To some, there’s something very appealing about sponsorship, just as there’s something deeply enjoyable about sport, film and fame. It feeds our vanity to rub shoulders with the successful, especially if, somehow or another, you get to feel you ‘own’ a bit of them.
However, increasingly, I share a suspicion of what used to be taken as the go-to medium for ‘power brands’ like Coca-Cola, Nike, Barclays, Heineken, PepsiCo, and so on. Whilst the reach of major sports events is vast and, if you believe in mass marketing such sponsorship, subject to not overpaying for it, is a no brainer.
Yet mass marketing is being sidelined by many in a digital ...
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