September 2012

A glorious summer of value? 10.09.2012

The final day of the Paralympic Games saw the curtain fall on an extraordinary summer of sport in Europe, from Euro 2012 in Poland and Ukraine, to an amazing Tour de France and on to a stunning Olympic and Paralympic Games. As the Paralympic flame was passed on it started me thinking about which sponsorship assets provided the most value in terms of visibility. Let’s take a look at the evidence.

Sky has spent around 15m Euros a year sponsoring their UCI pro tour cycling team, an amount that doesn’t include activation. To be a main sponsor of the Euro 2012 competition in Poland and Ukraine cost around 30m Euros, increasing to 50m with the media package, but this covered the entire four-year competition cycle. Likewise, the 70m to 80m Euros cost of being an IOC top programme sponsor covers four years (winter and summer games).

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