Sports Sponsorship Up, but is Sailing Getting its Share?


According to figures from IFM Sports Marketing Surveys, sponsorship deals have risen in 2009, but it would be fair to say that sailing is not getting its share of the money. The publication of The World Sponsorship Monitor (TWSM) Annual Review show that the number of reported sponsorship deals have held up well in 2009.

[cleeng_content id=”788971654″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]New deals have risen 15% on 2008 whilst withdrawals have remained at 8%.

Though the survey reports that the sports sector still dominates with 88% of all deals in both number and value, many professional sailors are struggling to convince sponsors to back campaigns across all levels of the sport.

There is a timing issue, as several high profile events, including the Vendee Globe and Volvo Ocean Race are between cycles and of course the America’s Cup sponsorship was well down due to the nature of the event, but sailing is not doing a good enough job of presenting its benefits against sports that are seen as a safer bet.

The survey reports fewer deals over $10 million reflected the economic climate. This number is important as top sailing properties fight to control budgets and offfer value compared with other sports. Nevertheless announcements such as Sochi 2014 bid to host the Olympic Winter Games and Barclays Premier League have shown that companies are still willing to invest in top events.

Nigel Geach, Director of IFM Sports Marketing Surveys comments:

“Sponsorship as a marketing discipline gives an excellent return on investment. Both rights holders and sponsors are working together more to maximise this return – the figures in the TWSM annual review are very encouraging for the future”

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