Sporting chance

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

Report

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.

Read publication

Experts in this insight:

Suggested reading

Independents’ day

Content producers face rising rights and talent costs as they try to acquire a distinctive edge in a world of over-supplied “me too” vanilla content

Navigating turbulent waters

Despite the economic storm, European software cuts a dash through choppy waters. The sector has also performed resiliently through the recession, with most companies maintaining growth

Why have U.S. K-12 materials been so slow to "go digital"?

Investors and corporate managers are growing old while waiting for education markets to “go digital”. Other information businesses have made the transition, many over a decade ago

School of hard knocks

The higher education sector in the UK has witnessed significant growth over the past three decades, with a combination of demographic, economic and policy drivers fuelling demand (as measured by the number of applications) since the 1980s

We use cookies to give you the best possible experience on our website. By continuing to browse this site, you give consent for cookies to be used. For more details please read our Cookie policy.