Sponsorship: in pursuit of greatness

Steve LooneyResearch director
The summer of 2016 has been fantastic for sports fans with continuous action – from Euro 2016 in France, to Wimbledon, to the Rio Olympics, where even though some of the medals were won in the middle of the night, the nation was gripped by the amazing performance of Team GB.
The dust is now settling. Brands that have invested in trying to capitalise on the UK’s sporting obsession will be looking to see what effect their brand’s associations w