Nick Barron is CEO of MediaCom MENA
“Congratulations to Tokyo on winning the bid for the 2020 Olympics. Sport is still unique in its ability to generate consistent and enduring excitement and drama, and as a result sport partnerships have never been more powerful or more effective than they are today for marketers. Sport can help brands to build a connection with an audience. Maybe in part that is because sport is often what brands aren’t – unexpected, exciting and tantalising in nature.
Sport sponsorship is a $50 billion industry that’s grown at twice the rate of traditional advertising in the past decade, according to Kantar. It has evolved from simple logo placement and a bit of hos
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