The Science Of ...

Why brands sponsor sport (despite costs and getting blamed for poor performance)

We’ve integrated them [Chad le Clos and Wayde van Niekerk] into our business.

Dr Craig Nossel, Discovery Vitality Wellness

Often you get blamed as a sponsor [for the poor performance of a team]!

Dr Craig Nossel, Discovery Vitality Wellness

Companies often market their brands, products and services by sponsoring sports events and teams.

The benefits to sportspeople, events and teams are obvious.

But, why do brands sponsor sport?

The Money Show’s Bruce Whitfield interviewed Discovery Vitality Wellness Head Dr Craig Nossel about the science of sport sponsorships.

Listen to the interview in the audio below (and/or scroll down for more quotes from it).

It can be a costly strategy.

Dr Craig Nossel, Discovery Vitality Wellness

We want people participating more than we want them watching.

Dr Craig Nossel, Discovery Vitality Wellness

Most of our spend is sitting overseas with the English Premier League.

Dr Craig Nossel, Discovery Vitality Wellness

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This article first appeared on 702 : Why brands sponsor sport (despite costs and getting blamed for poor performance)


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