Global Sports Sponsorships Opportunities, Process, and Management Challenges for MENA

Keith Scully, Georgetown University Professor

To examining and identifies global sports sponsorships opportunities, brand partnership development, and future business perceptions using recent global sponsorship and FIFA World Cup research. The result will be a more informative understanding of the sports sponsorships business between multiple international, regional, and local businesses for MENA strategic sponsorship planning. Additional convergence is placed on learning what can be applied to upcoming MENA sports events to obtain added values regarding interaction with spectators, products, and national brand recognition. The study further points to significant characteristics for successful integration and processes for a co-marketing partnership. Ultimately, these learnings can apply to the MENA region for future sponsorship opportunities, methods in developing agreements, and measurables comparable to manage sponsorship problem-solving.