Your prediction of the saturation of sports sponsorship (“Uncharted waters”, MW April 6) is based on the assumption that companies will continue to fight for inches of space in the top competitions, while neglecting the significant opportunities in less mainstream sports.
Marketers are missing a trick by overlooking these lower level competitions, where the return can well justify the sponsor’s investment of time and money. Although these events may offer less exposure, they generate for the sponsor a higher level of goodwill and brand loyalty from their target audience. In the longer term, this may be more valuable than restricted visibility in a more high-profile arena.
Ashridge Management College