Football’s bubble has burst? More likely it’s a realisation that sponsorship is not a communication that can be measured in terms of volume or eyeballs.
Sponsorship is changing. At last marketers are recognising that it’s not the quantity of exposure that’s important but the quality of message. Sponsorship is ineffective if there is no appropriate link between a brand and the vehicle it is sponsoring. Too often we have seen clients wasting literally millions of pounds trying to achieve the unattainable through sponsorship.
It is this realisation combined with a complete lack of creativity of the rights owners and their sales agents that is finally telling in football.