The History Of Sports Marketing

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...where Far Eastern brands are now dominating sponsorship agreements with EPL Clubs. Mansion Casino, Chang Beer and Kuomo Tyres are just some of the brands now building a global profile, while reinforcing a strong domestic presence.

It seems likely that the next development will see those same Far Eastern brands looking to activate sponsorships from the English market in Far Eastern countries. This is the changing face of sports marketing and even well-established British brands are starting to target these sponsorships with a view to growing their business in emerging markets.

Standard Chartered Bank, for example, justifies...


...its sponsorship agreement with Liverpool FC, as an investment that will help it to drive more business in the Far East.
Interestingly, companies who see value in investing heavily in sports marketing initiatives regard the principal payback as being not just financial.

No, for them the return on that investment is passion. Sport, at any level, is all about creating passion for the consumer and about winning over hearts and minds, deliverables that advertising campaigns cannot always achieve.

That ability to touch consumer emotions will continue to prompt some unlikely entrants to the sector. In the past few years, for example, darts has undergone a major image change, without alienating its roots, and emerged as a serious option for sponsors and TV exposure.

It’s interesting, too, that we frequently view sports marketing as an all-conquering way of putting a brand or service in front of a global audience: call it the Formula 1 effect , if you like. Yet Aviva, the insurance giant, has gone to the other end of the spectrum, but to no less effect.

As a global brand, they could have chosen (and afforded) to sponsor any team or event - anywhere. Instead, they have selected Norwich City, as the club allows them to... continued on page four >


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