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Wanna Argument?

Sponsorship in Sport: A Waste of Space?

Activities and further sources of information

Activity: Naming rights UK v USA

How do the stadium naming rights deals outlined in the Argument compare with naming rights agreements across the Atlantic? Have a look at the summary of National Football League (NFL) naming rights deals. (http://www.leagueoffans.org/nflnamingrights.html)


Activity: The sponsors' viewpoint

The article Ipswich Power Boost covers PowerGen's deal with Ipswich Town FC being renewed.(http://www.sportbusiness.com/news/index?news_item_id=157023&region=global) Summarise the benefits that the company's sponsorship manager feels are gained from this £250,000 deal. List the community benefits that will be delivered as a result of the arrangement. From the available information, evaluate the deal from all three sides:

  • The company
  • The club
  • The community

Bear in mind that certain research indicates that where more than 6 brands are aimed at a televised sport event, viewers have no recall of which brands were being promoted and that three quarters of advertisers doubt whether sponsorship deals improve brand visibility.

Links to further sources of information

  • Sponsorclick - a commercial organisation which produces some interesting background information about the sponsorship market (http://www.sponsorclick.com/en/sponsor.htm)
  • Sportbusiness - a good source of business news and information about the commercial aspects of sport around the world (http://www.sportbusiness.com/home?region=global&page_no=1)
  • Pepsi's Thirst for Football - Football Association announcement of Pepsi sponsorship of new schools' football campaign (http://www.thefa.com/Grassroots/Postings/2005/03/ThirstForFootball_Launch.htm)
  • Pepsi 'Thirst for Football' campaign (http://www.pepsi.co.uk/thefa/)
  • International Code on Sponsorship - International Chamber of Commerce (http://www.iccwbo.org/home/statements_rules/rules/1992/sponcod.asp)
  • Barclays Bank 'Spaces for Sports' programme (http://www.sportbusiness.com/news/index?news_item_id=157000&region=global)
  • Diamonds blessed friend - from the Telegraph (http://www.telegraph.co.uk/sport/main.jhtml?xml=/sport/2005/03/14/sfnfra14.xml)
  • Naming Rights - on Wikipedia - lists instances where naming rights deals have gone wrong (http://en.wikipedia.org/wiki/Naming_rights)
  • 'Football Money League 2005' - Deloitte report available via free registration (http://www.deloitte.com/dtt/article/0,1002,sid%253D9078%2526cid%253D73888,00.html)
  • Narain needs new helmet - from F1 Central (http://www.f1central.net/news/article/1109223627/formula_one/F1headlines/Narain-needs-new-helmet/view.html)
  • Narain waits on helmet decision - from Autocar (http://www.autocarmagazine.co.uk/sport_news_article.asp?id=42112&s=5)
  • Flag Code of India (http://www.hampshireflag.co.uk/world-flags/allflags/in.html#code)

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