‘The Activation Imperative’ An in-depth study of sponsorship activation in the Premier League.
The Story

In this paper, Brand in Action publishes the results from a series of in-depth interviews conducted with some of the key figures in football club sponsorship, including partnership managers at eight Premier League clubs of different sizes and profiles.

We reveal...

  • The absence of activation from sponsorship sales negotiations
  • Why a strategic approach is vital
  • How activation can bring fans closer to brands
  • Why content is still king
  • How the wrong resource can hamper activation
  • The importance of measuring activity
  • What good looks like – brilliant activation campaigns

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