29 Jan '16, 11am

My thoughts on the terminating of sponsorships, it is not as easy as saying: bye:bye, #iaaf

My thoughts on the terminating of sponsorships, it is not as easy as saying: bye:bye, #iaaf

In track and field, no one makes money from sponsorship a championship. The sponsorship of a World or regional championship cost significant money. A sponsor like adidas provides footwear, apparel for officials and volunteers, communications in local and global arenas, product tie ins for local retailers and access for media to key athletes and spokespeople to tell the brand story around the events. Access to athletes and spokespeople is carefully managed. That does not count the people hours that go into an event from the sponsor side. Why do brands even do it? Because it supports the sport, it provides the brand access to more consumers, it positions the brand as a key player in the global sports world. In most cases, brands do not make money from Global, regional or national sponsorships. They get the value in brand recognition, and the authenticity it generates. How lo...

Full article: http://www.runblogrun.com/2016/01/on-terminating-global-s...

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