Whitepaper: Sports Sponsorship - Getting what you pay for?

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Brand Finance Whitepaper: Sports Sponsorship - Getting what you pay for?

  • Sponsorships in world football continue to soar with the likes of Arsenal and Manchester City receiving lucrative new kit sponsorships for the 2019/20 seasons.
  • Whilst acting as a club’s shirt sponsor or kit manufacturer may bring a brand widespread exposure, top clubs such as Manchester United have up to 50 official sponsors. Are all these deals worth it?
  • Brand Finance market research suggests that certain sponsors may be overpaying to be associated with their respective clubs whilst others are getting significant value for their money. 
  • There are certainly significant benefits that can be derived from sponsorship, but the wrong fit and lack of prior research can result in a low return on investment