In 2005 I wrote The Business of Yacht Racing, a major industry review on sponsorship in sailing published by Sport Business International. It was an extension to my MBA dissertation research into how sports sponsorship delivers stakeholder value. Much has…
In an era where we are seeing financial companies having to reduce corporate hospitality due to IFS regulations, the principles of leveraging sponsorship for internal customers are becoming even more important. In the second of our Sport Business series, it…
Effective measurement and evaluation of sponsorship is critical if it is to be effective This article was originally published in Sport Business, Nov 2004. I feel the principles still hold true. In one respect at least, yacht racing sponsorship is…
