A massive summer for sports sponsors, but will fans notice?

With research revealing that most people people dislike or are indifferent to advertising, sponsors of sporting events need to think carefully about playing a useful role in the fan experience.

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...

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