Sponsorship: The summer of sport

The summer has shown the phenomenal pulling power of sport and while it is not always the big brands that win over the consumer, choosing the right promotion vehicle will always be crucial no matter how large or small the brand.

Research Director, Steve Looney writes for Marketing Week…

The summer of 2016 has been fantastic for sports fans with continuous action – from Euro 2016 in France, to Wimbledon, to the Rio Olympics, where even though some of the medals were won in the middle of the night, the nation was gripped by the amazing performance of Team GB.

The dust is now settling. Brands that have invested in trying to capitalise on the UK’s sporting obsession will be looking to see what effect their brand’s associations with our sporting heroes have had on their brand and, brutally, whether it was worth the budget spent.

The brand and communications team at Opinium has been monitoring sponsorship activity throughout the summer and has found clear themes that all brand owners should give thought to in the future when considering whether to sponsor an event.

Read the full article here.