Need to know
- According to a 2019 Kantar study into consumer attitudes to advertising, 89% of UK audiences and 79% of French audiences either dislike or are indifferent towards advertising
- In the absence of equivalent research, similar assumptions can be made around consumer attitudes to sponsorship
- The start of summer 2019 will see many exclusive sporting events, such as the UEFA Champions League Final and ICC World Cup. These comprise a high-profile roster of sponsors that hold their involvement in these properties in very high esteem
- However, the role sponsors play in the fan experience is overestimated: unless sponsors play...