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Making sports sponsorship work

The NZ Maori All Blacks' visit to Singapore next week will help grow the sport in Asia; AIG expects widespread benefits from its sponsorship.

MORE THAN JUST A LOGO ON THE JERSEY: The New Zealand All Blacks players performing the 'haka' before a Test match.. A successful sports sponsorship needs plans, budgets and resources in place to ensure that sponsorship opportunities are maximised and align with the overarching business strategy.

SPORTS is big business. The 2014 Fifa World Cup was viewed by a global audience of 350 million, the Uefa Champions League final reached 170 million people, and the Singapore F1 Grand Prix has drawn a television audience of 430 million over four years. It is little wonder that global sports