Phone: +44 1625 540 503
Fax: +44 1625 540 502

Just like the Olympic Games, football competitions are met with great interest by the public. Indeed, football is by far the most popular sport on television. Accordingly, media coverage of the various events and leagues is comprehensive to say the least. In the 2008/09 season, there were over 2,800 hours of coverage on the "Bundesliga" in TV magazine programmes and summaries. And this does not include live broadcasts, games from the second and third divisions as well as international competitions involving clubs and the German national team.
Yet it is not just the quantity, at their peak the TV ratings and market share of football broadcasts regularly exceed all other entertainment programmes. It is precisely this media presence which makes football such an attractive marketing platform.
For sponsors, this is an opportunity to use the positive associations and fascination of football for their communications and to project these attributes onto the image of their products and brands. After all, half of all those interested in football in Germany regard those brands which are actively involved in sponsorship as likeable.

Björn Jäkel
Phone +49 40 376 77-400
bjoern.jaekel
sportfive.com

Hendrik Schiphorst
Phone +49 40 376 77-201
hendrik.schiphorst
sportfive.com
This newsletter gives readers insight into the interplay of business, the media and sports in sports marketing, sponsoring and co-branding or brand management.