Globalisation, digitalisation and a developing media landscape have changed the face of top-tier football sponsorship, creating new and exciting strategic and commercial opportunities for football clubs, players and corporate sponsors alike. The evolving media landscape and innovative technology that enables this level of experience and engagement have provided a rich array of sponsorship activation opportunities for brands to capitalise on to appeal to fans in a way that deepens relationships far beyond a logo impression. The corporate world has increasingly found sports and in particular, the football industry attractive from a sponsorship perspective thanks to the global popularity of the game and the unrivalled power football has in raising brand visibility, creating positive associations between the team, league or player and the corporate brand and providing amplified brand differentiation from their competitors within a cluttered advertising landscape.įootball fans now want to be closer to the action, to the players, and to see the most revealing camera angles across their chosen broadcast medium. Where has this recent growth come from, how has the football sponsorship industry evolved and where is it heading considering the current humanitarian and economic climate? In this article, the KPMG Football Benchmark explores the football sponsorship industry, analysing the key trends driving growth, while in a following separate article, will overview the key players of the market.įrom its widely regarded origins in 1950’s Uruguayan professional football, the football sponsorship industry and the values attached to it have seen exponential growth. Nevertheless, according to KPMG Football Benchmark the total value of sponsorship across the big five leagues in 2020 is more than EUR 3.3bn p/a, with front-of-shirt sponsorship representing almost a third of this figure. It has an impact on sponsorship exposure and effectiveness – for some brands, that led to an immediate re-evaluation and even cessation of their commitments in some cases. The current Covid-19 global pandemic will no doubt pass in time, but its effects are also currently being felt across the football industry and many sectors of the global economy and likely to be felt for a very long time. The current football landscape represents a very interesting time for football sponsorship, perhaps the most stimulating time in its history, one rich with opportunity, risk and challenge in equal measure.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |