Sponsoring the Football League: A Short History

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[W]hat's in it for them is a commonquery that springs to mind when assessing football sponsorship and indeed, since the financial crisis of 2008 kicked in, one might ask the question more forcibly? Why did Coca-Cola, for instance, feel that a wet Tuesday evening encounter between Crawley and Stevenage or a juddering tackle from Stephen Hunt would help them sell more bottles and cans of their precious elixir?
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