Is UK sports sponsorship too xenophobic?

Sponsorship is at risk of becoming too entwined with the xenophobic culture that underpins Europe’s biggest sports, and marketers should look to the US for ways to offset that tribalism with high-impact cultural flashpoints, according to sports marketing experts.
From Carlsberg’s patriotic rebranding of 19 pubs throughout England to an ad for Mars showing an armada of English fans crossing the channel to France as if they were invading the country, advertisers tapped national pride t