Sports Sponsorship to Rise Due to London 2012 Success

A new report by sports marketing agency Fast Track and Opinion Leader Research indicates that London 2012 will directly result in a strong boost to the sports sponsorship industry during 2013.

The research indicates that sponsorship activation budgets will increase and more brands will look to invest in sport after the success of the Games last summer.

The report featured the results of a survey of more than 50 leading industry voices including LOCOG, BPA, Sony, Land Rover and Sport England.

Over 80% of those who were surveyed felt London 2012 directly affected sponsors’ views on sports sponsorship. Almost half of the brands involved believe that they will spend more on sponsorships; while three-quarters of brands feel new sponsors will enter the sports industry.

Paralympic sports will be a major benefactor of the London 2012 afterglow according to the survey. 85% expect to see an increase in Paralympic sponsorship, while two-thirds of NGB’s surveyed believe participation levels will rise.

Andy Westlake, Fast Track’s Chief Executive Officer, said: “We’ve seen in the past the successes of other major events in terms of attracting sponsors to sport, but I don’t think anyone will have seen anything quite like this. In an increasingly fragmented communications market, sports sponsorship allows brands to get right within a targeted consumer’s sweet spot.”

“The increasing importance of sponsorship to brands is obvious and there is a fantastic opportunity here to back sports whose profiles have risen incredibly.”