Sponsorship: How synergies between brands are building a sustainable sports movement

James Stibbs

This case study examines why sports sponsorship has remained a viable option for marketers in the face of the digital advertising revolution. It looks at how sponsorship works in theory and what sponsors are looking for in associations. The case study discusses a range of sponsorship deals involving the region’s brands and teams and assesses their effectiveness. Finally, it looks at how sponsorships can be measured and what assets local sports programmes can package up for sponsors.