The Football League is still without a sponsor after a proposed three year £10m per season deal with B & Q fell through at the last minute. The Football League has a cumulative attendance larger than that of the Premier League. However, the lack of a global footprint holds it back: that is what top brands are looking for.
The Football League is still without a sponsor after a proposed three year £10m per season deal with B & Q fell through at the last minute. The Football League has a cumulative attendance larger than that of the Premier League. However, the lack of a global footprint holds it back: that is what top brands are looking for.
Running an advertising campaign in 120 countries is challenging. If one can utilise a brand that works globally that is very attractive to companies who are trying to market globally. That is why football attracted about $4.5bn in global sponsorship in 2012, significantly more than any other sport and two-thirds more than in 2011 according to the World Sponsorship Monitor.
Sports sponsorship also provides extra benefits compared with other forms of marketing whether it is tickets to a game or a tour of Manchester United’s training centre. This helps to explain why deals at the top of the game appear unaffected by the downturn in the global economy.