The Sydney Morning Herald – Competitive marketSponsors have gained influence as more professional teams scramble for sponsorship.

Summary

  • That’s made Australia one of the world’s most competitive sports-sponsorship markets, said Basil Scaffidi, managing director at SEL, a sports-rights and sponsorship company whose clients include cricketer Shane Warne and the National Rugby League.
  • Bad pressSocial media, where sports clips are replayed endlessly, can generate more value for sponsors than television, according to GumGum, which tracks logos to measure the value of sponsorship deals.
  • “If a team and its players are getting a lot of coverage, but for the wrong reasons, social media merely amplifies this bad press,” said Jon Stubley, GumGum’s managing director for Australia and New Zealand.
  • Folau, Australia’s highest-profile rugby union player, posted an image on Instagram this month that depicted life’s trials as “God’s Plan.”
  • Sydney-based fund manager Magellan took more forceful action last month, tearing up its sponsorship deal with Cricket Australia after Smith, David Warner and Cameron Bancroft admitted to ball-tampering in an attempt to gain an unfair advantage in a test against South Africa.


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