The History Of Sports Marketing

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...use the passion and excitement it generates to create an emotional link with the people of Norwich, where the majority of Aviva’s staff are based.

This is all a far cry from the late 90s and early 00s, when rights holders were selling every element they could to increase revenue: stadium naming rights, official partners for financial services, alcohol, soft drinks, sportswear, TV, utilities etc all came under the hammer.

Supporters began to get fed up with clubs/teams/events abusing the emotional connection...


...between them and their team to sell sub-standard products and services. As a result, it has become more commonplace now for rights holders to have fewer partners, but to designate more rights to them and to ensure that they are financially sound and responsible brands.

Taking this one step further, Aston Villa FC donated their shirt sponsorship to a charity – ACORNS. This gesture of goodwill has made Villa a standard bearer in football sports marketing/sponsorship.

Demonstrating that they are a responsible organisation has made them appear more desirable to other sponsors and they have seen a rise in the number of supporters supporting the club’s partners.

This trend is set to continue post 2012 and we will see more and more brands becoming involved in community projects, almost in an echo of the enthusiastic adoption by their parent companies of Corporate Social Responsibility (CSR) and other social initiatives.

In the meantime, we can just sit back and anticipate the growing buzz around London 2012, likely to be the most branded and sponsored Olympiad to date.


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