2015 was a turbulent year for sponsors as scandals engulfed federations such as FIFA and the IAAF. Unfortunately, corruption was a major theme of the sports industry in 2015 and many sponsors were forced to consider their positions as partners of these beleaguered organisations.
Despite these problems, sports sponsorship continues to become an integral part of marketing strategies as brands seek to connect with their customers on more emotional levels.
However, how a brand approaches activating its sponsorship rights influences just how strong these connections are. Done well, sponsorship activation can generate a legion of new and passionate brand advocates. If not, the brand in question not only runs the risk of alienating potential new customers but losing current ones as well.
The second edition of Sportcal’s Global Sports Impact (GSI) Report 2016 delves deeper into the sponsorship of major sporting events in 2015.
Sponsorship of sport is often an undervalued impact of sport and the GSI Report aims to identify the impact of sponsors on host cities and nations.
The Rugby World Cup was the most commercially successful in the sport’s history, and showed how brands can use an event to engage meaningfully with the general public. In contrast, the FIFA Women’s World Cup was the missed opportunity of the year when it came to how sponsors activated and engaged with fans.
The GSI Report 2016 explores the strategies sponsors used to activate their partnerships around these events and identifies how brands and governing bodies can use commercial rights to connect with fans further.
Along with in-depth analysis the GSI Report showcases the brands and business sectors that have been most active in the world of sports sponsorship over the past year.
Packed with analysis, this 400+ page report is a must-read for anyone involved in hosting, televising, sponsoring or organising major sporting events.
ESA members are also entitled to a 25% discount on the price of this report.
Please contact sales@sportcal.com for more information.