World of Sport

  • Are sports sponsorship deals a waste of money?

    Some of the biggest stars of the sporting world make the majority of their income through lucrative product endorsement deals - but are the companies paying top dollar to make the likes of Lionel Messi and Usain Bolt commit to wearing their clothes or advertise their product really getting their money's worth?

    Research commissioned by multi-channel marketing agency Threepipe suggests that sponsorship of top sporting stars by brands is failing to make an impact on consumers.

    The survey of 18-24 year olds, an important target audience for many brands involved in sport, found that 77 per cent

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