Brand Finance's May 2019 whitepaper on sports sponsorship explores the value of sponsorship deals between clubs and brands. While shirt sponsorships can bring widespread exposure, top clubs often have multiple official sponsors. Brand Finance's research suggests that some sponsors may be overpaying for their deals, while others are getting good value. Sponsorship can bring benefits to brands looking to expand into new markets, but a blanket approach can quickly raise awareness of the corporate name. However, some brands may not be achieving value for money from their sponsorship agreements.
