Sponsorship – obviously works for some…
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Manchester United Football Club has secured a new shirts sponsor for the 2010-2011 season. Why would a sponsor pay £80 million over four years to have their name on MUFC football shirts? Does sponsorship really work?
Sponsorship is a topic featured in Unit 4.5 (Promotion). The article suggests that AIG, the current shirt sponsors of MUFC, had become the 47th most recognised global brand and had jumped from number 84 to number 30 on Barron Magazine’s list of the most respected companies in the world. However, the financial tsunami has hit AIG harder than most other insurers.
The new shirts sponsor, Aon Corporation is hoping that its new relationship with Manchester United will also help to improve its brand recognition. Ironically, Aon is also in the insurance industry.
Read the full article here.
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