently the brands that attach themselves to the national game. And last summer we saw sponsorship investments hit record heights, with Lewis Hamilton expected to score £60 million-worth of future deals.

Worldwide spend on sponsorship soared by 11% last year....

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