Sport Sponsorship

The term minimalism is also used to describe a trend in design and architecture where in the subject is reduced to its necessary elements. Minimalist design has been highly influenced by Japanese traditional design and architecture. In addition, the work of De Stijl artists is...

This article looks at the challenges of creating an enduring sports sponsorship partnership. The difficulties involve finding ‘strategic fit’, articulating this well and then leveraging and activating the association for both parties. The investment – both financial and in-kind - is seen as a significant stumbling block as is the need to thoroughly enmesh two separate organisations and proactively align their goals and activities.

It's been mentioned a number of times by different writers of the prevalent "'marketing myopia' in the sports industry. One of the symptoms of this short-sighted thinking means the core stakeholders (the fans) are not well understood in terms of needs, wants and motivations.