Sporting chance

Emerging trends in global sports sponsorship and implications for brands and sports franchises

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With sponsorship levels within sport having surpassed $30bn worldwide, and premier sporting competitions only growing in attractiveness to sponsors, sports sponsorship will continue its strong growth – providing opportunities for associations, owners, rights managers, agencies and sponsors alike.

Sport is an increasingly effective way to reach customers in a world where the number of marketing possibilities is fragmenting – driving strong growth in the sports sponsorship market. Sport provides an unrivalled opportunity to connect with consumers through an association with their passion and it’s a great way for a global brand to connect with a global audience in a coherent manner. Global events such as the Olympics can help drive short term spikes, however a combination of macroeconomic and effectiveness factors are driving a longer-term trend towards uptake. Within this overall picture there are some interesting trends.

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