Matthew Carlton
Jul 30, 2010

Are brands maximising sports marketing potential?

Use of sports as a communications channel is growing, but are brands maximising their potential in Asia?

Along-standing marketing staple in the US and Europe, sports sponsorship is increasingly gaining traction across Asia. Regional investment in sponsorship has seen double digit growth year-on-year over the past six years, making Asia the world's fastest growing market.

According to research by Ogilvy, since the Beijing Olympics, 87 per cent of the Chinese population is more motivated to participate in sport. With sport a key passion point for so many, it is generally assumed that consumers respond more positively...

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