We are only starting to figure out the value of sponsoring sports
- Written by Sarah Jane Kelly, Senior Lecturer, The University of Queensland
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...
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