We are only starting to figure out the value of sponsoring sports
With such a large chunk of the advertising dollar invested into sports, it’s surprising that almost no one can pin down their exact worth, writes The University of Queensland’s Sarah Jane Kelly in this crossposting from The Conversation.
US$62.8 billion is spent on sports sponsorship globally, and this is only increasing. But until recently, there hasn’t been much evidence that sponsorship is actually effective.
This is risky – without a business case for sponsorship, companies will likely limit or withdraw their support in the long run, which may threaten the very existence of sports.
Until recently, there have been little more than rules of thumb and anecdotal evidence about sponsorship. These showed that company executives and directors sponsor sports so they can get good good seats, for example.
