Sponsorship increases a sport’s profile

The article “Premiership TV rights deal may threaten Carling sponsorship” (MW March 9) suggests that a new &£1bn-plus TV agreement with the FA Premier League could threaten Carling’s existing title sponsorship.

For many years now – and particularly since TV rights fees increased from a derisory level to having a big impact on a governing body’s balance sheet – there has been speculation about sponsorship’s position and value. The UK market is unlikely to experience the situation in the US, where no visible branding exists for sponsors at the major sporting events. Sponsorship, apart from the contractual implications, is now too well-established, too well-used and too well-liked by governing bodies for it to be banished.

Within football in particular, there is an extensive number of sponsorship agreements in place, some of which involve substantial amounts of money and many which have at least four or five years to run.

Governing bodies, and included in this category are the Premier League chairmen, know they need to keep control of broadcasters and cannot allow themselves to be completely bought out by any single party. They also have a duty to their sport and their clubs to protect their long-term interests, and to be aware of the implications of allowing broadcasters to control a sport.

Sponsorship will continue to play a huge role in providing outstanding and original marketing opportunities for brands and companies. In addition, the activity that sponsors create away from the playing arena raises the sport’s profile, takes the sport to an even wider market, and is welcomed by that all important group – the fans.

Nigel Currie

European Sponsorship Consultants Association

Craigie Taylor

Surrey

Recommended

Pepsi in C5 sponsorship deal to ‘hijack’ football

Marketing Week

PepsiCo is stepping up its attack on Coca-Cola’s “ownership” of football by funding a TV programme on Channel 5. The show, called Inside Football, forms part of Pepsi’s plans to wrest the sport from rival Coke, which has spent millions of pounds on sponsorship and advertising as part of its “Eat football, sleep football, drink […]

Rover hit by departure of Mini head

Marketing Week

Patrick Fleming, marketing director for the Rover Mini, has left the company less than a month after being promoted. He is joining Ford-owned Aston Martin. Fleming was promoted from Mini brand manager to marketing director at the start of last month (MW February 3). His departure is yet another in a long line at the […]

German group to slash UK condom prices

Marketing Week

German group Condomi, Europe’s largest condom manufacturer, claims it is about to ignite a UK price war by undercutting established brands by up to 80 per cent. It is entering the UK consumer retail market through a deal with distributor Ceuta Healthcare to obtain listings in supermarkets, wholesalers and Boots the Chemist. Condomi claims the […]

Comments

    Leave a comment