Tread with care

First published in SportBusiness Magazine October 2011

The increasing importance of emerging markets has highlighted the complexities of sponsorship investment in key developing economies. As growth and marketing budgets stagnate in developed economies, major brands have switched focus to the developing economies and sponsorship budgets are starting to follow suit.

India is the most interesting case in point; there’s a confluence between corruption issues in Indian governance and a narrow range of available sports properties which has made India a challenging market for building differentiated sponsorship programmes.
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