"Branded entertainment is more than logo or product placement, it is a fully integrated means of linking product with an entertainment source. The top 3 reasons why companies invest in it are:

1 - Make a stronger emotional connection with the consumer - 78%

2 - Align the brand with relevant content - 75%

3-  Build brand affinity with a desired target group or demographic - 73%"

Survey from ANA (Association of National Advertisers, USA) 2011




"Sport sponsorship is growing fast, rising by 11% a year for the past decade."

The Economist, July 31, 2008

"A few decades ago, it was enough to display your ad on a billboard or on TV. But today, brands have a difficult time breaking trough the noise and must develop innovative solutions to reach their consumers.

Sport marketing and celebrity endorsement allows you to own something unique and create entertaining content to capture and maintain your consumers' attention."


"One of the best new marketing strategies is to work with influential people that have large social followings. As influential people increasingly build their own media platforms and reach, brands must consider how to best pair their product offerings with the influencers that can best promote them."

Forbes, Feb 19, 2014

"The emotional connection with people is what is valuable."

David Wheldon, Vodafone's Global Brand Director

Quoted from article on The Economist, July 31, 2008

"'Activation'—promotions, competitions, television advertising during breaks, corporate hospitality and so forth—might multiply the sponsor's budget two or three times over, and it is vital. In sponsorship it's not what you have, it's what you do with it. It's all about activation."

Joe Tripodi, Coca-Cola's Chief Marketing Officer

Quoted from article on The Economist, July 31, 2008

"Manchester United’s statistics are impressive, but this relationship goes far beyond the numbers — this relationship is about connecting our brand with the deep-seated emotion that surrounds the team everywhere it goes."

Alan Batey, General Motors’ North America Vice President, U.S. Sales and Service

Quoted from article on Adage, July 30, 2012


"Recent research shows that live branded experiences get people talking about sponsors and products, more than any marketing tool such as TV ad or social networking. In a research conducted by Momentum Worldwide, it was found that (out of 6,500 participants):

     - 65% of respondents will recommend a brand after attending a live experience

     - 68% searched more information online

     - 63% liked the brand on Facebook

     - 59% bought it at retail

Music and sporting events are the best experiences to make people feel positive about brands."

Engaging Results Communication, November 2013