Sponsorship has for years been heralded as a highly effective tool for connecting brands emotionally to its audiences. From this its capability to enter in the hearts and minds, differentiate against its competition, prove product and service capability, to drive consideration, convert in to sales and cement brand loyalty has made sponsorship an almost unique part of a brands marketing mix. In providing central strategic marketing platforms or a tactical theme for a campaign or launches, brand affiliations can be a truly powerful asset for busi...Learn more >
Paul Nicholson: Editor in Chief, Football Insider
Football is ever increasingly reliant on commercial revenues. Sponsorship and Brand Partnerships remain significant incomes with 25% - 60% of commercial income coming from brands depending on the size of club or tournament. Yet the capability to report the true value of these brand associations still remains flawed according to sponsorship expert Toby Hester.
Hester who has lead brands such as BP, T-Mobile and Coca-Cola in partnerships with FIFA, UEFA, and dozens of EPL and European club progr...Learn more >
The FT today published a feature discussing the proposed partnership between Liverpool FC and Tibet Water. The sponsorship has provoked condemnation from human rights bodies bringing into focus the "Integrity in football sponsorship" once again.
The fight to drive revenues from sponsorship is greater now than ever. The challenge of football organizations to fund player salaries, leagues and global events is greater now than ever. So whilst the attraction of football itself has never been stronger, the scouring of the brand market place to unea...Learn more >