Dirhams & Dollars: Net Profit - does sports sponsorship work?

Between them, Emirates and Etihad spend over $500 million sponsoring over 39 sports teams and competitions. Why?

Gulf News

Dubai: On this episode of Dirhams & Dollars, the business team is joined by Duncan Hare, Gulf News Deputy Sports Editor, to talk about the relationship between corporations and professional sports.

The conversation delves deep in to the dynamics of a sports sponsorships, following Sunday’s announcement that Qatar Airways had replaced Emirates as the official Fifa World Cup partner.

We look at the success of team sponsorships versus individual athletes, and the risks of putting all your eggs in one, potentially controversy-prone, basket.

We also talk about the efficacy of naming a competition or stadium, only to find that viewers and pundits continue to refer to it by its old name. Even worse if consumers continue to associate it with a past sponsor.

Finally, we discuss the human story behind sponsorships, and how they often allow the lower-tier athletes to pursue their dreams of a full-time career in sports.

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